Yokohama Exec Talks Marketing to Women

Yokohama Exec Talks Marketing to Women

Yokohama Tire Corp. senior director of marketing Fred Koplin participated in a panel of marketing executives and spoke about the tiremaker’s marketing efforts towards women at the 11th annual Marketing to Women Conference in Chicago on April 21.


The panel focused on how to gain more business and brand awareness among women in the automotive marketplace. According to Koplin, Yokohama is “extremely conscientious about increasing our brand awareness to women.”

“They make up half of all tire purchases and have a particular interest in benefits such as fuel efficiency, safety and value,” Koplin said.

Jody DeVere, CEO of, moderated the panel. Joining DeVere and Koplin on the panel were Hwei-Lin Oetken, vice president market intelligence, Kelley Blue Book; Marcela Tabares, senior vice president of strategic insights, A&E Networks; Sara Miller, senior program assistant, Motor Oil Matters; and Sondra Healy, owner, Turtle Wax.

Koplin said tire dealers are increasingly aware of women customers and are creating a better atmosphere at stores. “Whether it’s at a tire store or an auto dealership, research shows the woman shopper wants a clean and comfortable environment where they can trust the salespeople. Leading retailers recognize this and are creating better retail shopping and service experiences.”

Women are careful shoppers, added Koplin. “They ask the people they trust the right questions so they can get the best tires for their vehicles.”


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