Yokohama Off-Highway Tires Appoints New Country Manager for Italy


Massimo Mori, highly experienced sales expert, joined Yokohama Off-Highway Tires (YOHT) as new Country Manager for Italy in July.

Massimo Mori


In this position, Massimo leads the aftermarket business in Italy for the Alliance & Galaxy brands. He reports to Sandeep Unni (Regional Head for South Europe at YOHT).

The 47-year-old lives in Emilia Romagna, about 50 km south of Milan. Starting his professional career with a local company in 1994, Massimo changed jobs after six years and started working for the Italian automotive company MTA. As an Export Manager there, he focused on sales development across half of Europe -taking on the responsibility for more than ten countries and respective sales agents.

Next steps in Massimo’s professional career led him to national and international companies in the battery sector. Over a period of ten plus years, Massimo was able to further gather experience as Sales Director and International Key Account Manager, increasing his level of knowledge and improving his position. Thereafter, he was the Key Account Manager Automotive Aftermarket Southern Europe for a Japanese multinational company producing bearings and linear guides where he successfully implemented a new business and managed the “startup” of the automotive aftermarket in Italy, Spain, Portugal and Greece In 2021 he decided to take on a new challenge at YOHT.

Massimo’s two fantastic daughters are the centre of his universe, however as a self-proclaimed “sports addict” he also enjoys playing football with friends and padel as the lastest evolution of this tennis career. During the summer season, he also likes to ride his bicycle in the beautiful landscape of his home region.

“I am very excited to join Yokohama Off-Highway Tires as Country Manager for Italy”, says Massimo. “I think that his position offers an excellent opportunity to build on my abilities and knowledge, thus successfully managing and developing the equally interesting and important segment of Off-Highway tires for agriculture, forestry, municipalities, construction and various other uses in the Italian market. I am really looking forward to further getting involved and driving the business in Italy for both existing and off course new customers”.

Sandeep Unni, Regional Head for South Europe at YOHT emphasises: “We are happy to welcome Massimo in the YOHT team and we are sure that he will add real value to our activities and presence in Italy. As we are continually investing in R&D and the development of cutting-edge products such as the Agri Star II, for example, we also need the right people to effectively support our customers and end-users.”