— Laufenn aims to provide consumers with a range of tire models for various lifestyles and needs
— Brand launch begins in the U.S. market, followed by successive launches in strategic markets worldwide
Hankook Tire, the leading and one of the fastest growing tire companies in the world, today announced the launch of its new global tire brand, Laufenn, at the official launch event in Las Vegas, NV. Hankook Tire unveiled the Laufenn product line and brand strategy, underscoring Hankook Tire’s commitment to meet the versatile needs of 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 entirely new brand represents both a symbolic and tangible proof point for Hankook Tire’s vision to growth in the global automotive market.
“From our deep-rooted commitment to deliver advances in driving for our customers worldwide, we specifically developed the Laufenn product line to combine value with solid fundamentals, stable performance and style,” said Mr. Hyun Bum Cho, Chief Marketing Officer & Chief Corporate Management Officer (CMO & CCMO) of Hankook Tire. “We are committed to growing the Laufenn brand, first in the U.S. and then globally.”
Laufenn will initially offer five tire models to meet a variety of consumer needs:
S FIT AS – ultra-high-performance, all-season
G FIT AS – passenger car tire, all-season touring
X FIT HT – sport utility vehicle/light trucks, highway-terrain
X FIT AT – sport utility vehicle/light trucks, on & off roads, all-terrain
I FIT Ice – winter, studded
“Laufenn is designed to meet the diverse needs of U.S. drivers, and we are proud to offer this new brand first in the U.S. market,” said Byeong Jin Lee, President, Hankook Tire America Corp. “Laufenn represents the smart choice from a trusted tire company, with quality, value and style to satisfy consumers.”
Following the U.S. launch, Laufenn will subsequently be launched and become available in 10 strategic markets across North America, Latin America and Asia-Pacific. The brand will also expand to Europe and other regions in the coming years.
About Hankook Tire Co., Ltd.
Hankook Tire (Vice Chairman & CEO: Seung Hwa Suh) is the leading and one of the fastest growing tire companies in the world. As a tire manufacturer dedicated to contribute to advancement in driving, Hankook Tire intensively invests in research and development via five R&D centers around the world. Applying the newest innovative technologies and solutions, it produces superior quality and high performance radial tires for passenger cars, 4x4s, SUVs, light trucks, campers, trucks, buses and motorsports at its seven manufacturing facilities in four different countries. Hankook Tire currently employs approximately 21,000 people around the world, and its products are available worldwide in over 180 countries.