• 100% of lead used by Yokohama comes from scrap batteries recycled and reblended at their reclamation plant.

• As part of Yokohama’s ambition of becoming carbon neutral, they have their carbon footprint audited by independent international auditors.

• As part of Yokohama’s ambition of becoming carbon neutral, they have their carbon footprint audited by independent international auditors.

• The lush Sungai Tekala recreation park is ten minutes from their manufacturing plant in Semenyih, and the river is inextricably linked to many of their processes. Yokohama adopted Sungai Tekala in 2014 and have activities throughout the year to maintain it

• Yokohama batteries go through hundreds of hours of testing before being released for sale. This includes 500 hours of water-loss testing and 186 hours of corrosion testing.

THINGS YOU DIDN’T KNOW ABOUT YOKOHAMA

MARKETYokohama Industries is Malaysia’s largest

and most advanced integrated lead acid manufacturer. Besides high quality automotive batteries for passenger and commercial vehicles, Yokohama produces advanced motive power solutions for electric material handling equipment like electric forklifts and reach trucks. They also supply golf buggy batteries, stationary industrial batteries, battery management systems and a range of related accessories and solutions. Lead and polypropylene reclamation has been one of their major activities since 1997 and around 3,000 metric tonnes of scrap batteries are recycled monthly into pure lead, alloys and pelletised plastic to be made into new batteries at their manufacturing plant or sold.

Yokohama has over 10,000 points of sales domestically, serving thousands of automotive shops nationwide through eleven strategically placed distribution hubs across Malaysia and also exports their products to over 40 countries.

Yokohama is a major player in the OEM market supplying to various leading domestic car manufacturers – a testament to the company’s exceptional reliability and after service sales. Yokohama is the market leader in automotive lead acid battery manufacturing.

What gives Yokohama the edge over its competitors in a power hungry world? Three things:- Uncompromising quality, cutting-edge research and development and a relentless commitment to sustainability.

Yokohama realises the importance of capitalising on their brand difference and allowing it to bring them to greater heights and is well-placed to continue being at the forefront of the automotive battery industry.

ACHIEVEMENTSYokohama’s product excellence has received numerous awards and recognitions including The BrandLaureate Award for three years running (2013, 2014, and 2015), Selangor Industry Awards and Ministry of International Trade and Industry Award and, most recently, the company achieved Superbrand status.

A few short years after being founded as a used automotive reconditioning business,

‘Yokohama’ branded batteries were launched. The company branched out into the lead reclamation business in 1997. In the next two decades they pioneered Malaysia’s first Maintenance-Free batteries, developed and introduced proprietary Beta alloy and pastes into their batteries, employed proprietary tilting rotary furnaces and continuous casting to reach outstanding levels of efficiency and consistency, and started up the region’s most advanced electrochemical research facility.

In 2014 Yokohama’s manufacturing facility received TS 16949 certification – a testament

to their ongoing commitment to continual

i m p r o v e m e n t , quality products and resource efficiency.

‘Quality’ is Yokohama’s fundamental design principle and is supported by world-class technology and strict quality control at every stage in order to meet the highest standards for quality and environmental management. Both Yokohama’s manufacturing and reclamation facilities have been ISO 9001 compliant since 2001, and ISO 14001 compliant since 2007.

Research and development is the backbone of Yokohama’s steady growth over the years, and a key reason why they can maintain their position at the forefront of Malaysian and global technologies.

Many of their R&D achievements emerge

from Yokohama’s Centre for Electrochemical Research - one of the finest electrochemical R&D labs in the region. Some of the Centre’s most significant accomplishments was enhancing their lead reclamation process to breakthrough levels of recyclability and efficiency and developing their proprietary Beta Alloy and paste - the secret behind their products’ high performance and negligible water loss.

One of the most exciting R&D projects Yokohama is spearheading is in Thin Metal Film technology which will revolutionise the automotive industry through the provision of batteries that are many times more powerful, much smaller in size and at a much lower cost,

than any battery in the market.

Several significant achievements include:-

100% of lead used by Yokohama is derived from scrap batteries from the reclamation plant, meaning no new lead is mined for their requirements.

The reclamation process mitigates 230 tonnes of carbon dioxide that would otherwise be released into the environment monthly.

The polypropylene component of the scrap batteries are recycled into pelletised

plastics to be re-used to make battery casings.  

