Yokohama UK appoints new CEO

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Peter Fairlie has been announced as the new CEO of Yokohama HPT, effective from July 13, 2022, as the company looks to strengthen its senior management team.

Fairlie brings a wealth of experience learned from his most recent position as managing director of Prometeon (UK), and prior role as retail and fleet director of ATS Euromaster.

Yokohama HPT’s current managing director, Nick Greenfield, will remain with the company to support Fairlie during the transition phase, and as Yokohama UK continues to grow its business within the country.

Within his position, Fairlie will work in close collaboration with the rest of Yokohama’s management team to further develop product and customer channels.

The aim of the company’s strengthening and restructuring is to ensure that Yokohama is well-positioned within the current market to achieve a strategy of sales growth and market share, with a particular focus placed on Yokohama Advan and Geolandar 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.”

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After spending six years working as a mechanic for various motorsport and high-end performance car companies, Callum joined UKi Media & Events in February 2020 as an assistant editor. In this role he uses his vast practical knowledge and passion for automotive to produce informative news pieces for multiple vehicle-related sectors. Currently, he is responsible for content across UKi Media & Events' portfolio of websites while also writing for the company's print titles.

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