Hankook Tire launches its official global Instagram

- To feature visual and video content focused on its new EV tire family, iON
- To boost communication and extend the Hankook brand experience to the Millennials and Gen Z
- Strengthening its market leadership and brand value through various user-friendly content

Seoul, Korea, May 4, 2022 – Global leading tire company Hankook Tire has launched its official global Instagram account with a goal to tap into the Millennials and Generation Z, collectively dubbed as the “MZ Generation”.

Hankook’s global Instagram channel will provide the Millennials and Generation Z with a new brand experience. In specific regard to the growing electric vehicle (EV) market, visual and video content of its new family of EV tires, the iON (pronounced as /ai’on/), is to be featured. Hankook will work on building consumer engagement, and create a wide range of content including topics such as Formula E championship and original equipment for premium EVs to increase the synergy between digital marketing and sales.

Through this, Hankook plans to highlight its brand values of ‘High-Tech’, ‘Innovation’, and ‘Performance’ while strengthening its premium brand image as a leader in the electric vehicle market.

"Hankook is continuously working to create a touchpoint with Generation Z and Millennials." says Jimmy Kwon, Vice President of Hankook Tire's Brand Lab. "Through the opening of the official Instagram channel, we hope to familiarize digital natives with our exciting new products specifically in the EV tire segment and leverage Hankook brand as a more user-friendly, present company to the younger consumer groups."

Hankook will be launching the iON, its first family of EV specific tires in Europe from May 2022 as the Hankook Ventus iON S summer tire pattern, and from September 2022 for the winter as the Hankook Winter i*cept iON. The Hankook Ventus iON A tire will be available as an all-season version for the North American market. Carefully developed to fit to a premium, high performance electric car from its design stage, the Hankook iON is expected to fully realize the driving performance of electric vehicles with high torque, demonstrating Hankook’s top tier technology and premium brand value.

In the meantime, Hankook has been selected to serve as the official tire partner of the ABB FIA Formula E World Championship starting in the 2022/23 season when the new Gen3 car is being introduced. In line with Formula E’s pursuit towards creating a better, cleaner world, Hankook is taking part of shaping the future of motorsports through the exclusive supply of specially designed tires to all Formula E races along with its technical expertise.