Yokohama Off-Highway Tires Selects New Country Manager for Italy


Massimo Mori joined Yokohama Off-Highway Tires (YOHT) as the new Country Manager for Italy in July. Massimo currently leads the aftermarket business in Italy for the Alliance & Galaxy brands and will report to Sandeep Unni, the Regional Head for Southern Europe at YOHT.

A Near Thirty-Year Career in the Tyre Business for Mori

Mori, who is based in Emilia Romagna, about 50 km south of Milan started his professional career in 1994. In 2000 Massimo started working for the Italian automotive company MTA. As an Export Manager there, he focused on sales development across half of Europe - taking on the responsibility for more than ten countries and respective sales agents.

The next steps in Mori’s professional career led him to national and international companies in the battery sector. Over a period of ten plus years, Massimo was able to further gather experience as Sales Director and International Key Account Manager, increasing his level of knowledge and improving his position. Thereafter, he was the Key Account Manager Automotive Aftermarket Southern Europe for a Japanese multinational company producing bearings and linear guides where he successfully implemented a new business and managed the “startup” of the automotive aftermarket in Italy, Spain, Portugal and Greece.

This year, he decided to take on a new challenge at YOHT. Speaking of his new position, Mori said: "I am very excited to join Yokohama Off-Highway Tires as Country Manager for Italy. I think that his position offers an excellent opportunity to build on my abilities and knowledge, thus successfully managing and developing the equally interesting and important segment of Off-Highway tyres for agriculture, forestry, municipalities, construction and various other uses in the Italian market. I am really looking forward to further getting involved and driving the business in Italy for both existing and new customers.”

Sandeep Unni, Regional Head for South Europe at YOHT enthusiastically welcomed Massimo to the fold by adding: “We are happy to welcome Massimo to the YOHT team and we are sure that he will add real value to our activities and presence in Italy. As we are continually investing in R&D and the development of cutting-edge products such as the Agri Star II, for example, we also need the right people to effectively support our customers and end-users.”

About the author

Adrian, located in Madrid, is joining the editorial team as a correspondent for the Valebridge Publications Ltd Group. Before starting in 2020 for Commercial Tyre Business, Adrian graduated with an English degree before working within marketing and recruitment in the non-profit sector. Recently he changed direction, undertaking a course in Marketing and International Business as a means towards moving into the journalism field, which he counts as his lifelong ambition.


Phone: (44) 1270 668 718


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