In 2005, Yokohama Rubber began promoting ADVAN as its global strategic brand. In the 40 years since the first ADVAN tire’s release, Yokohama Rubber has continually enhanced the brand’s image by building an expansive brand lineup, promoting the tires’ use as original equipment in new high-performance cars around the world, and supplying the tires to cars competing in the world’s major motor sports events. As a result, ADVAN has become the company’s global flagship brand that epitomizes the superior performance, high quality, and cutting-edge technologies for which Yokohama Rubber has become known.