Yokohama TWS Names Lawrence Harmon as Regional President for North and Central America

Yokohama Tire Wholesale Services (TWS) has announced the appointment of Lawrence Harmon as the new Regional President for North and Central America (NCA), effective January 1, 2025. In his new role, Harmon will spearhead the company’s business strategy across the NCA region, drive market expansion, and enhance the commercial team’s capabilities.

Reporting directly to Elio Bartoli, President of Yokohama TWS, Harmon brings over three decades of expertise in the tire industry. His extensive background includes a distinguished career in sales and marketing leadership across all major tire segments. Most recently, Harmon served as President of Global OE Business at Yokohama ATG, where he successfully built a robust team and fortified customer relationships. Prior to that, he was the Executive Vice President of Marketing & Sales at The Carlstar Group and held senior executive roles at Michelin, where he led various sales channels and crafted long-term market strategies.

“We are thrilled to welcome Lawrence to lead our North and Central America operations,” Bartoli said. “His deep industry knowledge and leadership experience will be key to strengthening our market presence and advancing our business strategy.”

In his new position, Harmon emphasized the company’s focus on enhancing collaboration with the replacement sales network. “Our priority in North and Central America will be on enhancing collaboration with the replacement sales network,” Harmon stated. “With our ‘local for local’ approach, we focus on providing tires and services that empower our customers and address their unique operational needs.”

Harmon also highlighted Yokohama TWS’s strong presence in the original equipment (OE) market in North America and outlined plans to extend similar success to the aftermarket sector. “We look forward to working with our dealer network to achieve similar levels of share in the aftermarket,” he added. Leveraging Yokohama’s multi-brand portfolio, the company is committed to delivering tire solutions across Agriculture, Construction, Material Handling, and Two-Wheeler markets, aiming to enhance productivity and efficiency for their customers in every operation.