Yokohama TWS has announced the appointment of Lawrence Harmon as Regional President of North and Central America (NCA), effective January 1, 2025.

In this role, Lawrence will be responsible for driving the NCA business strategy, leading market growth, and further developing the commercial team. He will report directly to Elio Bartoli, President of Yokohama TWS.

Lawrence brings over 30 years of experience in the tire industry and has a proven track record in sales and marketing leadership across all major tire segments. In his most recent role as president of Global OE Business at Yokohama ATG, he built a strong team and strengthened customer relationships. His previous experience includes serving as Executive Vice President of Marketing & Sales at The 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 thrilled to welcome Lawrence to lead our North and Central America operations,” said Elio Bartoli, president of Yokohama TWS. “His deep industry knowledge and leadership experience will be key to strengthening our market presence and advancing our business strategy.”

“Our priority in North and Central America will be on enhancing collaboration with the replacement sales network,” Harmon added. “With our ‘local for local’ approach, we focus on providing tires and services that empower our customers and address their unique operational needs. With a strong presence in the OE market in North America, we look forward to working with our dealer network to achieve similar levels of share in the aftermarket. Leveraging the full potential of our multi-brand portfolio, we are committed to providing tire solutions across Agriculture, Construction, Material Handling, and Two-Wheeler markets, helping our customers drive productivity and efficiency in every operation.”