Hankook introduces new secondary brand Optimo in Europe

Optimo complements Hankook's existing premium and sister brands with a focus on passenger car tires and, with its product range, covers a market segment with growing demand.

All-round Talent

The name Optimo harks back to one of the very successful all-season tires from Hankook and represents the reliability of the products and the brand's ability to cover all seasons and all customer requirements with an appropriately tailored tire portfolio.

"In recent years, Hankook has experienced tremendous growth in the European market," says Jongho Park, COO of Hankook Tire Europe. "With the introduction of Optimo, we are now setting the right course to continue this success story in the future."

Product Volume and Value as Growth Drivers

The goal of the portfolio expansion is further growth for Hankook by creating a complementary, reliable, and trustworthy alternative for consumers. Optimo will help secure market shares in an increasingly competitive environment and offer new opportunities in markets and sales channels with untapped potential. The brand will offer a clear and focused product range with summer, all-season, and winter tires, where performance and reliability are paramount.

Umbrella Brand Support and Market Expansion

Hankook supports Optimo both online and offline with promotional measures to strengthen brand awareness and loyalty.

By adding "Optimo, a Brand by Hankook Tire," Hankook ensures that the new brand is perceived by customers as a trusted and credible manufacturer. This addition to the brand name will be prominently placed in all marketing and sales materials, thus underscoring the credibility and reliability of Optimo. The brand will also be introduced in additional markets outside Europe in the second quarter of 2025.

In 2015, Hankook launched its second brand, Laufenn, which is now well established in the European market with a complete portfolio for cars, SUVs, vans, buses, and trucks. Hankook holds a leading position in the tire industry and is an original equipment supplier for premium car manufacturers such as Audi, BMW, Mercedes-Benz, Porsche, and Volkswagen.