Seoul, South Korea – Hankook Tire & Technology, a leading global tire manufacturer, announced today its distinguished inclusion in Interbrand’s "Best Korea Brands 2025." This marks the 13th consecutive year Hankook Tire has received this prestigious recognition, solidifying its position as a preeminent tire company in South Korea. The company's persistent innovation, particularly in electric vehicle (EV) tires and high-performance segments, alongside its robust global marketing initiatives, has been pivotal to this sustained success.
Hankook Tire first earned its place on the "Best Korea Brands" list in 2013, becoming the first Korean tire brand to achieve such an honor. Its consistent presence since then underscores a powerful brand trajectory built on technological prowess and strategic market penetration.
Pioneering EV Tire Technology with 'iON'
A significant factor in Hankook Tire's enduring brand value is the remarkable performance of its world-first full-lineup electric vehicle dedicated tire brand, iON. Launched to meet the unique demands of EVs, iON tires are engineered for enhanced durability, lower rolling resistance to extend battery range, and superior noise reduction for a quieter cabin experience. This specialized approach has resonated deeply with global automakers and consumers alike.
The success of the iON brand is evident in its extensive supply partnerships with major global EV manufacturers. Hankook Tire currently provides original equipment (OE) tires to a diverse array of prominent electric vehicle brands, including Porsche, BMW, Audi, Tesla, BYD, Hyundai, and Kia. This comprehensive portfolio of partnerships demonstrates the industry's trust in Hankook's EV tire technology. The iON lineup itself is remarkably broad, offering approximately 300 specifications ranging from 16 to 22 inches, catering to a wide spectrum of EV models.
Furthermore, the technological superiority of iON tires has been independently validated in rigorous European tests. Last year, iON tires achieved outstanding results in assessments conducted by Germany's TÜV SÜD and Auto Bild, two highly respected automotive testing and media organizations. These top-tier performances have significantly bolstered Hankook Tire's reputation for advanced technology in the competitive European market, which is a global leader in EV adoption.
Dominance in High-Performance and Premium Segments
Beyond its pioneering efforts in EV tires, Hankook Tire continues to strengthen its foothold in the ultra-high-performance (UHP) tire segment. The company supplies OE tires for a range of high-performance vehicles, including the Porsche Taycan, BMW M5, and Mercedes-AMG GT Coupe. These collaborations highlight Hankook's advanced engineering capabilities and its ability to meet the stringent demands of elite sports car manufacturers. The development and production of tires for such high-caliber vehicles require exceptional grip, handling, and durability, all areas where Hankook has demonstrated consistent excellence.
Currently, Hankook Tire supplies OE tires to approximately 50 different automotive brands for over 280 car models worldwide. This expansive network of OE partnerships is a testament to the company's strong relationships with global automakers and its commitment to delivering customized tire solutions that integrate seamlessly with various vehicle architectures.
Strategic Global Sports Marketing Initiatives
As part of its premium brand strategy, Hankook Tire actively engages in global sports marketing. This multifaceted approach aims to enhance brand visibility and reinforce its image as a high-performance and technologically advanced company.
In the realm of motorsports, Hankook Tire's presence is particularly strong. The company serves as the exclusive tire supplier for over 70 motorsports competitions globally or provides sponsorship to participating teams. This deep involvement includes significant partnerships with prestigious events such as the FIA World Rally Championship (WRC), the ABB FIA Formula E World Championship, and the Lamborghini Super Trofeo. These high-octane environments serve as invaluable proving grounds for Hankook's tire technologies. The data and insights gathered from these demanding racing conditions are directly fed back into the research and development process, enabling the company to continuously refine and innovate its ultra-high-performance product lines for both racing and consumer markets.
Beyond motorsports, Hankook Tire also maintains a robust presence in football (soccer) marketing. The company holds partnerships with the UEFA Europa League and UEFA Europa Conference League, two of Europe's most prominent club competitions. These sponsorships provide immense global exposure and connect the Hankook brand with millions of passionate football fans worldwide. Furthermore, Hankook has established partnerships with renowned clubs such as Germany's Borussia Dortmund and Saudi Arabia's Al-Ittihad Club, further broadening its brand awareness across key international markets.
In addition to traditional sports marketing, Hankook Tire has expanded its brand engagement through its motor culture brand, 'Drive.' This initiative transcends conventional automotive boundaries, offering differentiated brand experiences in areas such as culture, art, sports, and fashion. By diversifying its outreach, Hankook aims to connect with a broader audience and position itself as a lifestyle brand that embodies innovation, performance, and a passion for motion.
Hankook Tire's consistent recognition as a "Best Korea Brand" for 13 consecutive years is a clear indication of its successful global strategies, relentless pursuit of technological innovation, and effective brand building. As the automotive industry continues its rapid evolution, particularly with the rise of electric vehicles, Hankook Tire's proactive approach and established expertise position it favorably for continued leadership and growth in the global tire market.
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