Jeff Barna Leading the Future of Yokohama Tires
“A leadership journey driven by growth, culture, and execution”
A respected leader in the global tire industry, Jeff Barna brings more than three decades of experience across manufacturing, logistics, and the automotive aftermarket. As President and CEO of Yokohama Tire Corporation’s North American operations, he has guided sustained growth through disciplined strategy, operational excellence, and a strong, values-driven organizational culture.
Key Facts About Jeff Barna
| Fact Category | Details |
|---|---|
| Full Name | Jeff Barna |
| Industry Focus | Tire Manufacturing, Automotive Aftermarket |
| Current Role | President & CEO, Yokohama Tire Corporation (North America) |
| Additional Role | President & CEO, Yokohama Corporation of North America |
| Global Affiliation | Senior Managing Officer, Yokohama Rubber Co., Ltd. |
| Years of Experience | 30+ years |
| Education | B.A. in English & Business Management, College of William & Mary |
| Notable Distinction | First non-Japanese corporate officer in Yokohama’s 100-year history |
| Key Leadership Area | North American operations (U.S., Canada, Mexico) |
| Industry Leadership | Chair, U.S. Tire Manufacturers Association (2024) |
| Board Involvement | Trustee, University of the Aftermarket Foundation |
| Residence | Southern California, United States |
Early Life and Education
Jeff Barna earned a Bachelor of Arts in English and Business Management from the College of William & Mary in Williamsburg, Virginia, completing his studies before embarking on his professional career in the late 1980s. This interdisciplinary education offered a balanced foundation, blending the depth of liberal arts with the rigor of business training.
His studies in English refined his capacity for clear expression, persuasive communication, and critical analysis, while his business education equipped him to navigate operational, financial, and strategic complexities. Together, these disciplines shaped a leadership approach that is both analytical and people-focused, strategically minded, yet anchored in clarity, insight, and effective communication.
Early Career in Automotive and Battery Manufacturing
Barna’s professional career began in the automotive aftermarket, where he sold Monroe shock absorbers at Tenneco Automotive. This early exposure to sales at the ground level gave him firsthand insight into customer relationships, distributor networks, and market dynamics, knowledge that would prove invaluable throughout his career.
He later joined Exide Technologies, a global battery manufacturer, where he spent significant portions of his career across two tenures (1987-2001 and 2005-2012). At Exide, Barna steadily advanced through sales and management roles, ultimately becoming Senior Vice President of Sales & Service for the Americas. In that position, he was responsible for more than $1.2 billion in annual sales, overseeing large teams and complex regional operations.
Exide served as a formative environment for Barna, teaching him how to scale organizations, manage multinational sales structures, and align service operations with long-term business objectives.
Leadership in Logistics and Entrepreneurial Experience
In 2001, Barna transitioned into the logistics sector, becoming Senior Vice President of Sales & Marketing at Millard Refrigerated Services, a major cold-storage and logistics provider. During his tenure from 2001 to 2003, he helped increase storage occupancy from 55 percent to more than 80 percent, demonstrating his ability to drive operational efficiency and revenue growth in a non-automotive environment.
Building on that experience, Barna co-founded Refrigerated Logistics Group, LLC in 2003, serving as Co-President until 2005. The company focused on supply-chain and refrigerated storage solutions for the frozen-food industry. This entrepreneurial chapter broadened his perspective on business ownership, risk management, and customer-centric solution design, reinforcing skills that would later translate to large corporate environments.
Transition to Industrial Equipment Leadership
Barna returned to manufacturing leadership in 2012 when he joined Nilfisk-Advance U.S., a division of Nilfisk, Inc., a global leader in professional cleaning equipment. Appointed President and General Manager of the U.S. business, he brought a customer-focused approach to a highly technical and industrial product portfolio.
From 2012 to 2017, Barna led Nilfisk-Advance’s U.S. operations, strengthening market positioning and reinforcing operational discipline. His leadership extended beyond the company itself; during this period, he also served as President of the American Association of Cleaning Equipment Manufacturers (AACEM), reflecting his growing influence as an industry leader.
