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Peter Fairlie new CEO of Yokohama UK

Peter Fairlie has been named as the new CEO of Yokohama HPT Ltd and will join the company on 13th July.

Peter Fairlie

Fairlie brings with him a wealth of tyre industry experience having operated at board level, most recently as managing director of Prometeon (UK) and prior to this as retail and fleet director at ATS Euromaster.

Yokohama’s current managing director, Nick Greenfield will remain with the company to support Fairlie as it continues to grow and strengthen its UK business.

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

Yokohama said Fairlie and the rest of the management team will work closely to further develop product and customer channels.

It added that this strengthening and restructure will ensure that Yokohama is best placed to achieve its strategy of continuing to grow sales and market share, particularly of Yokohama Advan and Geolandar products which already have a significant presence within the high inch premium segments.