Hankook & Company Group (Chairman Cho Hyun-bum)'s operating holding company, Hankook & Company Co., Ltd., has unveiled a new BI (Brand Identity) for its battery (lead-acid battery) business and is moving to strengthen brand competitiveness.
The new BI appended the new tagline for the battery business, "charge in motion," under the group unified brand "Hankook," built on Chairman Cho Hyun-bum's brand philosophy.
While inheriting the group's unique DNA, it used "charge," meaning to recharge a battery, to include the business identity of "energy, high tech and future" in the new tagline.
Under the slogan "technology in motion," Hankook & Company Group adopted "driving emotion" as the tagline for Hankook Tire & Technology and "charge in motion" as the tagline for Hankook & Company's battery business.
Hankook & Company's battery business, along with tires and automotive thermal management systems, serves as a core engine of the group, securing industry-leading technology and competitiveness, and has achieved continued growth in sales of AGM battery products in major global markets such as the United States and Europe. Despite U.S. tariffs, it is flexibly responding to global conditions through its only U.S. local production base among domestic lead-acid battery companies, and it is accelerating its push into the European market.
▲"Hankook" single brand followed by new BI to strengthen the position of the "Korean battery" brand
Hankook & Company unified its previously dual lineup of battery brands, "Hankook" and "AtlasBX (ATLASBX)," into "Hankook" starting last year, and through this new BI it will further solidify its standing as a family brand of "Hankook" and lay the groundwork for a relaunch.
The new BI is being applied to Hankook & Company's website and major online and offline contact points such as nationwide dealers to reinforce brand consistency. Leveraging the new BI, the company plans to expand production and sales of premium AGM (Absorbent Glass Mat) batteries and strengthen brand recognition in domestic and overseas markets.
A Hankook & Company official said the launch of the new BI will serve as an opportunity to elevate the brand value of Korean Battery under the group unified brand "Hankook," and added, "Through constant innovation we will raise the stature of Korean Battery in global markets and lead the future mobility sector."
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