Joining Yokohama Tire Corporation
Jeff Barna joined Yokohama Tire Corporation (YTC) in January 2017 as Chief Operating Officer. Reporting directly to the company’s president, he oversaw sales, marketing, and product planning for Yokohama’s North American tire business. His appointment came at a critical time, as Yokohama sought to expand its footprint and competitiveness in the U.S. market.
In April 2018, Barna was named President of Yokohama Tire Corporation. This appointment marked a historic milestone: he became the first non-Japanese executive to hold a corporate officer position in Yokohama’s 100-year history. The decision underscored the company’s confidence in his leadership and its commitment to strengthening its North American operations.
President and CEO: Driving Growth and Innovation
In March 2021, Yokohama Tire Corporation promoted Barna to President and CEO. In this role, he assumed full responsibility for North American tire manufacturing, marketing, and research and development. Under his leadership, Yokohama expanded its manufacturing capabilities, including the development of a new production plant in Mississippi.
Equally significant was the expansion of technical innovation through the Yokohama Development Center in North Carolina, which supports advanced R&D initiatives tailored to North American market demands. These investments reflected Barna’s belief that sustainable growth requires both production scale and localized innovation.
During his tenure, Yokohama North America achieved record performance, reaching its highest revenue levels and becoming the most profitable entity within Yokohama Rubber Co.’s global network. Barna has consistently attributed this success to strong company culture, teamwork, and disciplined go-to-market strategies.
Expanded North American Leadership in 2025
In March 2025, Barna’s responsibilities expanded further when he was named President and CEO of Yokohama Corporation of North America (YCNA). This promotion placed him in charge of Yokohama’s entire North American business, including operations in the United States, Canada, and Mexico.
In addition to his executive roles, Barna chairs Yokohama Tire Canada, Inc. and Yokohama Tire Mexico S. de R.L. de C.V. He also serves as a Senior Managing Officer of Yokohama Rubber Co., Ltd., the company’s Japanese parent. These positions place him at the intersection of global strategy and regional execution, a role that demands both cultural fluency and operational precision.
Industry Leadership and Board Contributions
Beyond his corporate responsibilities, Jeff Barna has played a significant role in shaping industry standards and collaboration. In 2024, he was elected Chair of the Board of Directors of the U.S. Tire Manufacturers Association (USTMA), reflecting his standing among peers in the tire industry.
He also serves on the board of trustees of the University of the Aftermarket Foundation (UAF), supporting education and workforce development within the automotive aftermarket sector. These roles highlight Barna’s commitment not only to business performance but also to the long-term health and sustainability of the industries he serves.
Leadership Philosophy and Cross-Industry Perspective
One of Barna’s defining strengths is the breadth of his professional background. His experience spans automotive aftermarket parts, battery manufacturing, logistics, professional cleaning equipment, and tire production. This diversity has shaped a leadership approach that emphasizes adaptability, customer focus, and strategic clarity.
Barna often emphasizes company culture as a cornerstone of success, noting that engaged teams and aligned values are essential to executing ambitious growth strategies. His leadership style blends data-driven decision-making with a strong emphasis on people, communication, and accountability.
Personal Life and Professional Balance
Outside of his professional roles, Jeff Barna is married to his wife, Lora, and is a father of three. He resides in Southern California, where he balances executive responsibilities with family life. While maintaining a demanding corporate schedule, he remains engaged with the broader industry through association leadership and occasional speaking engagements focused on leadership and corporate culture.
Conclusion
Jeff Barna’s career reflects a steady progression built on experience, adaptability, and principled leadership. From his early days in automotive sales to leading Yokohama’s North American operations across three countries, he has consistently demonstrated an ability to drive growth while fostering strong organizational culture.
As President and CEO of Yokohama Tire Corporation and Yokohama Corporation of North America, Barna continues to shape the future of one of the world’s leading tire manufacturers. His story offers a compelling example of how diverse industry experience, combined with strategic vision and cultural focus, can define lasting executive success.
