Hankook: Companies renamed to establish unified brand

In the coming weeks and months, we’ll see name changes applied to companies within the Hankook Tire Group. Hankook Tire Worldwide, holding company for the South Korean firm, has been renamed Hankook Technology Group, while a number of subsidiaries have been rebranded to emphasise the core Hankook brand. Core affiliate Hankook Tire changes its name to Hankook Tire & Technology.

By adopting the name Hankook Tire Worldwide Co., Ltd., the intention is to redefine the ‘Hankook’ corporate brand as a technology-based innovation group. Stronger use of the Hankook name is expected to raise brand awareness and, in turn, enhance shareholder value. According to the company, renaming as Hankook Technology Group embodies its long-term vision and reflects how it intends to respond to the challenges posed by the fourth industrial revolution.

Tyre maker Hankook Tire & Technology Co., Ltd. will focus on innovative, future-oriented technologies and strive for a leadership position within the automotive industry. In particular, the company intends to develop a smart factory and gain a foothold through the “development and intellectualisation” of its production scheduling system, optimisation of process automation systems and utilisation of big data and artificial intelligence.

Further name changes apply to AtlasBx, Daehwa Engineering & Machinery, EmFrontier, HK Automotive and MK Technology. All will be renamed according to the Hankook unified brand system.

AtlasBX will change its name to Hankook AtlasBX. The 1944-established company is a leader in the Korean battery industry. With the name change, the company will leverage its global brand awareness and network to strengthen its global competitiveness ahead of steps to become a leading battery manufacturer in the global market.

Daehwa Engineering & Machinery Co., Ltd. will become Hankook Engineering Works. As a builder of machinery used in tyre manufacturing, it has played a role in the localisation of tyre manufacturing technology and equipment by developing the latest technology within its own research centre.

EmFrontier, Inc. changes its name to Hankook Networks. The professional IT service and logistics engineering company develops innovative solutions for Industry 4.0 based on its IT solutions and builds up experience optimised for supply chain management, manufacturing execution system, and legal and patent.

HK Automotive Co., Ltd. will change to Hankook Car & Life. The 2017-established firm is engaged in the business of parts, maintenance service, and dealerships for imported vehicles. The company plans to expand its full-service outlet model and develop new service concepts.

The name of MK Technology Corp. will change to Hankook Precision Works. Hankook Precision Works is a specialist mould manufacturer known within the tyre industry for its production of tyre moulds, tyre curing containers and precision parts. The company introduced the industry’s first 3D metal printers in 2015.

One company brand, Model Solution, will not change its name. Hankook Technology group excluded Model Solution from the name change in order to independently operate this business area. Model Solution designs and manufactures prototypes of new products for various industries, using solutions such as mock-up, processing and simple moulding.