The Yokohama Rubber Company, Limited (横浜ゴム株式会社, Yokohama Gomu Kabushiki-gaisha) is a tire company based in Tokyo, Japan. The company was founded and began on October 13, 1917, in a joint venture between Yokohama Cable Manufacturing and B.F. Goodrich. In 1969, the company expanded to the United States as Yokohama Tire Corporation. The Aspec A300 was the driving force behind its tremendous rise. Branding, especially in Japan, will often use "ADVAN" instead of Yokohama. ADVAN wheels and tires have a strong presence in the aftermarket scene worldwide.