The Laufenn brand will enter the original equipment segment
In 2025, the Laufenn brand, which belongs to the mid-range category, marks its 10th anniversary on the European market and enters the original equipment segment, according to Hankook's press service.
Laufenn passenger tires appeared on the European market in 2015, five years later they were joined by truck tires, and now the brand is present in more than 100 countries around the world. Since its debut on the European market, the brand has expanded its passenger tire lineup from 230 to 241 sizes, and truck tires are currently offered in 18 sizes.
The first customer of Laufenn in the OE segment will be an unnamed European car manufacturer. "The trust given to the brand by a leading automaker confirms that Laufenn has earned a high reputation not only among end-users but also in the industry in just a few years," said Chonho Pak, President and COO of Hankook Tire Europe.
According to him, under the Laufenn brand, tires are offered with an "attractive price that combines high safety, reliability, and quality". "Our customers benefit from Hankook's many years of experience and receive a product that meets the highest standards, so the situation is a win-win for all parties," he added.
Initially, Laufenn entered the market with summer passenger tires of the Performance and Touring classes, which were followed by light truck tires X FIT Van and winter I FIT, designed for the markets of Western and Central Europe. Later, studded winter tires I FIT Ice for the northern climate were added to the range, and now models for year-round use in regions with warm winters are also available. In 2020, new generation summer tires S FIT EQ+ and G FIT EQ+ were introduced, and the company says that since their release, Laufenn's share on the European market has increased fourfold.
In 2025, Laufenn S FIT EQ+ made it to the main part of a large test by Auto Bild and eventually took 14th place, with experts noting that the tire has high braking efficiency and resistance to aquaplaning, as well as good ride comfort and low noise. In the "rolling resistance" and "price/resource" disciplines, the Laufenn tire was among the top ten.
In the truck segment, Laufenn tires are designed primarily for small and medium-sized fleets that "value reliability and product quality". This year, the range will be expanded, and, for example, trailer tires LF905 and all-position LR02 will be released in the new 265/70 R19.5 size.
To further increase brand awareness, the company plans to increase investments in marketing initiatives, and in the near future, it is planned to introduce a new generation of summer and winter tires for passenger cars.
Since the 2021/2022 season, the Laufenn brand has been the official sponsor of the UEFA Conference League, which should help expand its presence in key markets.
Not so long ago, Hankook also launched another brand called Optimo, and it is noted that the expansion of the portfolio confirms the company's commitment to a multi-brand strategy. "Thanks to a diversified brand portfolio, Hankook will be able to strengthen its position on the European market and more effectively adapt its offerings to various consumer preferences," the company says.
"Laufenn has established itself as a strong brand with a constantly expanding range and growing presence internationally," said Chang Hyuk Moon, Vice President of Marketing at Hankook Tire Europe. "In the future, the brand will continue to focus on providing high-quality products and strengthening customer relationships to further develop its success."