Hankook Tire & Technology leads OE market

In this photo provided by Hankook Tire & Technology, the company's tires are equipped in Audi's Q7 SUV. Courtesy of Hankook Tire & Technology

By Kwak Yeon-soo

Following a comprehensive rebranding in May, Hankook Tire & Technology ― formerly Hankook Tire Group ― plans to lead the premium original equipment (OE) market with its advanced research and development, the company said Tuesday.

The company said that the name change was intended to reflect its long-term vision to secure innovative technologies amid the Fourth Industrial Revolution.

The move is part of its efforts to discover future growth engines and attain sustainable growth.

Along with the rebranding strategy, Hankook Tire & Technology has been developing innovative technologies at Hankook Technodome, its R&D facility in Daejeon. Established in 1982, the center oversees four satellite research centers in the U.S., Germany, China and Japan.

The nation's leading tire manufacturer's innovation in R&D has led to strategic partnerships with global carmakers.

The company has proven its technological competence and brand value by supplying tires, including premium and ultra-high-performance tires, for 320 vehicles from 46 commercial brands.

Hankook Tire's original equipment tires (OET) ― included with a newly manufactured vehicle ― are featured on cars from Mercedes-Benz, BMW, Audi, Toyota and Honda among many others.

The company currently supplies OETs for models such as BMW's flagship New BMW 7 Series, Audi RS5 Coupe and Mercedes-Benz New S Class.

The tiremaker is also ramping up efforts to lead the SUV OE market by supplying ultra-high-performance tires. The company launched Ventus S1 evo2 tires for Mercedes Benz SUVs including the GLC and GLC Coupe, as well as BMW X5 and New X3 and Audi Q7 and SQ7.

“We will continue to strengthen partnerships with world-class premium automakers, based on our top-tier technology and R&D innovation,” a Hankook Tire & Technology official said.

“We will also expand the categories of our tire lineup which will suit flagship sedans, premium SUVs and sports cars.”