As larger and high-performance tyres become the new norm in India’s rapidly growing SUV and premium passenger car segments, Yokohama India has introduced the industry-first ‘Easy Drive’ No-Cost EMI Program that’s aimed at making premium tyre upgrades more accessible and affordable. Launched just a month after the company began manufacturing 20-inch tyres locally, the move reflects Yokohama’s commitment to aligning with evolving market demands.
To ensure a seamless consumer experience, Yokohama India has partnered with Bajaj Finance, with the program offering a 6-month no-cost EMI option on tyres sized 17 inches and above. This means monthly payments starting at just Rs 1,807. We caught up with Gaurav Mahajan, Head of Marketing & OE Sales, Yokohama, to understand the thought process behind this timely initiative and began by asking:
What led to the decision to launch the Easy Drive EMI Program now, especially right after starting production of 20-inch tyres in India?
EMI options are already well-established in consumer durables. But the tyre market is undergoing a shift. Consumers are moving from compact cars like the Maruti Swift to SUVs like the Hyundai Creta, the Mahindra XUV 700, the MG Hector, the Mahindra Thar, or the Isuzu D-Max. To put things in perspective, a set of Swift tyres may cost Rs 20,000, but the same for Creta could go up to Rs 40,000 to Rs 45,000. Tyres for a Thar or Scorpio-N could touch Rs 60,000 to Rs 70,000. This shift highlights the need for more flexible payment options.
We saw an opportunity to take the lead and reshape how tyre purchases are financed. Also, with India’s road infrastructure improving rapidly, driving speeds are rising, and so are safety demands, especially with SUVs that have a higher center of gravity and require better handling and stability. This makes high-quality tyres even more crucial. So, we launched Easy Drive not just as a finance option but as a step toward making superior tyres more accessible to evolving Indian consumers.
With premium car sales on the rise in the Indian auto market, how do you see tyre preferences evolving over the next few years, especially in the SUV and premium segments?
That’s a great question, and it ties closely with the context I shared earlier. What we’re seeing now is that even first-time buyers are entering the market at a much higher price point; around Rs 12 lakh to Rs 14 lakh is becoming the new norm. SUVs are becoming increasingly popular, and with the rapid improvement of highways and driving infrastructure, people are driving faster and expecting better performance from their vehicles.
When someone invests their hard-earned money into a premium SUV or sedan – often their dream car – they naturally want the best for it, not just in terms of features but also in terms of upkeep and performance. So when the time comes to replace their tyres, say after 3 to 4 years of use, they’re more inclined to choose a high-quality product from a trusted brand. They want to ensure their car continues to perform at its best.
This is where we see a strong shift happening. The growing premiumisation of the market means customers are becoming more quality-conscious and brand-aware when it comes to tyre replacement. If we, as a brand, can provide easy access to these top-tier products through programs like Easy Drive, we believe there’s significant potential for increased adoption of premium tyres.
Yokohama has always been perceived as a premium brand. But with initiatives like EMI schemes, don’t you think it could dilute that premium perception?
That’s a very thoughtful question and one that’s quite close to our hearts. Yes, Yokohama has consistently been seen as a premium brand in the Indian market, and we take pride in that positioning.
But to us, being premium isn’t just about price; it’s about delivering exceptional value and performance and enhancing the motoring experience. Our philosophy is simple: Yokohama exists to help passionate motorists get the most out of their driving lifestyle. For our customers, driving isn’t just a means of transport; it’s a part of who they are. And when it comes to experiencing that passion, tyres play a central role. They’re the only part of the vehicle that actually touches the road. Every bit of power, braking, or cornering ultimately depends on the tyre’s performance.
So when we introduce something like the Easy Drive EMI program, it’s not to dilute our brand. It’s to make our premium experience more accessible. Whether it’s our ADVAN series, Geolandar range, or BlueEarth line, we want more enthusiasts to enjoy these high-performance products without compromise. In fact, we see this move as reinforcing our commitment to the motoring community by enabling more people to access the best, we’re staying true to what we stand for.
What kind of response have you received from your dealers, and possibly even customers, for the newly launched EMI offering?
The response has been very encouraging. While the program is still in its early rollout phase, we’ve already begun promoting it through in-store communication, digital channels, and media collaborations to spread the word.
There hasn’t been a comparable offering in the market before, so both dealers and customers see it as a welcome move. It gives consumers the flexibility to choose premium tyres without worrying about the immediate financial burden – particularly important now, when car and tyre sizes have grown significantly and so have costs. Currently, the program covers tyres sized 17 inches and above, as that’s where the most noticeable shift in demand is happening. In fact, over a quarter of OEMs are already fitting cars with 17-inch tyres or larger. Naturally, we’re already getting strong feedback and requests to expand this EMI option across more sizes, and we’re actively exploring that.
Overall, we’re very optimistic. It’s not just about selling more tyres. It’s about making premium tyre ownership easier and more accessible for a wider set of customers.
Are there any more consumer-friendly initiatives in the pipeline?
Yes, in fact, we already have another customer-centric initiative in place. It’s called the Lifetime Protection Program. The idea behind it is simple: we want our customers to enjoy their motoring lifestyle to the fullest and leave the worries to us.
Under this program, for up to 5 years from the date of purchase or until the tyre is half-worn (whichever comes first), if a tyre gets damaged due to any external factor, we offer a pro-rata replacement. This gives customers peace of mind, knowing that their investment is protected and that there’s a brand standing behind them every mile of the way. It reinforces our commitment to putting the user experience first.