Neu-Isenburg, Germany, 07 August 2025 – Hankook has unveiled a new brand film titled 'The Essence of Driving' for its global associate brand 'Laufenn.' The film was released online to reach audiences worldwide.
Created to showcase Laufenn’s brand identity, the film underscores its commitment to delivering optimal driving performance across all road conditions. It also prominently features the message 'A Brand by Hankook' to emphasise Laufenn’s position as a brand that shares Hankook's top-tier technology and quality.
The film visually captures Laufenn's brand identity—delivering the ultimate driving experience through core tyre capabilities such as grip and driving stability. It features a striking scene where a Laufenn-equipped vehicle races through the desert as parts of the vehicle gradually disappear, leaving only the tyres, symbolising the brand’s unwavering focus on the essentials of driving.
The film goes on to demonstrate Laufenn’s consistent performance across snowy roads, wet surfaces, and both on- and off-road terrains, reinforcing the brand slogan 'A Tyre That Fits' to deliver FIT performance on all road conditions.
The new brand film is available to view on the official Laufenn global website, as well as across Laufenn’s official social media channels, including YouTube and Instagram.
Since its debut at the SEMA Show in the United States in 2014, Laufenn has expanded its presence to 100 countries worldwide. Designed to meet the demands of diverse road conditions and customer lifestyles around the globe, the brand offers a comprehensive tyre lineup spanning passenger cars, SUVs, trucks, and buses.
In addition, commencing with Germany's Auto Bild in 2020 and extending to publications like ADAC and the UK's Auto Express, Laufenn has consistently achieved strong performance ratings in tyre tests by leading European automotive magazines, steadily strengthening its brand presence in local markets.
Looking ahead, Hankook aims to further strengthen Laufenn's position as a leading global associate brand, driven by continuous technological innovation. The company will leverage its state-of-the-art R&D infrastructure, including its global headquarters Technoplex, cutting-edge research facility Hankook Technodome, and Hankook Technoring—Asia’s largest tyre proving ground—to support ongoing product advancement and brand growth.
