Hankook Tire showcased its new replacement and global tire brand, Laufenn, during this week’s SEMA Show/Global Tire Expo and announced it plans to develop the tire line into a global tier two product and bump the Hankook brand up to a premium tier one brand.
After its U.S. launch at the 2014 SEMA Show in Las Vegas, the Laufenn brand expanded to reach additional markets, with availability in Canada and Central and South America earlier this year, Asia-Pacific and Europe in spring 2016.
“The Middle East is going to see this tire, as well as Asia,” Henry Kopacz, Hankook’s PR and social media manager, told Tire Review. “And really I wouldn’t say we are trying to be a global brand. I would say that Hankook is a global brand. We are available in over 180 countries worldwide for now we’re ranked 7th in terms of sales, but 5th in terms of production capacity.”
Kopacz added that Laufenn also is looking to expand its presence in the U.S. The Laufenn brand offers a full line with five different tires designed to meet varying consumer needs:
• S FIT AS – UHP, all-season
• G FIT AS – passenger car tire, all-season touring
• X FIT HT – SUV/light trucks, highway-terrain
• X FIT AT – SUV/light trucks, on and off roads, all-terrain
• I FIT Ice – winter, studded
All Laufenn tires are currently being manufactured at an ISO certified plant in Indonesia, and use the same R&D and production facilities as Hankook’s tires.
President of Hankook Tire America Corp. Hee Se Ahn adds that tires for the China market are manufactured in China.
“Right now Laufenn, with the size line, covers more than 75% of the market,” said Shawn Denlein, senior vice president of sales for Hankook Tire America Corp. “Currently our strategy is we’re securing more dealers through the remainder of 2015 and our focus will be to add to more retailers next year.”
Denlein notes the brand’s emphasis is on lifestyle and offering a range of products that fit a variety of lifestyle and performance needs.
The brand also targets not only Hankook’s current customers, but also consumers new to Hankook and the Laufenn brand.
