The brands Trelleborg Tires, Mitas, and Interfit all belong to the Yokohama Rubber Group, specifically under its division Yokohama Tws, which has been led by Global President Elio Bartoli since December 1st of last year. In this article, we feature an exclusive interview with him published by the Spanish magazine Agrotecnica.
The Japanese group Yokohama Rubber is renowned in the automotive and motorcycle industries for its high-performance sports tires. However, its presence in heavy-duty transport and off-road tire sectors is equally significant, offering durable and robust tires for demanding applications. As a result, the group has been consistently ranked among the Top Ten global tire manufacturers. This position was further reinforced in 2016 with the group’s entry into the agricultural tire market, solidified in 2023 with the acquisition of Trelleborg Wheel Systems from the Swedish Trelleborg Group.
This acquisition led to the formation of Yokohama Tws, incorporating Trelleborg Tires, Mitas, and Interfit. While Trelleborg Tires and Mitas focus on product development, Interfit serves as the service brand. Since December 1st, these brands have been managed by Italian Global President Elio Bartoli, responsible for coordinating their market positioning.
Strategic Market Positioning: OEM & Aftermarket
“Our strategy for Trelleborg Tires and Mitas in both OEM (Original Equipment Manufacturer) and aftermarket channels is driven by their unique value propositions, carefully tailored to meet customer-specific needs,” explains Elio Bartoli.
Trelleborg Tires: Performance and Advanced Solutions
Trelleborg Tires is the go-to choice for demanding applications, where tire performance makes a real difference. End-users rely on Trelleborg Tires for advanced solutions that enhance productivity and efficiency while aligning with the latest machinery innovations to ensure sustainable performance in challenging conditions.
Through the ‘Premium Care’ program, available in Europe, Trelleborg Tires offers more than just high-performance tires. This program provides:
- Extended warranty coverage
- Expert consultancy
- Practical tools to maximize tire performance and longevity
This initiative strengthens relationships with agriculture professionals while reinforcing Trelleborg Tires’ commitment to sustainable farming solutions.
Mitas: Reliability and Durability
On the other hand, Mitas represents pure reliability. Trusted by generations of farmers and professionals, Mitas tires are designed for long-lasting performance in agriculture, material handling, and construction.
Mitas is already a leading OEM supplier, particularly in Europe, where:
- 50% of combine harvesters and 25% of tractors are equipped with Mitas tires
- Established partnerships with machinery manufacturers allow for tailored solutions
Founded in 1932, Mitas has built a reputation for durable, high-performance tires, validated by its dominance in demanding applications such as combine harvesters. Additionally, its partnerships with OEM manufacturers foster co-development initiatives, ensuring that products meet specific market needs.
A Unique Brand Identity
Each brand maintains its distinct identity, yet they seamlessly integrate within the market ecosystem, addressing the diverse expectations of OEM partners and end-users.
Competing with Low-Cost Brands
Does the rise of foreign brands offering low-cost tires pose a threat? “We position our brands by leveraging our strong local presence and focusing on sustainability, prioritizing local production to respond swiftly to market changes while maintaining strong OEM relationships,” explains Elio Bartoli.
Commitment to Quality and Sustainability
This local approach offers logistical advantages and enhances the ability to deliver flexible, high-quality solutions. In today’s competitive landscape, quality and sustainability remain key factors in ensuring that OEMs and end-users continue choosing Trelleborg Tires and Mitas.
By producing locally, the company:
- Reduces transportation emissions
- Supports a more sustainable supply chain
- Enhances service efficiency
While facing competition from low-cost manufacturers benefiting from cheaper raw materials and less stringent emission regulations, Yokohama TWS continuously innovates to provide safe, innovative, and eco-friendly products. Advanced manufacturing processes and global supply chain optimization ensure efficient production and distribution.
Interfit’s Role in the Strategy
With a multi-brand portfolio, Interfit plays a crucial role in Yokohama TWS’s global market presence, specializing in tire and wheel services. It strengthens market positioning by:
- Empowering specialists to act as trusted advisors
- Minimizing machine downtime with efficient mobile tire fitting and wheel replacement services
- Providing expert solutions for specialized machinery
Following a successful pilot project in Italy, Interfit is set to expand into new markets from 2025. “We are taking a step-by-step approach, identifying the right markets and establishing strategic partnerships,” confirms Elio Bartoli.
Sustainable Growth Through Acquisitions
Does brand overlap within the Yokohama Rubber Group pose a risk? “Only marginally. Each division manages its brands independently, following predefined growth strategies that prevent cannibalization,” states Elio Bartoli.
The Yokohama TWS division has a strong track record of growth through acquisitions, allowing the company to:
- Expand into new markets
- Integrate new technologies
- Diversify product offerings
- Strengthen its global competitiveness
By maintaining each brand’s unique identity, Yokohama TWS continues to build a strong and competitive product portfolio, ensuring sustainable growth and market leadership.
Title: Yokohama Tws, sustainable and quality solutions
Translation with ChatGPT
