Hankook Tire Strengthens North American Marketing... Linked Strategy Using Formula E and TGL
by Choi Youngchan
Published 04 Feb.2026 10:10(KST)
Expanding Collaboration with Global Business Partners
Responding to Local Demand through Tennessee Plant Expansion
Hankook Tire & Technology (Hankook Tire) of Hankook & Company Group announced on the 4th that it will strengthen its push into the North American market by leveraging the Formula E series and the TGL simulated golf tournament, which were held in Miami, United States, from January 31 to February 2.
Hankook Tire focused on strengthening cooperation with global business partners and providing a differentiated brand experience by linking Round 3 of the Miami E-Prix in Season 12 of Formula E with Games 7 and 8 of Season 2 of TGL.
The company enhanced communication with local customers by utilizing its sponsorship assets.
In particular, based on Chairman Cho Hyunbum's management philosophy, which emphasizes consistency in innovative technology, premium value, and sales strategy, the company implemented concrete action plans on-site. It invited partners to the event venue, shared its technological capabilities and brand story, and thereby solidified cooperative relationships.
Hankook Tire is currently carrying out the second-phase expansion of its Tennessee plant, targeting completion in 2026 to preemptively respond to changing demand in the North American market. Once completed, the plant will secure an annual production capacity of about 12 million tires. In addition, the company is advancing its supply chain system through partnerships with major local dealers.
A Hankook Tire official said, "We are expanding our sales competitiveness with a product portfolio tailored to local driving conditions and lifestyles," adding, "We plan to continue enhancing our global competitiveness by spreading our premium image through major exhibitions such as SEMA Show and Overland Expo."
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