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Yokohama Tire Exec Changes Continue

Noji: new chief will manage from Japan

A domino effect of executive changes continues at Fullerton-based Yokohama Tire Corp., the North American manufacturing and marketing arm of Yokohama Rubber Co. in Tokyo.

The parent company is among the largest tire makers in the world, with about $5.8 billion in sales of new tires last year. Sales in the U.S. and Canada through Yokohama Tire accounted for nearly 26% of the total, or $1.5 billion.

Yokohama didn’t respond to requests for comment for this story.

Yokohama Rubber in Tokyo has named its current president, Hikomitsu Noji, the new chief executive of the Fullerton unit. The appointment takes effect May 1, when outgoing Chief Executive Yasushi Tanaka is set to wrap up a nearly two-year stint here and return to the parent company as assistant to the president of its tire-business division.

Noji will stay in Japan and “travel to the U.S. regularly” as he continues the role of president and representative director at the corporate headquarters, according to the company.

The change in the chief executive seat follows the recent appointment of longtime Yokohama veteran Norio Karashima as chairman and executive adviser to Yokohama Tire.

Past Work

It’s a return to Fullerton for Karashima, who served as chief executive here in the early 2000s. He also has served in various executive roles in the company’s international units, including Yokohama Reifen in Germany and Yokohama Rubber in China. He was most recently chief global marketing officer for the parent company.

The latest string of executive changes has left Yokohama Tire Chief Operating Officer and Chief Financial Officer Takayuki Hamaya to oversee the day-to-day functions at the Fullerton headquarters.

Meanwhile, Yokohama Tire’s Gary Nash has been appointed president of the company’s recently established Mexico subsidiary, Yokohama Tire Mexico S. de R.L. de C.V. Nash will stay in Fullerton in his new role.

The Mexico-based unit was formed in response to “the growing demand for consumer, commercial and [off-the-road] tires in Mexico,” according to the company. It is expected to bring “critical sales, distribution and business logistical advantages.”

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