Hankook Tire "Performance Recognized Just by Name"... Product Line Reorganization

[Asia Economy Reporter Kiho Sung] Hankook Tire & Technology announced on the 20th that it will strengthen customer-centric brand communication by redefining its product lines so that customers can intuitively understand tire performance just by looking at the product name, linking innovation based on technological capabilities.

This brand and product system redefinition strategy was prepared to enhance customers' understanding of the characteristics and performance of individual products based on the already established brand assets. Accordingly, individual products within the brand will be reorganized into grouped product lines according to customers' driving tendencies and the orientation of each product, and operated in an integrated manner.

First, the premium ultra-high-performance tire brand ‘Ventus’ leads the lineup, followed by ‘Kinergy’, which offers high performance at a reasonable price, the sport utility vehicle (SUV) dedicated tire brand ‘Dynapro’, the winter tire brand ‘Winter i*cept’, the cost-effective ‘Smart’ brand that anyone can install without burden, and finally the light truck and van dedicated tire brand ‘Vantra’, making a total of six product brands.

Next, groups were divided according to the characteristics of tires within each brand. Performance-oriented tire products are classified as ‘Sports’, tires focused on ride comfort as ‘Comfort’, products suitable for circuit driving as ‘Racing’, off-road oriented tires as ‘All Terrain’ and ‘Extreme Terrain’, and tires for electric vehicles as the ‘EV’ group. Additionally, the top-tier performance product groups within the brand are distinguished by adding ‘Premium’ to enhance differentiation.

According to these criteria, the ‘Ventus’ brand is divided into five categories: ‘Ventus Premium Sports’, ‘Ventus Premium Comfort’, ‘Ventus Sports’, ‘Ventus Comfort’, and ‘Ventus Racing’. Performance-centered sports tires such as ‘Ventus S1 evo3’, ‘Ventus S1 evo3 SUV’, and ‘Ventus S1 evo3 ev’ are sold under the unified category ‘Ventus Premium Sports’, and product labels indicate ‘Ventus Premium Sports’ accordingly.

Also, premium comfort tires focused on ride comfort like ‘Ventus S2 AS’ and ‘Ventus S2 AS X’ are unified under ‘Ventus Premium Comfort’, while semi-racing tires like ‘Ventus RS4’ belong to the ‘Ventus Racing’ category.

The Kinergy brand is also classified into ‘Kinergy Comfort’, ‘Kinergy All Weather’, and ‘Kinergy EV’, while Dynapro is divided into ‘Dynapro Comfort’, ‘Dynapro All Terrain’, and ‘Dynapro Extreme Terrain’ according to driving tendencies. This classification will also be applied to the winter tire ‘Winter i*cept’, the cost-effective lineup ‘Smart’, and the light truck and van dedicated tire ‘Vantra’.

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