Yokohama is having an interesting year on the sponsorship front. First they announce they are the official tire of the 24 Hours of Lemons, and then they announce their sponsorship of the 2018 TrophyLite R4 series. Two things that are at decidedly different ends of the tire spectrum. Throw in the Porsche GT3 cup challenge and you get the idea of how much fun they must be having.

24 Hours of Lemons

SANTA ANA, CA. – (Jan. 18, 2018) – Yokohama Tire’s latest racing partnership certainly has juice: The tire maker is now the official tire of the 24 Hours of Lemons, the madcap race series featuring cars that cost a whopping $500 or less (not including tires, of course, plus safety equipment, wheels, etc.).

Created by longtime auto journalist Jay Lamm in 2006, the just-for-fun 24 Hours of Lemons endurance road racing series features everything from stretch limos and junked Maseratis to sturdy Toyotas, beaten-down BMWs and Camaro-eating Mustangs. In short, anything goes.

“Even really bad cars deserve really good tires,” said Lamm. “Listen, Lemons racers need all of the help they can get and I’m delighted that Yokohama is onboard and giving us some credibility.”

“This will be a wild series,” said Fardad Niknam, Yokohama’s senior director of consumer product planning and product marketing. “It’s unconventional to say the least, but everyone has a good time and it’s certainly the first racing series we’ve been involved with where the tires cost more than the cars.”

Niknam added that Yokohama also has the naming rights to six of the 19 U.S. races as part of the deal. “Lemons races have funny names like the ‘Button Turrible,’ ‘Southern Discomfort,’ and ‘Pacific Northworst GP’ and that’s part of the charm. It’s what makes the 24 Hours of Lemons so cool.”

For more on the 24 Hours of Lemons 2018 schedule, visit

TrophyLite Announcement

SANTA ANA, CA. – (Jan. 22, 2018) – Yokohama Tire’s off-road racing program continues to expand. The tire maker announced today that its GEOLANDAR M/T G003^™ (size 33X12.50R15) is the spec tire of the 2018 TrophyLite R4 Series. First race of the season is the Best in the Desert (BITD) Parker 425, Feb. 1-4 in Parker, AZ.

“The TrophyLite Series has grown tremendously over the years and it’s easy to see why. It’s an exciting desert racing series that’s designed to keep the cost of racing down so more people can do it,” said Fardad Niknam, Yokohama Tire’s senior director of consumer product planning and product marketing. “TrophyLite is an excellent fit for our GEOLANDAR M/T G003 tires.”

Designed for hardcore off-roaders, outdoor enthusiasts and pick-up truck/SUV owners, the M/T is the latest member of Yokohama’s rugged GEOLANDAR^® line of durable, light truck tires.

“The M/T is the perfect fit for TrophyLite, it is tough and offers great traction and durability,” said TrophyLite owner Jason Cobb. “To have such an iconic company like Yokohama Tire supporting our series and our racers is absolutely amazing.”

2018 TrophyLite Schedule

National Series

February 1-4 BITD, Parker 425, Parker, AZ

March 8-11 BITD, Mint 400, Las Vegas, NV

May 3-7 BITD, Silver State 300 (TrophyLite Shoot Out), Las Vegas, NV

August 15-18, BITD Vegas to Reno, Las Vegas, NV

October 11-14, BITD Laughlin Desert Challenge, Laughlin, NV

November 29 – December 2, BITD Pahrump 250, Pahrump, NV

Regional Series

February 7-9 SNORE, Battle at Primm, Primm, NV

May 3-7 BITD, Silver State 300 (TrophyLite Shoot Out), Las Vegas, NV

August 3-4 SNORE, Midnight Special, Jean, NV

December 7-9 SNORE, Rage at the River, Laughlin, NV

Yokohama’s other off-road alliances include being the title sponsor of the 2018 Yokohama NORRA Mexican 1000 and the 2018 Yokohama Sonora Rally, as well as being the official tire of Horsepower Adventures. Yokohama is also sponsoring the GenRight Off Road Race Team in the 2018 Ultra4 series 4400 Class, and sponsored the SsangYong Motorsport team in the recent Dakar Rally.

Yokohama is also the official spec tire of the 2018 Porsche GT3 Cup Challenge USA by Yokohama and the 2018 Ultra 94 Porsche GT3 Cup Challenge Canada by Yokohama, as well as the official tire of the 24 Hours of Lemons.

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William Connor

As the Editor, William is responsible for all the good, the bad, the ugly and the indifferent that happens at 4WAAM. William brings a wide range of experience to this role. He also wields a freely shared...

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