Kumho Tire boosts presence in Europe

European dealers pose at the KUMHO TCR World Tour Event at the Autodromo Vallelunga Piero Taruffi, north of Rome, Sunday. Courtesy of Kumho Tire

Company invites dealers to KUMHO TCR World Tour motorsport event

By Kim Jae-heun

Kumho Tire hosted a party of 50-plus dealers at the Vallelunga race circuit near Rome, Italy, from June 9 to 11, as part of its goal of strengthening its presence in the European market, a company official said Thursday.

The tiremaker invited dealers from across Europe to witness the fifth and sixth rounds of the KUMHO TCR World Tour held at the Autodromo Vallelunga Piero Taruffi, north of the Italian capital, and to experience the full effect of the car races via a range of additional activities including a grid walk. The company also hosted a “Kumho Night in Rome” at which it presented flagship products and its sales and marketing strategies.

The events enabled Kumho to communicate directly with dealers to help raise its brand recognition in Europe. A number of senior company officials were on hand at the events, including Kumho Tire CEO Jung Il-taik, Sales Division head Lim Seung-bin, Europe Sales head Lee Gang-seung (Tony) and Global Marketing Senior Vice President Yoon Jang-hyuk (Tony).

“I am proud to say that we have been able to turn things around over the last few years. Our sales have grown despite challenges such as the pandemic and supply chain disruptions,” Jung said. “This year we are focusing on sharpening the competitive edge of our products, expanding our market influence through increased supply of tires, improving our sales and logistics service infrastructure, enhancing our brand value with the aim of achieving the largest volume of sales in our history and solidifying our position as a company capable of sustainable growth.”

“Last year our sales in Europe grew 45 percent, year-on-year, and we are enjoying significant growth momentum this year as well,” Lee said. “We have been recognized for our technological prowess in the European market and have strived to expand our sales network through tailored promotions for customers and a variety of other sales and marketing activities. We are also contributing to the creation of future markets.”

The KUMHO TCR World Tour, which kicked off in Portugal in May, takes place in eight countries on four continents, also visiting Argentina, Australia, Belgium, China, Italy, Hungary and Uruguay. A host of world-renowned carmakers such as Audi, Honda and Hyundai participate in the events, for which their cars are fitted with Kumho's Ecsta S700 (dry) and W701 (wet) racing tires. The famous Vallelunga Circuit is named after the Italian racing hero Piero Taruffi and hosts a number of key formula and endurance races.