Yokohama Off-Highway Tires’ Makes Move to Extend Presence in Sweden


In Part 5 of our Agricultural Tyre feature, Commercial Tyre Business looks at how the Yokohama Off-Highway Tires brand (YOHT) is making the move to extend its presence in Sweden.With the Alliance product range offered by the NDI Group as a strategic distribution partner for the Nordics since 1984, YOHT has now forged a partnership with Broson Wheels to strengthen Alliance within the OE2 segment within Sweden.

YOHT Makes Move to Extend Agricultural Tyre Market Coverage

YOHT has announced that in addition to NDI as the brand’s strategic partner in the Nordics for almost 40 years, Broson Wheels will now be working with YOHT to boost OE2 sales for off-highway vehicles across Sweden. So the new partnership will give Swedish customers in the agriculture, forestry and construction sectors the opportunity to benefit from the full range of Alliance tyres.

NDI is a key player in the Nordics and has a very strong position in the market. Together with Broson Wheels’ experience and reputation in the OE business in Sweden, we see excellent opportunities for further growth of the Alliance brand in the Swedish agro-tyre market”, argues Ole Baek, Head of Sales for Northern Europe at YOHT.

For Andreas Palmgren, CEO at Broson Wheels AB, the opportunity is a great step for Bronson Wheels. Palmgren says, “Alliance has one of the biggest ranges in the market and has an enormous potential, we feel honoured to take on the task. We are looking forward to filling this new partnership with life through providing our customers with YOHT’s top tyre technology.” 

For the NDI Group, it sees a unique opportunity to further cement YOHT’s name in the consumer’s consciousness. Allan Pederson, CCO at the NDI Group said of the collaboration, “The NDI Group has a strong market position within the agriculture aftermarket in Sweden. We see a strong synergy in the new Alliance collaboration with the opportunity to further increase awareness of Alliance's quality products.”

For YOHT, the manufacturer has ambitions to become the leading provider of agricultural tyres. With this fortifying step of gaining additional coverage in the OE2 market in Sweden, YOHT has ensured that its OTR tyres are utilised in other demanding sectors, along with agriculture. Importantly, while YOHT is hoping to become a market leader for its tyre, the manufacturer is also keen to ensure it has an extensive range of distributors to help its tyres reach new customers across different markets. 

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.


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