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| An illustration of a tire from the iON electric vehicle-specific tire brand launched by Hankook Tire / Courtesy of Hankook Tire |
By Lee Kyung-min
Hankook Tire, Korea's top tire manufacturer and the seventh-largest worldwide, is expected to solidify its market expansion, underpinned by high-tech, quality products best suited for bolstering the performance of electric vehicles (EVs), the firm said, Monday.
Further anchoring the upbeat corporate outlook is a steady increase in demand for eco-friendly vehicles, coupled with high fuel prices sustained by the elevated global prices of key commodities due to geopolitical volatilities.
The two factors help stabilize the popularity of EVs, and subsequent demand for the newer, high-performing, non-durable automotive parts.
The firm in May launched iON, an EV-specific tire brand, becoming the first in the world to provide a full lineup of EV tires.
The launch in Europe was illustrative of the firm's marketing priorities seeking innovation, a harder and more demanding choice since tuning up ― mostly reusing ― existing products was out of the picture.
It has since unveiled products with 86 different specifications, with wheel sizes ranging from 18 inches to 22 inches. Drivers can choose tires for summer, winter or all-season use.
The new models will be released in local markets and select global markets this month.
The iON tires minimize slipping, a feat strengthened further by EV Contour Technology. The new technology defined by increased tire rigidity enables excellent handling performance, despite the heavy load of EVs compared to combustion models.
The new tires improve overall fuel efficiency and high-speed driving safety, buttressed by low rolling resistance known to provide good traction on wet and dry conditions. Rolling resistance means the energy needed to rotate the tires, factoring in the friction caused when the tire surface meets the road.
Various noise reduction technologies were applied, as operated under the Hankook Sound Absorber system, enabling optimized quietness while driving.
"We were able to showcase the new technologies, an outcome we are proud to present after years of research and development efforts to move quickly ahead of market needs," a Hankook Tire official said. "We will continue to fortify our growth strategies tailored to best enhance the consumer experience."
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