Who Is Jeff Barna?
Jeff Barna is a high-level business leader. He is currently the president & CEO of Yokohama Tire Corporation in the U.S. and also heads Yokohama Corporation of North America.
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He joined Yokohama as Chief Operating Officer (COO) in 2017. By 2021, he had been promoted to president & CEO. In March 2025, his role expanded to include leadership responsibilities in Canada and Mexico.
Early Career in Simple Words
Before working at Yokohama, Jeff gained a lot of experience:
- He worked at Nilfisk-Advance, a company that makes cleaning equipment.
- Earlier, he was at Exide Technologies, a global battery
- His very first job was selling Monroe shock absorbers in New York for Tenneco.
This path gave him strong skills in sales, marketing, and leadership.
What Does He Do at Yokohama?
Leading the Company
As CEO, Jeff leads the North American operations of Yokohama. This includes:
- Managing two manufacturing plants
- Overseeing four big distribution centers
- Running an R&D technical center in North Carolina
- Based at the corporate office in Santa Ana, California
Building Trust and Growth
When Jeff started in 2017, Yokohama’s U.S. branch was underperforming and had credibility issues with its parent company in Japan. Over two years, he rebuilt trust and helped Yokohama gain market share in 32 of 36 months.
Culture and Innovation
Jeff focuses on an honest, open company culture. He emphasizes self-awareness—encouraging the team to recognize both strengths and weaknesses and act to improve.
He’s also mindful of challenges in tire technology, such as making tires that work well with electric vehicles, which are heavier and harder on tires.
Industry Leadership
In October 2024, Jeff was elected Chair of the Board at the U.S. Tire Manufacturers Association (USTMA). He will serve in this role until 2026. This position reflects his strong experience and leadership in the tire industry.
Summary Table: Jeff Barna at a Glance
Role/Title Details Current Position President & CEO – Yokohama Tire Corporation (U.S.) & North America Joined Yokohama2017 as COO Promoted to CEO in 2021Expanded Role 2025 – added Canada & Mexico responsibilities Industry Role: Chair of USTMA Board (2024–2026) Key Focus Areas Growth, company culture, innovation, electric vehicle challenges
FAQs
What does Jeff Barna do?
He is the president & CEO of Yokohama Tire Corporation in the U.S. and North America. He leads operations, sales, marketing, and growth strategies.
When did he start at Yokohama?
He joined in 2017 as the Chief Operating Officer (COO) and became CEO by 2021.
What did he do before Yokohama?
He held leadership roles at Nilfisk-Advance and Exide Technologies, and his early career was in sales at Tenneco.
Does Jeff have an industry role beyond Yokohama?
Yes. He became Chair of the USTMA Board of Directors in 2024 and will serve until 2026.
What leadership style does he follow?
Jeff values self-awareness, honest feedback, and a strong company culture. He also looks ahead at trends like electric vehicles and how they affect tire design.
Conclusion
Jeff Barna stands out as a thoughtful, growth-oriented leader. He helped shift Yokohama’s U.S. operations from underperformance to steady success. Through his focus on culture, innovation, and industry leadership, he continues to guide Yokohama forward—boldly and steadily.