Hankook & Company Group's global leading tire corporation Hankook Tire & Technology (CEOs An Jong-seon and Lee Sang-hoon, hereafter referred to as Hankook Tire) is intensifying its leap as a representative brand in the standard tire sector on the occasion of the 10th anniversary of the launch of its second brand "Laufenn."
Hankook Tire's "Laufenn" is a global strategic brand that was first introduced at the 2014 SEMA Show in the United States. Considering regional driving conditions and customer lifestyles, it has established a full lineup that encompasses sedans, SUVs, and trucks, providing a wide range of options for global consumers.
In particular, "Laufenn" is making strides in the domestic market with a wide range of products that reflect the preferences of drivers who favor comfort in all four seasons, including the all-season ultra-high-performance comfort tire "S FIT AS," the all-season daily comfort tire "G FIT AS," and the on-road SUV tire "X FIT HT."
As it shares the technological capabilities and quality control systems of the global integrated brand "Hankook," it supports safe and convenient driving for drivers in over 100 countries worldwide based on excellent tire performance. Last year, it recorded the highest sales achievement of approximately 9 million units in a single year, beginning to establish its influence in the global market.
"Laufenn's" innovative technology is recognized through tests by reputable automotive specialized media in Europe, the hub of the automotive industry. Since receiving a "Satisfactory" rating in a 2020 test conducted by the influential German automotive magazine "Auto Bild," it has proven its outstanding performance in the German "ADAC" and the UK "Auto Express," among others.
In particular, in the recent performance tire test by "Auto Bild," the high-performance tire "S FIT EQ+" received high marks for its short braking distance, excellent hydroplaning resistance, and outstanding quietness, earning a "Satisfactory" rating and standing alongside products from global leading brands.
It is also making a strong presence in the global commercial vehicle tire market. Since the launch of the truck-bus lineup in 2020, it has expanded its product lineup aggressively, currently operating 18 specifications, and this year, it is providing optimal driving solutions to commercial vehicle drivers by launching new products such as "LF95" and "LR02" in the European market and "LF29" and "LF28" in the Chinese market.
Building on its achievements in the replacement tire market, it continues to collaborate with numerous global automakers in the new car development sector, being recognized as a brand with innovative technology. It meets the strict technical requirements presented by automakers and is set to supply tires for new vehicles being released in the second half of this year.
It is actively engaging in sports marketing activities, widely spreading a dynamic and innovative brand image around the world. It has been an official sponsor of the UEFA Europa Conference League since the 2021/22 season, increasing brand recognition through exposure of its logo and slogan in stadiums.
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