Hankook Displays New Concept Commercial Vehicle Product, VW Links

Hankoook made its ninth Reifen appearance in a large booth next to Pirelli in Hall 3, reflecting the company’s current importance on the European market. Hankkok characterised its presence in Essen is something of a “home game”: the company argues that it is now an established presence at the show and, thanks to its increased market share and growth, Europe has become a home territory – especially considering the company’s production plant in Hungary, which has recently received Volkswagen certification.

Volkswagen has been ordering Hankook’s products since 2002, and its inspection team’s report gave the Hungarian facility the highest possible marks. The tyre manufacturer expects to supply Volkswagen Group models using Hankook products to be supplied directly from the site. Jin-Wook Choi, executive vice-president and head of Hankook Tire in Europe, stated: “We are proud and happy to maintain business ties with the Volkswagen Group and other leading European automotive manufacturers in a spirit of mutual trust and confidence. German car manufacturers, in particular, are known for their stringent quality standards and for top-notch technology and performance. At Hankook Tire, we share this passion for technological perfection.”

By the year 2011, Hankook has plans to invest an additional 230 million euros, doubling the plant’s current annual production to more than 10 million tyres. The tyre factory, which began operations only recently, in 2007, is one of the world’s most advanced production facilities. The plant’s more than 1,300 employees produce about 15,000 tyres there each day (about five million per year) in more than 350 different dimensions for customers including VW.

Hankook displayed its new radial tyre concept for long-distance commercial vehicles, dubbed “e-cube.” An ecofriendly, economical range, e-cube represents a full range of commercial vehicle tyres, consisting of steering, drive axle and trailer tyres. The name e-cube “symbolises the three equally weighted development factors that were especially important to this tyre concept,” says Hankook: energy (low rolling resistance), economy (high mileage), and environment (reduced hazardous materials and low rolling noise).

Hankook also displayed its motorsport pedigree, having recently celebrated a number of achievements in the sporting arena, including during the 24 Hours Race on the Nürburgring. In a spectacular chase during the final stretch, the Hankook Farnbacher Ferrari F 430 GTC reached the finish line in the “Green Hell” just under four minutes behind the favourite from BMW works, taking second place overall. In the SP7 class of vehicles with up to four litres of capacity, no other vehicle was faster: The class victory went to the Hankook Farnbacher Racing Team Ferrari.

Hankook is also involved in the link between tyre-makers and football (as well as forging a deeper connection with Germany, Europe’s largest market). The manufacturer is an official sponsor of major German team, Borussia Dortmund. Dietmar Olbrich, director of marketing and sales for the German-speaking markets, explains: “Our partnership with Borussia Dortmund matches the emotionality of our brand. Our motto “Driving Emotion” also applies to Borussia. We will be right there with Jürgen Klopp and his strong team, taking the field in Europe in the coming season.”

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