Hankook has launched Optimo, a new sub-brand of tires in Europe. Optimo complements Hankook’s existing brands focusing on passenger car tires for all seasons. The line-up is designed to offer better market coverage with essential products.
The strategic aim is to increase Hankook’s market share in Europe and serve customer needs with a diversified portfolio. The Optimo name is inspired by one of Hankook’s highly successful legacy all-season tires. It represents Optimo’s reliability and ability to meet demand with a portfolio that covers all seasons and a wide range of customer requirements.
“In recent years, Hankook has seen tremendous growth in the European market”, said Jongho Park, COO of Hankook Tire Europe. “With the introduction of Optimo, we are now setting course to continue this success story in the future.”
Optimo will help Hankook secure market share as competition intensifies, offering new opportunities in territories with more potential. The brand will feature a clear product range encompassing summer, all-season and winter tires, with a focus on performance and reliability.
Hankook will also back Optimo with sales support that will be available both online and offline. As Optimo will be endorsed by Hankook, customers will recognize it as a brand produced by a trusted and reputable manufacturer. This endorsement will be featured across all marketing and sales materials, reinforcing Optimo’s credibility. The new brand will be extended to more markets outside Europe in the second quarter of 2025.
In 2015, Hankook launched its second brand, Laufenn, now well-established in the European market, with a full line-up for passenger cars, SUVs, vans, buses and trucks. Hankook holds a leading position in the tire industry and is an OE supplier to car manufacturers such as Audi, BMW, Mercedes-Benz, Porsche and Volkswagen.
