Yuasa Battery names new vice president of sales and marketing
Yuasa Battery has appointed Thomas Charno as vice president of sales and marketing, signaling a continued focus on dealer, distributor and OEM growth.
Charno succeeds Kazuhi Yoshioka, who has led the company’s sales and marketing efforts since 2021. Yoshioka will return to Japan to take on a new role with parent company GS Yuasa, where he will continue supporting global operations.
Leadership transition
During his tenure, Yoshioka helped strengthen distributor relationships, navigate market challenges and position the company for long-term growth.
“On behalf of the entire Yuasa team, we want to thank Kazuhi for his leadership and the strong foundation he has built. We are excited to build on that momentum as Tom steps into this role.” — Ryo Okubo, president and CEO.
Yoshioka expressed confidence in the transition, noting Charno’s ability to further develop the sales organization and leverage Yuasa’s global strengths.
Dealer and distributor focus
For dealers, the leadership change signals continued emphasis on strengthening distribution channels and improving the company’s go-to-market strategy.
Charno brings more than 20 years of experience in sales, marketing and commercial strategy within engineered manufacturing sectors. His background includes building customer-focused programs, developing key account relationships, and leading high-performing sales teams.
“As an industry outsider, he offers a fresh perspective that can help drive innovation and customer value,” the company said in a statement.
Growth strategy ahead
In his new role, Charno will oversee sales and marketing strategy, lead growth initiatives and work closely with OEM and distributor partners. He will also help align product development with market demand while leveraging Yuasa’s U.S. manufacturing footprint.
“I’m honored to join Yuasa at such an important time,” Charno says. “I look forward to working with our distributors, OEM partners and internal teams to build on that foundation and continue delivering value to the market.”
Yuasa Battery supplies powersports batteries for motorcycles, ATVs, UTVs and personal watercraft, with products distributed through OEM and aftermarket channels worldwide.
