Hankook Tire Unveils New Brand Film for Global Associate Brand 'Laufenn'

- Unveiled the new brand film focusing on the tire's core performance attributes including grip and driving safety
- Emphasizes Laufenn's identity as 'A Brand by Hankook,' inheriting Hankook Tire's innovative technology
- Demonstrates proven product competitiveness across over 100 countries with a record of approximately 9 million units sold in a single year

Seoul, Korea, July 30, 2025 — Global leading tire company Hankook Tire & Technology (Hankook Tire) has unveiled a new brand film titled 'The Essence of Driving' for its global associate brand 'Laufenn.' The film was released online to reach audiences worldwide.

Created to showcase Laufenn’s brand identity, the film underscores its commitment to delivering optimal driving performance across all road conditions. It also prominently features the message 'A Brand by Hankook' to emphasize Laufenn’s position as a brand that shares Hankook Tire's top-tier technology and quality.

The film visually captures Laufenn's brand identity—delivering the ultimate driving experience through core tire capabilities such as grip and driving stability. It features a striking scene where a Laufenn-equipped vehicle races through the desert as parts gradually disappear until only the tires remain, symbolizing the brand’s unwavering focus on the essentials of driving.

The film then dynamically illustrates Laufenn’s consistent performance across snowy roads, wet surfaces, and both on- and off-road terrains, reinforcing the brand slogan 'A Tire That Fits' to deliver FIT performance on all road conditions.

The new brand film is available for view on the official Laufenn global website, as well as across Laufenn’s official social media channels, including YouTube and Instagram.

Since its debut at the SEMA Show in the United States in 2014, Laufenn has expanded its presence to 100 countries worldwide. Designed to meet the demands of diverse road conditions and customer lifestyles around the globe, the brand offers a comprehensive tire lineup spanning sedans, SUVs, trucks, and buses. Last year, Laufenn recorded its highest-ever annual sales, with approximately 9 million units sold, reinforcing its growing global competitiveness in the tire market.

In addition, beginning with Germany's Auto Bild in 2020 and extending to publications like ADAC and the UK's Auto Express, Laufenn has consistently achieved strong performance ratings in tire tests by leading European automotive magazines, steadily strengthening its brand presence in local markets.

Looking ahead, Hankook Tire aims to further strengthen Laufenn's position as a leading global associate brand, driven by continuous technological innovation. The company will leverage its state-of-the-art R&D infrastructure, including its global headquarters Technoplex, cutting-edge research facility Hankook Technodome, and Hankook Technoring—Asia’s largest tire proving ground—to support ongoing product advancement and brand growth.