Hankook begins Mono Mars Formula E partnership

Mono Mars is, I am told, a virtual influencer inspired by Mars exploration rovers. His quest to go to Mars has helped Mono Mars gain more than 115,000 followers, and Hankook Tire has now joined up with this Red Planet-obsessed robot to reach out to motorsports fans as part of its Formula E partnership.

By sharing space and tech-oriented content with underlying social themes such as climate change and environmental pollution, Mono Mars has gained popularity among Gen Z and Millennials around the world. Hankook Tire will now use Mono Mars to be its “Formula E influencer” as the tyre maker algins its content direction with the core values of Formula E, including sustainability and innovative technology. Hankook plans to convey various social media content related to Formula E with Mono Mars and maintain active communication with motorsports fans, Millennials, and Gen Z for the duration of Season 9.

Establishing iON brand image

As part of the collaboration, Hankook will continue to share various Formula E-related content, such as interviews of popular participating drivers, ‘E-village’ experiences, and real-time race information to establish Hankook’s premium brand image through its ‘iON’ EV racing tyre, which it will supply exclusively to Formula E. In addition, the partnership intends to feature contents that showcase Hankook’s innovative technology.

Formula E Season 9, sponsored by Hankook Tire, begins in January with the Mexico E-Prix. It will include 16 rounds in major cities across 11 countries over the next seven months, with the London E-Prix serving as its last race in July. 22 drivers from 11 teams will compete for the season’s championship, with eight global electric vehicle brands, including Porsche, McLaren, Jaguar, Maserati, DS Automobiles, Nissan, Nio, and Mahindra & Mahindra, participating.

Top-tier EV tyre technology

The start of Season 9 coincides with the race debut of the third-generation Formula E racer, a cutting-edge electric vehicle model with a maximum output of 350kW (475 horsepower). These latest Formula E cars will be fitted with Hankook’s iON electric vehicle racing tyre, which the Korean firm created in close collaboration with the FIA. Hankook says iON “offers the best racing performance by demonstrating excellent power efficiency, strong grip, stability, and heat resistance,” qualities made possible by “Hankook’s top-tier electric vehicle tyre technology.”

Formula E is one of more than 70 motorsports championships that Hankook Tire sponsors and supplies tyres to. It has been active as an official sponsor and technical partner of Formula E since last September.