Yokohama Make Clean Sweep of SEMA New Product Awards Tire Category

The Specialty Equipment Market Association (SEMA) announced the winners of its Best New Products Award at the 2019 SEMA Show. Yokohama Tire made a clean sweep of the tire and related products category. While the company’s Geolander X-AT was named as the “Best New Tire,” its UHP Advan Apex and Geolander X-CV tires earned runner-up awards in the luxury SUV and crossover tire categories respectively.

Commenting on the awards, Andrew Briggs, Yokohama’s vice president of marketing and product management said that while winning a prestigious SEMA New Product Award is a major achievement, making a clean sweep of the category is an unprecedented feat. He said that the awards attest to the advances the company has made in terms of its new products.

He added, “2019 has been a watershed year for Yokohama as we’ve launched nine new consumer tires, including the X-AT, Apex and X-CV. We’re honored that the SEMA judges recognized our new product development and bestowed us with these awards.”

The SEMA annual New Product Awards contest which is held every year is meant to recognize outstanding achievements in the development of products that have been launched in the automotive specialty-equipment market at the SEMA Show. The products are judged in 16 award categories, with one winner and two runners-up being announced in each category.

The SEMA New Products Awards received almost 3,000 products for 16 different showcase categories. The winners were selected based on a wide range of parameters. These included superiority of innovation, technical achievement, quality and workmanship, consumer appeal and marketability, and more.