The market share of Yokohama ATG brands is growing.
According to Raffaele Musella, Field Sales Manager in Italy, the secret of this success lies in the strong balance between performance, durability, and pricing of Alliance and Galaxy tires, as well as in product ranges capable of meeting a wide variety of farm needs.
“The Italian market,” says Raffaele Musella, Field Sales Manager in Italy for the Alliance and Galaxy brands, “is increasingly focusing on efficiency and sustainability combined with technologies that improve productivity. Operators are looking for tires that guarantee optimal traction, reduced soil compaction, and long-term durability. In this context, ATG is recognized in Italy as a reliable and innovative brand with a strong value-for-money proposition. Not by chance, it is growing significantly in high-technology segments, such as VF (Very High Flexion) certified radials, and is also appreciated in specialist sectors thanks to the breadth of its product offering.
Tires from the Agristar 372 VF, 354 Agriflex+, and 550 Multiuse series are among the most in demand, but requests vary significantly from region to region, as Italy is an agricultural mosaic with very different functional needs from province to province. For this reason, Alliance offers a broad and flexible range capable of adapting to every context: from high-flexion tires for the Po Valley plains, to multiuse solutions for the Tuscan hills and Venetian vineyards, up to robust and versatile products for southern regions.
In this scenario, the 550 Multiuse line is gaining interesting market shares. Designed for mixed field/road operations, it is also appreciated in specialist applications, long-distance transport, and municipal maintenance. Thanks to its reinforced carcass and optimized tread pattern, it ensures stability, traction, and comfort, while reducing vibrations and noise emissions.
Alongside this product line are the already mentioned VF-certified tires, which minimize the need for pressure adjustments during operations without compromising traction or soil protection, thereby significantly increasing farm productivity.
ATG’s success in Italy is also supported by a widespread network of distributors and specialized dealers covering the entire territory. Operators can rely on technical consultancy, professional installation, and fast, effective after-sales support for both agricultural machinery and tractors. In addition, ATG offers extended warranties that go well beyond legal requirements, covering manufacturing defects and structural issues for periods ranging from a minimum of five years up to ten years. The aim is to provide customers with security, protect investments, and guarantee consistent performance over time, while closely monitoring market trends and customer needs.
In this perspective, ATG is focused not only on continuously strengthening its agricultural tire range, but is also ready to evaluate other production opportunities. One possible example could be rubber tracks, products that—if approached in the future—would in any case have to meet the brand’s typical standards of quality and performance.”
Yokohama ATG is part of the Yokohama Rubber Group, which also includes other divisions operating in the agricultural sector. Is there internal competition?
“Within the Yokohama Rubber Group, each brand maintains its own identity, specialization, product offering, and market positioning. Alliance and Galaxy, managed by Yokohama ATG, are focused on the off-highway segment, with dedicated strategies and networks. The coexistence of multiple brands does not create confusion, but rather makes it possible to offer targeted solutions for different needs, ensuring that farmers can choose the most suitable option for their applications and budgets.
This approach is also adopted by other companies in many different sectors and allows the market to be covered effectively without creating customer disorientation. It also enables the Group to stand up to increasingly aggressive competition, especially on the price front—an area where ATG has chosen to compete by offering technologically advanced products at competitive price lists.
Of course, cheaper solutions can be found on the market, but the experience and know-how required to manufacture high-quality off-highway tires cannot be improvised. This gives ATG brands an advantage, allowing them to avoid simple price wars.
This strategy may not fully align with a market trend that is moving toward the cheapest solutions, but ATG knows it can counter this by offering products characterized by the right balance between price and performance, as well as by the ability to reduce operating costs.
And we must not forget that in a complex economic context, the key word for the future of agricultural mechanization will be ‘efficiency’, understood as maximum output with minimum waste. This operating philosophy, applied to our tires, has been verified by operators during the recent Field Day organized at the Provana Group Innovation center, through practical demonstrations aimed at highlighting the benefits of correct tire pressure combined with Alliance’s innovative technologies.
Two solutions were at the center of the demonstrations: Agri Star II and Agriflex+ 373. The former was selected as the flagship radial tire based on Stratified Layer Technology, while the latter is a VF-certified radial. The test results, reported in a table published in these pages, showed that by choosing the right tire in terms of construction technology and optimizing pressures according to loads and operations, farmers can save up to more than 6.5 liters of diesel per working hour, with concrete benefits in terms of profitability.
Title: Tires Alliance: quality at the right price
Translation with ChatGPT