Zero waste is produced in their reclamation cycle - meaning 100% of every

scrap battery received is either recycled into reusable materials, or fed back into the reclamation process.

In 2014, Yokohama also became the first Malaysian company to manufacture motive power cells, making them a regional pioneer in this industry.

HISTORYSince their humble beginnings in 1967 as a used automotive battery reconditioning business, Yokohama has experienced exponential growth to become one of Malaysia’s most trusted brands.

PRODUCT Every Yokohama product whether it’s an automotive battery, related accessory, manufacturing material or energy solution – guarantees quality, confidence and safety. Their

tagline ‘Start with the best’ reflects their two main goals for their products.

First – you’re off to a great start. It’s important to start well, because it enables you to live life to the fullest and Yokohama customers can be confident that their cars can start in the morning and can move forward to enjoy the rest of their day.

Second – they’re the best in the business. They produce high quality, reliable products backed by decades of experience and a strong commitment to research and development.

RECENT DEVELOPMENTSIn 2014, Yokohama launched their new line of advanced traction cells, or motive power cells, further enhanced by their investment in

the world’s leading acid circulation formation module, Inbatec. They specialise in traction cells for electric material handling equipment like forklifts and reach trucks, as well as golf buggy batteries for buggies, aerial work platforms and sweepers. They are proud to collaborate with world class motive power manufacturer Eternity Technologies on this venture, and are the first company in Malaysia to manufacture motive power cells.

TheYokohama Gold MF range of automotive batteries boasts increased capacity, battery life and cold cranking amps (CCA), and features the highest product specifications of their class of batteries so far.

Yokohama brought their domestic distribution services in-house in 2015 which meant the setting up of eleven strategically located branches across the country to further enhance the distribution process, ensuring that they move closer to the customer. This has also greatly increased the company’s after sales service coverage.

Yokohama invites students, universities and industry partners to collaborate with them on joint research programmes and is currently funding the PhD courses of several employees, who are conducting pioneering research on nanocarbon and nano-oxides.

PROMOTIONYokohama’s brand difference lies in their strong commitment to quality, research and sustainability. Their promotions leverage off these strengths, and are strategically placed across a mix of automotive magazines, high-visibility billboards, newspaper advertising and localised marketing campaigns.

Yokohama’s branding strategy focuses on automotive retailers, automobile enthusiasts and the general public. Each promotional campaign takes into consideration its target audience, with messages containing ‘language’ and technical ‘jargon’ to match the audience’s interests.

In 2015 Yokohama embarked on a brand evaluation exercise to strategise steps to be taken to elevate their brand standing for a global

audience. Watch this space!

Yokohama’s tagline ‘Start with the best’ imparts the main goals of their product offering over the years, and is now recognised alongside the logo as a trusted brand in Malaysia.

One aspect of Yokohama’s marketing strategy focuses on their ‘heroes’ on the ground - local mechanic shops, as they acknowledge the important role they play in creating a great customer experience.

BRAND VALUES Yokohama’s four brand values encapsulate their aspirations for their product: Reliable, Quality, Advanced and Sustainable.

This is Yokohama’s brand promise: Every Yokohama product whether it’s an automotive battery, related system or accessory, manufacturing material or energy solution – guarantees quality, confidence and safety. Their standing as Malaysia’s leading and most trusted battery manufacturer is backed by decades of experience, cutting edge research and an

unwavering commitment to sustainability

Yokohama’s logo consists of two parts – the red pictogram and the wordmark.

The red pictogram depicts the road forward

and at the same time is a stylised letter ‘Y’ which is the first alphabet of the company’s name. The road alludes to their core business of automotive battery manufacturing. Red is their official corporate colour, referring to their focus on power.

The Wordmark is the company name. The word is boldly designed, indicating confidence in their brand and a sound business model to propel them into the future.

Yokohama’s production is supported by dedicated staff, state of the art technology and strict quality control at every stage. Their in-house research and development team further improves their industry-leading batteries with continuous product and process upgrades and enhancements.

With ‘Quality’ as their fundamental design principle, the company employs stringent tests that comply with, and exceed, global standards, including performance tests, water loss tests (500 hours), corrosion tests (168 hours), leak tests, field tests and structural strength tests.

On the assembly floor, every battery undergoes a series of quality checks before earning its place in a Yokohama carton box. This includes short circuit, structural strength, air leak and performance tests.

www.yokohama.my

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