Hankook Tire’s JAX gains Australian retail award

An accolade for Hankook Tire & Technology in Australia, with its affiliated tyre distribution brand JAX Tyres & Auto winning in the key ‘Customer Experience (CX) of the Year’ category at the Retailer Awards 2023, an event that selects and honours brands that have provided the best customer experience throughout the year in Australia and New Zealand. The judging panel recognised JAX for its customer-centric service innovation based on clear key performance indicators and business frameworks.

After Hankook Tire acquired JAX Tyres & Auto in 2017, the company applied its franchise system to the distribution network. JAX has established itself as a local tyre and service retailer specialist brand with differentiated services such as providing real-time online tyre and vehicle servicing information, installing tyres at customer-designated outlets, and checking of tyre mounting images through a simulation system.

The tyre maker describes the interior design within JAX Tyres & Auto centres as “emulating luxury car dealerships” and thus setting “the standard for customer-centric service in the industry.” It posits that the brand’s “dedication to customer experience-led premium service innovation” is a “good example for other brands to follow to enhance the customer experience and increase business profitability.”

Distribution networks in key markets

Panel judge Professor Gary Mortimer from the Queensland University of Technology said that the JAX submission “notes the challenges of a franchised model in delivering a positive and consistent CX.”

Steve Grossrieder, chief executive officer and managing director at JAX Tyres & Auto, adds, “We are thrilled to be recognised for our commitment to providing exceptional customer experience. This award is a testament to the hard work and dedication of our team and our ability to innovate in a competitive market. We look forward to continue meeting the growing demand for premium tyre products and services while providing our customers with the best possible experience.”

The aim at Hankook Tire is to “strengthen its position as a leading global brand” by establishing a distribution network for each major base around the world, including JAX Tyres & Auto in Australia and Reifen-Müller, Germany’s “leading premium tyre distributor.”