Hankook frames its Laufenn brand around messaging of a simple style that's sensible, but also a capable and confident performer.

Hankook frames its Laufenn brand around messaging of a simple style that's sensible, but also a capable and confident performer.

Two years after the debut of the Laufenn tire brand, Hankook Tire America Corp. officials say the products are meeting sales and volume expectations, and dealers are satisfied.

“So far we’re very happy with the growth,” says Shawn Denlein, senior vice president of sales for Hankook Tire America Corp. The tire maker launched the Laufenn brand in the U.S. at the 2014 Specialty Equipment Market Association (SEMA) Show, and Denlein boasted of its progress during an event at the 2016 SEMA Show.

Shawn Denlein says Hankook will continue to support its Laufenn dealers at the point-of-purchase.

Shawn Denlein says Hankook will continue to support its Laufenn dealers at the point-of-purchase.

Hankook dedicated its booth space exclusively to the Laufenn brand, and its signature purple and white colors. All five products in the lineup were on the display: an ultra-high performance tire, an all-season touring tire, two SUV and light truck tires, plus a studdable winter tire.

Denlein reaffirmed the plan the company set out when the brand was launched, “Our vision is to develop Laufenn into a global Tier 2 product.”

For more information, visit www.laufenn.com.

For more on Hankook’s status report from the SEMA Show, see: Hankook’s Plan: To Remain Focused on Its Dealers.

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