Six Months In: Q&A with Yokohama COO, Jeff Barna
Yokohama COO, Jeff Barna Photo: Yokohama
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Yokohama COO, Jeff Barna Photo: Yokohama
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A former auto aftermarket executive with a lot of aftermarket sales and management experience with everything from shock absorbers to car batteries, Yokohama’s new COO Jeff Barna readily acknowledges he’s new to tires but he doesn’t see that as a hurdle.
“I’ve spent most of my adult life selling into channels that are synonymous with tires,” he says. “As I’ve told several customers, being around the wheel well and reconnecting with installers who have supported products from companies in my past makes me very comfortable. I have sold to many of the same customers, the same kind of independent dealer and large chains alike. The terminology maybe be slightly different and the number of SKUs much larger, but the fundamentals of good products sold by good sales people to good dealers and all making good profit is universal.”
Barna joined Yokohama in January, and after six months on the job, offers these observations about the company, the industry, and the North American tire market.
HDT: You’ve been with Yokohama since January. What are some of your main observations regarding the company and its strengths?
Jeff Barna: Yokohama’s a historic company – we’re celebrating our 100-year anniversary, indicative of a tremendous foundation of products and people. You don’t stay in business 100 years without having an adaptive ability to adjust to changing environments and changing times. I’m impressed by that. Yokohama’s an iconic brand that’s built a reputation of trust and reliability over the years.
While its originating roots are clearly embedded in Japanese soil, the brand has played an important role on American automotive culture. We have a tremendous portfolio of blue-chip customers who express their loyalty every day by selling our products to their end customers. I was pleasantly surprised by the depth of these partnerships and …Read the rest of this story
