Premium tyre manufacturer Hankook has announced the launch of its new sub-brand, Optimo, in Europe. Designed to strengthen the company’s market share and meet growing consumer demand, Optimo will provide a reliable and performance-focused range of tyres for passenger vehicles.
Inspired by Hankook's successful legacy all-season tyres, the Optimo range promises reliability and streamlined offerings for summer, winter, and all-season applications. With increasing demand in this segment, Hankook is confident that the new sub-brand will bolster its growth trajectory across Europe.
Jongho Park, COO of Hankook Tire Europe, highlighted the significance of the new brand:
"In recent years, Hankook has seen tremendous growth in the European market. With the introduction of Optimo, we are now setting course to continue this success story in the future.”
Optimo will focus on offering essential tyres for a wide variety of customer requirements, ensuring broad market coverage. By doing so, Hankook aims to capitalise on untapped potential in new territories and distribution channels.
Optimo benefits from the endorsement of its parent brand, Hankook Tire, ensuring customers recognise it as a product of a trusted global manufacturer. This endorsement will feature prominently in marketing efforts, reinforcing the new sub-brand’s credibility.
Hankook also plans to support Optimo with comprehensive online and offline sales tools, designed to build awareness and brand loyalty. The company aims to expand the brand beyond Europe by the second quarter of 2025.
Hankook’s previous introduction of Laufenn in 2015 proved to be a success, with the sub-brand now well-established in Europe and offering a full range of tyres for passenger cars, SUVs, vans, buses, and trucks. Hankook’s leadership in the tyre industry is further solidified by its role as an original equipment supplier to leading automotive brands such as Audi, BMW, Mercedes-Benz, Porsche, and Volkswagen.
With the introduction of Optimo, Hankook is positioning itself to meet evolving market demands while continuing to deliver the quality and performance customers expect.
What is Optimo?
Optimo is Hankook Tire’s new sub-brand launched in Europe, offering summer, all-season, and winter tyres for passenger vehicles.
Why did Hankook introduce Optimo?
To strengthen its European market share, cater to growing consumer demand, and provide a reliable and streamlined tyre portfolio.
Will Optimo be available outside Europe?
Yes, Hankook plans to expand Optimo to other markets by Q2 2025.
What support is provided for Optimo?
Hankook will offer online and offline sales tools to build awareness and customer loyalty.
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