Hankook Tire Launches ‘Laufenn’

Hankook Tire announced the launch of its new global tire brand, Laufenn. The Laufenn product line and brand strategy was unveiled at an official launch event in Las Vegas NV, underscoring Hankook Tire’s commitment to meet the versatile needs of worldwide consumers.

The Laufenn brand offers consumers seeking value, quality and style a wide range of quality products to meet a variety of driving conditions. This new brand represents Hankook Tire’s vision for growth in the global automotive market.

Following the launch, Laufenn will subsequently be available in select markets across North America, Latin America and Asia-Pacific early next year. The brand will expand to other regions including Europe in the coming years.

“Laufenn will provide a new perspective on tires to our global customers,” said Mr. Seung Hwa Suh, vice-chairman and CEO of Hankook. He added, “It will grow as a sustainable brand with our strategic efforts to meet the diverse needs of consumers in each market. We will continue to invest and make Laufenn a global player providing the most practical values sought out by consumers.”

Laufenn aims to serve consumers with a well-rounded range of quality performance products, which fit a variety of lifestyle needs. Laufenn will initially offer five product line-ups: S FIT AS (ultra-high-performance, all-season), G FIT AS (passenger car tire, all-season touring), X FIT HT (sports utility vehicle/light trucks, highway-terrain), X FIT AT (sports utility vehicle/light trucks, on & off roads, all-terrain) and I FIT Ice (winter, studdable).

Mr. Hyun Bum Cho, president & chief marketing officer / chief corporate management officer of Hankook Tire said, “Laufenn will allow us to reach a new world of customers and give them the opportunity to experience the quality and value of this exciting new brand.” He also said, “We are committed to growing Laufenn globally over the years, and we expect to reach market share of over one per cent within five years in all major strategic markets worldwide.”