Hankook joins forces with virtual influencer ‘Mono Mars’ within the framework of Formula E

Hankook collaborates with virtual space explorer Mono Mars to convey core values of the all-electric racing series
Social media partnership kicks off with season 9
Focus on innovative Hankook technologies featured in the EV racing tyre iON race

Neu-Isenburg, Germany, 11 January 2023 – Hankook has secured intergalactic support for its Formula E activities. Likeable virtual AI robot Mono Mars will help the premium tyre manufacturer reach out to motorsports fans worldwide as official Hankook partner for the ninth season of the all-electric racing series.

Mono Mars is a virtual influencer inspired by Mars exploration rovers. His presence on all the major social networks includes over 110K followers on Instagram, keeping tabs on his exploits on earth and in space. His friendly, unique metaverse character makes him popular around the world as he shares space and tech-oriented content with underlying social themes such as climate change and environmental pollution.

Hankook appointed Mono Mars as its Formula E influencer because their shared core values on topics such as sustainability and innovative technology make them a perfect match. The two are planning a variety of social media content relating to the electric racing series, with the aim of establishing a close dialogue with motorsports fans and younger target groups.

The overall package includes interviews with popular drivers, ‘E-village’ experiences and real-time race information directed at reinforcing the premium brand image of Hankook through the exclusive iON Formula E racing tyre.

Formula E Season 9 is set to begin on 14 January with the Hankook Mexico City E-Prix, the first of 16 races in 11 countries over the next seven months. The final race is the London E-Prix, which takes place at the end of July. This season, 22 drivers from 11 teams will compete for the championship, using the expertise of eight global vehicle brands: DS Automobiles, Jaguar, Maserati, McLaren, Mahindra & Mahindra, NIO, Nissan and Porsche.

The Gen3 electric vehicle makes its debut this season with a significantly increased maximum output of 350 kW (475 horsepower). All cars will be fitted with Hankook’s iON race, created specifically for EVs in close collaboration with the FIA. Dedicated technologies mean it offers the best racing performance and excellent efficiency.

Hankook is accelerating its motorsports activities with industry-leading racing tyre technology, and sponsors teams in more than 70 domestic and international motorsports championships. It has been active as an official sponsor and technical partner of Formula E since September 2022, thus driving the evolution of electric motorsports.

Om Hankook Tire

Hankook tillverkar innovativa och prisbelönta däck av högsta kvalitet inom premiumsegmentet för personbilar, SUV:ar, terrängbilar, lätta lastbilar, husbilar, lastbilar, bussar samt motorsport (tävling på banor och sträckor bantävlingar/rallytävlingar).

Företaget investerar löpande i forskning och utveckling för att alltid kunna erbjuda kunderna högsta kvalitet i kombination med den senaste teknologin. Vid företagets fem utvecklingscentra och åtta fabriker världen över utvecklas och produceras däcklösningar, som är speciellt anpassade för de regionala marknadernas krav och behov. I Europa sker däckutvecklingen för lokala marknader samt leverans av originalutrustning till ledande europeiska fordonstillverkare vid Hankooks teknikcentrum i Hannover, Tyskland. Tillverkning sker bland annat i den toppmoderna Europa-fabriken i Rácalmás, Ungern, som invigdes år 2007 och som byggs ut löpande.

Hankooks Europa- och Tysklands-säte ligger i Neu-Isenburg i närheten av Frankfurt am Main. Tillverkaren har ytterligare filialer i flera europeiska länder och säljer sina produkter genom regionala distributörer på andra lokala marknader. Idag har företaget cirka 20 000 anställda och levererar sina produkter till drygt 160 länder. Företaget har valts ut som teknologisk partner och exklusiv däckleverantör till Generation 3 för FIA ABB Formula E World Championship, med start år 2023. Ledande fordonstillverkare förlitar sig på Hankook som originalutrustningsleverantör av däck. Runt 38 % av den globala omsättningen hänför sig till Europa. Hankook Tire uppmärksammades av Dow Jones Sustainability Korea Index (DJSI) redan år 2011 och har sedan år 2016 representerats i Dow Jones Sustainability World Index (DJSI World).

Mer information återfinns på www.hankooktire-mediacenter.com eller www.hankooktire.com

Hankook Tire Europe GmbH | Marketing Communications Europe | Siemensstr. 14, 63263 Neu-Isenburg | Germany