Hiratsuka, Japan—The Yokohama Rubber Co., Ltd. today introduces the newest tire to its lineup—the ADVAN dB V553 is a premium comfort tire that will provide a superbly quiet ride throughout its useful lifespan. The ADVAN dB V553 initially will be launched in Japan and Asian markets from February 2024. Yokohama Rubber plans to provide the new tire in 46 sizes, ranging from 225/45R21 95W to 155/65R14 75H.

The ADVAN dB V553 is a successor to the ADVAN dB V552 unveiled in 2017. The new tire was developed under the concept of a “premium comfort tire with sustainably superb quietness.”
The new ADVAN dB V553 was developed to provide drivers and passengers with a superbly quiet, comfortable, and safe ride over its entire useful lifespan. In addition to enhancing the quietness of its predecessor the ADVAN dB V552, which has been highly regarded as a quiet tire, the ADVAN dB V553 features a construction that slows the deterioration of the tire’s quietness and wet performance typically caused by the usual wear during a tire’s normal lifespan.

The development of ADVAN dB V553 included creating a new tread pattern design and optimal structures for each tire size. As a result, noise energy is reduced both when the tire is new and after a certain amount of wear compared to its predecessor. The compound used in ADVAN dB tires provides the tire with an excellent balance of fuel efficiency, wet performance, and wear resistance. The tire’s design also enhances its wear resistance and wet performance when it begins to display some degree of wear. The sidewalls of ADVAN dB V553 feature a pattern that gives an image of tranquility in rain and a distinctly stylish logo design, which together present an image worthy of a premium comfort tire.

The ADVAN dB V553 also bears Yokohama Rubber’s proprietary “E+” mark indicating that the tire is suitable for use on electrified vehicles. In addition to placing the “E+” mark on the tire’s sidewall, Yokohama Rubber is prominently displaying the “E+” mark in its tire catalogs and websites so that customers can readily identify the ADVAN dB V553 as a tire that incorporates technologies that meet the special needs of electrified vehicles, such as low electricity consumption and quietness. In addition, Yokohama Rubber is using electricity derived from renewable energy sources in its production of the tires.

Under Yokohama Rubber’s three-year (2021–2023) medium-term management plan YX2023, the consumer tire business aims to maximize the sales ratios of high-value-added YOKOHAMA tires, namely the global flagship ADVAN brand, the GEOLANDAR brand of tires for SUVs and pickup trucks, and various winter tires.