OREANDA-NEWS. March 02, 2011. The Yokohama Rubber Co., Ltd., announced today that it will launch its new BluEarth eco tire series - an environmentally, human and socially friendly tire - in Europe. As the first product in the series, the flagship product BluEarth-1 will be available from April 2011. Possessing high levels of both environmental performance and safety, the BluEarth-1 also realizes performance friendly to people, including a more comfortable, quieter ride and reduced tire noise outside the car.

The concept of the BluEarth series is reducing specific burdens on drivers, passengers and surrounding living environments based on improved fuel efficiency through reducing rolling resistance, as well as maintaining safety. To those ends, Yokohama Rubber develops its own technologies to realize performance friendly to the environment, society and people and delivers them through its products. Hereafter, the company will accelerate development of products based on the concept by incorporating such technologies in replacement and original equipment tires for new cars and will expand the BluEarth series. Yokohama Rubber plans to promote the series globally - not only in Europe, but throughout the world.