Jean, NV – The much-anticipated 2013 HDRA race season got underway with a thriller at the South Point Vegas 250 outside Las Vegas, Nevada. The frigid air on race morning did nothing to cool off the heated racing that took place out on the 62 mile long course. The course covered sandy washes, high-speed open desert and rocky mountain passes. The challenging layout had a little bit of everything to test drivers across the spectrum from the UTV’s to the blazing fast Trophy Trucks and unlimited Class one cars.

The fastest truck at the finish was Cameron Steele who took his Yokohama, Monster Energy, Lucas Oil Trophy Truck to the overall race victory. “My co-driver Tom Geviss and I knew we were going to be running a crazy fast pace,” said Cameron Steele, “We started on the first row next to the reigning HDRA Trophy Truck champ Ruben Ledezema and had BJ Baldwin and Brandon Arthur right behind in row two. We got out front on lap one and kept it on the pipe as the crew gave us constant updates, we knew BJ and the rest would be charging. We had a truck capable of running a torrid pace all day but when we were told BJ had mechanical problems, we backed off a little on the last lap. It was a great day in the desert for our team.

With the recent news of Roger Norman acquiring the SCORE Desert Series and the formation of a World Championship of Desert Racing, Trophy Truck teams are scrambling to put plans in place for the 2013 season. The World Championship of Desert Racing consists of three rounds of racing in the US, at HDRA events and three rounds in Mexico racing the SCORE Desert series. Many SCORE racers are eager to add the HDRA races to their schedule in order to chase a World Championship crown.

“We are anxious to compete with our Red Bull Trophy Truck in an International series for a World Championship,” said 44 year racing veteran Gustavo Vildosola, “We are about to enter a new era. Roger Norman has experienced racing as a driver and a promoter. It gives him a totally different point of view. He has some great ideas that I think will revolutionize the sport. We look forward to competing in the World Championship series.”

FULLERTON, CA – Yokohama Tire Corporation has announced the official launch of its all-new, user-centric Web site at www.yokohamatire.com designed to put customers first and their needs, according to Theresa Palang, Yokohama manager of public relations and digital marketing. It is built for engagement, interactivity, education, empowerment with information and positive shopping experience.

“Understanding the customers and how best to address their needs have always been the primary focus at Yokohama,” said Palang. “With the new site, we have now provided those customers with new means by which to express their needs and on a platform that is increasingly becoming their choice – digital.  Whether a beginner at the tire selection process or a seasoned enthusiast, male or female, performance aficionado or daily driver, the new site walks the user through according to their preferences and on a centralized hub that integrates all social media channels, tools and resources – a first in the tire industry.”


Key elements of the site include:

–        Interactive Driving Style Selector:  Asks consumers what their driving style is on a continuum of easy-going to spirited.

–        Relative Performance Meter:  Asks consumers to rate five tire performance factors in order of importance to them, including dry handling, wet handling, winter traction, noise/comfort and longevity.

–        Interactive Product “Hot Spots:” Explains how each tire feature has been built to deliver a specific benefit.

–        Tires 101:  Educates consumers on the relationship between tires and wheels, aspect ratios, tire sizing systems, speed ratings, load-carrying capacity, customizing options, and tire care and safety. Includes a glossary for better understanding of terms related to the characteristics and performance of tires.

–        Tech Lab:  Informs on the technologies that go into the design and manufacture of Yokohama tires, including water evacuation, tread wear, rolling resistance and aerodynamics simulations.

–        Integrated Social Media:  Yokohama’s Facebook, Twitter and YouTube channels are in one convenient place for consumers to post threads or learn what others are saying about Yokohama. Additionally, Yokohama’s proprietary iPad app is made available for download for consumers to take on the go.

–        Content Sharing and Bookmarking:  Consumers researching a product can easily email/print information, or make instant connections with others through a variety of bookmarking and sharing tools that include Facebook, Twitter, LinkedIn, Digg, Delicious, MSN Messenger, Reddit, Yammer and over 300 additional tools.

