Yokohama TWS has announced the appointment of Lawrence Harmon as Regional President, North and Central America (NCA), effective January 1, 2025.
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In this role, Lawrence will be responsible for driving NCA’s business strategy, driving market growth, and continuing to develop the commercial team. He will report directly to Elio Bartoli, President of Yokohama TWS.
Lawrence has over 30 years of experience in the tire industry and has a proven track record of leading sales and marketing in all major tire segments. In his most recent role as President of Yokohama ATG’s global OEM business, he built a strong team and strengthened customer relationships. His previous experience includes serving as Executive Vice President of Marketing and Sales at Carlstar Group, as well as holding senior executive positions at Michelin, where he successfully led various sales channels and developed long-term market strategies.
“We are pleased to welcome Lawrence to lead our operations in North and Central America,” said Elio Bartoli, President of Yokohama TWS. “His deep industry knowledge and leadership experience will be key to strengthening our market presence and developing our business strategy.”
“Our priority in North and Central America will be to strengthen cooperation with the alternative sales network,” Harmon added. “With our ‘local for local’ approach, we focus on providing tires and services that empower our customers and meet their unique operational needs. With our strong presence in the North American OE market, we look forward to working with our dealer network to achieve similar levels of share in the aftermarket.” Selling. Leveraging the full potential of our multi-brand portfolio, we are committed to providing tire solutions across the agriculture, construction, material handling and two-wheeler markets, helping our customers increase productivity and efficiency in every operation.
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