[Post-Corona Strategy] Hankook Tire's Technology Captivating German Luxury Cars: A 'Quality Gamble'

The new Audi RS4 Avant is equipped with Hankook Tire's original equipment tires. (Photo by Hankook Tire)

[Asia Economy Reporter Kim Ji-hee] Amid the global automotive market facing difficulties due to the spread of the novel coronavirus infection (COVID-19), Hankook Tire is striving to overcome the crisis by expanding market share and profitability. The strategy is to continuously expand strategic partnerships with world-class premium automakers based on continuous research and development (R&D) innovation, global top-level technology, and quality competitiveness.

Hankook Tire achieved a grand slam by becoming the first domestic tire company to supply original equipment tires to the three major German luxury car brands. It has proven its competitiveness by supplying original equipment tires to high-performance models such as Porsche’s representative high-end sports utility vehicles (SUVs), Macan and Cayenne. While solidifying its position as a global tire company, it plans to overcome the automotive market downturn and pursue sustainable growth by enhancing its status as a premium brand.

To proactively respond to the spread of COVID-19, in addition to direct preventive measures such as distributing masks, disinfectants, and other hygiene products for infection prevention, protective measures for vulnerable employees, such as allowing pregnant employees to work from home, are also being implemented.

Hankook Tire provided a total of 1 billion KRW worth of COVID-19 prevention supplies and response support funds to its dealerships. This support aims to promote coexistence with dealership owners by covering costs and providing items necessary to improve store hygiene environments, as most small business owners have been struggling with reduced consumer activity and sales declines since the spread of COVID-19.

Costs for purchasing COVID-19 prevention and hygiene supplies were provided to major Hankook Tire dealerships, including T Station, The Tire Shop, and TBX. Hand sanitizers and disinfectants were also supplied to create a store environment where consumers can visit with peace of mind.

Support to help vulnerable groups continues amid the national crisis. To prevent the spread of COVID-19 and minimize damage, Hankook Tire donated 500 million KRW to the Community Chest of Korea (Sarangui Yeolmae). The donated funds are used to provide hygiene products such as masks and hand sanitizers to the elderly, disabled, and low-income families, and to support low-income groups facing difficulties due to economic activity contraction.

This content was produced with the assistance of AI translation services.