To assist the consumer in the decision-making process, shopping tools are also provided, which include:

–        Tire Comparisons:  Side-by-side comparisons are presented for up to three Yokohama tires selected.

–        Dealer Locator:  Multiple points of access provide a gateway anytime during the tire search process to the Dealer Locator, which returns results showing independent tire dealers, auto dealerships, and OE service providers.

Yokohama will also roll out new, stand alone sections on the site, including Motorsports, Sustainability, Commercial Tire and Off-The-Road Tire (OTR).

“The user-centric website with integrated social media channels are only the beginning,” said Palang. “As our customers migrate to other, newer digital platforms in the future we will introduce additional initiatives to make sure we are ever responsive to their preferences and needs.”

Check out the new site at www.yokohamatire.com.

Rialto, CA - Rodeo Ford of Goodyear, Arizona joins Chad George in the SuperLite Championship for the Lucas Oil Off-Road Racing Series at Speedworld Off-Road Park in Surprise Arizona on April 16-17.

Dodge Earnhardt, owner of Rodeo Ford commented, “We’re excited to be apart of Chad’s racing program this weekend, he already has a great start this season, and winning is what Rodeo Ford wants to be associated with. Combining our dealership, known for decades of outstanding service and great pricing, with a champion was an easy decision and a perfect fit.


I had the opportunity to personally race a SuperLite truck last season, it’s A LOT of FUN and it’s a real drivers class. The SuperLite program is top-notch and the Lucas Oil Off-Road fans know how to pack the house.”

Chad takes his #42 Kawasaki/Yokohama SuperLite into Round 3 of the LOORRS SuperLite Championship with 3rd place in the points championship. With Rounds 3 and 4 in Surprise, AZ he has the opportunity to move up 2 spots on the leader board, keeping him in contention for the title.

“During rounds 1 and 2 at Firebird Raceway we made adjustments and battled to put our Kawasaki/Yokohama SuerLite truck toward the front. After some more tuning in the shop, we think the #42 will be the truck to beat at Speedworld Off-Road Park. Rodeo Ford picked a great time to join the party!” said Chad George.

CORONA, CA – In off-road racing, there are limits: Limits to horsepower, speed, and even passing. But the most efficient way to push those limits out further is with traction. With better traction, you can apply more horsepower to the ground, you can go faster, and you can take the lines you need to take in order to get around your competition.

And that’s why it’s so important that the 2011 Lucas Oil Off Road Series has strong competition where the rubber meets the road, so to speak. We’re talking, of course, about the tire manufacturers, all of whom have returned for 2011, along with a new player in the game.

Off-road enthusiasts looking for guidance on how to choose the right tires for their trucks and SUVs have a helpful hand from off-road racers Cameron and Heidi Steele, who provide answers in Yokohama Tire Corporation’s third installment of Tire Tips. This series of short educational videos was created to help people learn more about tires, from proper maintenance to improving fuel efficiency.

The “how to choose a truck/SUV tire” video is hosted by off-road racing champions Cameron and Heidi Steele. Some might recognize Cameron from his other job as a TV commentator for X Games and other action sports event. He hosted the first two videos on the importance of  properly inflated tires and how to read the sidewall of a tire.  For the latest video he enlisted the aid of his lovely wife, Heidi, who also races off-road, to help determine the right type of wheel for your ride.

How to read the sidewall of a tire is the subject of Yokohama Tire Corporation’s second installment of Tire Tips, a series of short educational videos designed to help consumers learn more about tires. Like the first Yokohama Tire Tips video, which displayed the importance of properly inflated tires and debuted June 6 to coincide with Tire Safety Week, the latest video is hosted by off-road racing champion and TV commentator Cameron Steele.

“Most consumers don’t fully understand what all the numbers and letters mean on a tire’s sidewall,” said Fred Koplin, Yokohama Tire director, marketing communications. “Cameron and Yokohama employee Paul Algarin explain everything in an entertaining way that’s easy to follow and understand. That’s the reason we are producing these videos: to teach consumers about all aspects of tires, including care and maintenance.”