Revolutionary Yokohama tire targets growing hybrid market

    TORONTO, Aug. 20 /CNW/ - A revolutionary new tire from Yokohama
manufactured with natural rubber and orange oil, and targeted at the rapidly
growing hybrid car market, establishes a new standard for environmental
responsibility while contributing to improved fuel economy and safety,
Yokohama Tire (Canada) Inc. has announced.
    Designed with ultra-low rolling resistance for enhanced fuel economy and
reduced emissions, the Yokohama dB super E-spec tire is the first of the new
Eco-motion line of tires in Canada from the company. The first dB super E-spec
tires, in sizes for the popular Toyota Prius hybrid, will be available in the
Canadian market in October.
    The new Yokohama tire is the first product in Canada designed
specifically for hybrid automobiles. Introduced in Japan in 2007, the dB super
E-spec reconciles the conflict between low rolling resistance - key to
delivering improved fuel economy - and superior grip in both wet and dry
conditions while offering the quiet, comfortable ride that compliments the
silent driving characteristics of hybrids.
    Manufactured with 80 per cent non-petroleum materials in a Yokohama plant
in Japan that boasts zero emissions, the dB super E-spec will appeal to the
growing legion of environmentally conscious hybrid buyers, explains Yokohama
Canada marketing executive Jonathon Karelse. "There are currently more than
25,000 hybrid vehicles on the road in Canada and that number is expanding
daily. Providing a replacement tire that meets these owners' high expectations
for environmental performance - from design to manufacture to use - puts
Yokohama on the ground floor of a market that we think will only grow in size
and importance," Karelse says.
    The new tire features a number of engineering and design achievements
that have combined to make it a technological leader.
    With 11 per cent to 22 per cent less rolling resistance than competitive
tires in its class, the Yokohama dB super E-spec will help improve the already
good fuel economy of hybrids which, in turn, further reduces the vehicles'
carbon-dioxide (CO2) emissions.
    "By significantly reducing petroleum-derived oil and using orange oil and
other natural elements instead, we've not only created a tire with extremely
low rolling resistance but one that's made from more renewable resources than
a conventional tire," Karelse explains.
    The orange oil, extracted from orange peel, is also key to the tire's wet
and dry performance and safety. Orange oil has a similar molecular
architecture to natural rubber, also used in the dB super E-spec, making the
tread compound more compliant for better traction in braking and cornering.
    Other technical innovations include a new, light-weight and less
air-permeable inner liner to help retain air pressure and ensure continued low
rolling resistance, and a design which minimizes tire noise for quiet
    Since 1998, Yokohama has been expanding its environmental credentials in
both product and manufacturing, becoming one of the world's most
environmentally responsible tire makers.
    Yokohama dB super E-spec tires designed to fit other hybrid vehicles will
be added to the line-up later this year.

    Yokohama Tire (Canada) Inc. markets and distributes a full line of tires
for high performance, passenger car, light truck, and commercial truck
applications, as well as off-the-road tires for mining, forestry and
construction applications. It maintains distribution centres across Canada to
serve more than 700 independent tire dealers.

For further information:

For further information: Jonathon Karelse, Marketing Manager, Yokohama
Tire (Canada) Inc., (604) 546-9656 xt 1143,; Doug
Mepham, MacDonald & Co., (613) 966-4969,

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