With the release of Advan Wheels and a new range of Advan Tyres, Yokohama decided to focus on the industry instead of themselves.

On Wednesday 14th September, Yokohama held their inaugural Tuning Industry Night, where players in the aftermarket tuning industry got together at the Cargo Lounge in the city for some free food, drinks and an “interesting” performance by none other than “Tina Turner”.

While basically an event to show off their new products, Yokohama decided to focus on the community of aftermarket tuners, in an attempt to get everyone from forum administrators to performance houses to get together for the sake of working together to grow the industry.

Brainchild of the night, Christian Hansen explains:

“The night is not so much about Advan products, but rather the industry, and how we can grow the JDM tuning industry really.

“By getting people together in the same room, they can talk to each other and get to know each other and then possibly help each other. Get forum administrators talking to our tyre dealers, get our wheel distributors talking to tuning houses…

“Perhaps down the track, a customer will buy some Advan Wheels from one of our distributors, which he then can correctly lead them to the right tuning shops to help them get the right gear, like sway bars, or turbo kits, for a better experience of the industry.”

Christian believes that one of the ways Advan Wheels can be successful in today’s market is to help grow the industry and grow the user base.

“If a tyre company were to say they were launching a new product, well there would probably only be the Marketing Manager and the bar staff, but tonight I think we are well intentioned.

“We want to see people excited about racing cars again – get people to track days, get them to experience their cars with proper modifications – and by getting everyone together with the intention of helping each other, I hope we can achieve that.”

You can check out their new range of products, including new lightweight wheels and two new ranges of tyres – the Advan Neova and the new Advan A050 semi-slick – at their new website, www.advanwheels.com.au.