One of the most effective means of elevating brand awareness is through original equipment fitments, and after rising through the ranks of aftermarket tyre suppliers, Hankook Tire is busy assembling a portfolio of new vehicle approvals that place it in league with the world’s best-known and trusted tyre brands. The list of Hankook original equipment approvals from the last few months alone includes fitments for the Mercedes-Benz S-Class and E-Class, plus the BMW 5-Series and X5. These deals come at a time of growth for Hankook’s performance tyre business – as evidenced by the 12.9 per cent year-on-year rise in European UHP tyre sales during 2013 – and Hankook is in the mood to celebrate its success. The tyre maker recently invited journalists from Europe and beyond to Spain in order to get to know the company and its latest Ventus lines a little better.