Hankook Tire Launches New Optimo Sub-brand in Europe

- Good market coverage with essential products
- Designed to increase market share and better cater to customer needs alongside Laufenn

Seoul, Korea, January 22, 2025 — Global leading tire company Hankook Tire & Technology (Hankook Tire) is launching its new Optimo sub-brand in Europe. This strategic move will increase Hankook Tire’s market share in Europe and better cater to customer needs with a diversified brand portfolio.

Optimo complements Hankook Tire's existing premium and associate brands focused on passenger car tires. The line-up is designed to offer good market coverage with essential products in a market segment that is seeing increasing demand.

The Optimo name is inspired by one of Hankook Tire’s highly successful legacy all-season tires. It represents Optimo's reliability and ability to meet high demand with a streamlined product portfolio that covers all seasons and a wide range of customer requirements.

“In recent years, Hankook Tire has seen tremendous growth in the European market”, says 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.”

Supporting growth in volume and value
The addition to the portfolio aims to support Hankook Tire’s growth providing a reliable and trustworthy option for consumers. Optimo will help secure market share as competition intensifies, offering new opportunities in territories and channels with untapped potential. The brand will feature a clear and focused product range, including summer, all-season and winter tires, emphasizing performance and reliability.

Endorsement and market expansion
Hankook Tire will back Optimo with sales support tools that will be available both online and offline to build brand awareness and loyalty.

Optimo will be endorsed by Hankook Tire, ensuring that customers will recognize it as a brand produced by a trusted and reputable manufacturer. This endorsement will be prominently featured across all marketing and sales materials, reinforcing Optimo’s credibility and reliability. The brand will be extended to further markets beyond Europe within the second quarter of 2025.

In 2015 Hankook Tire 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 Tire holds a leading position in the tire industry and is an original equipment supplier to premium car manufacturers such as Audi, BMW, Mercedes-Benz, Porsche and Volkswagen.

Optimo tires initial offering