Yokohama UK Names New CEO

Peter Fairlie has been named the new CEO of Yokohama HPT, effective July 13, 2022. This will help to strengthen the company’s senior management team.

Fairlie was the retail and fleet director at ATS Euromaster before becoming the managing director of Prometeron (UK). He brings a wealth of experience from both positions.

Nick Greenfield will remain the managing director at Yokohama HPT and will support Fairlie through the transition. Fairlie will work with the rest of the management team to develop more products and customer channels.

The move will help the company to restructure and strengthen Yokohama within the current market. The goal is to create an effective strategy for market share and sales growth. The main focus will be on Yokohama Geolandar and Advan products.

“Yokohama has already gained significant brand awareness and increased market share in the premium segment,” commented Peter Fairlie. “I look forward to joining Yokohama HPT and leading the UK team as we move to the next phase of the company’s development.”