Hankook's I Fit, the Laufenn brand's studless winter tire, has earned a 2017 Red Dot Design Award.

Hankook's I Fit, the Laufenn brand's studless winter tire, has earned a 2017 Red Dot Design Award.

Hankook Tire Co. Ltd.’s Laufenn I Fit winter tire has won a 2017 Red Dot Design Award.

The Laufenn brand’s I Fit is a studless winter tire.

The Red Dot Design Award is an international design prize awarded by the Design Zentrum Nordrhein Westfalen, Germany since 1955. Since 2001, Hankook Tire has been winning a series of awards from the Red Dot Award program. The company says this year’s win with the Laufenn brand’s I Fit once again proves its innovative design leadership and premium brand asset.

Hankook says the I Fit was highly evaluated for its stable driving performance and excellent grip on snowy and wet conditions. The advanced tread pattern and rubber compound particularly designed for slick snowy or icy winter roads all ensure safe and comfortable driving in tough driving conditions. The I Fit tire’s optimized structure also features enhanced braking and safety while delivering comfortable driving during long wear life.

With a high portion of Laufenn tires’ sales mainly coming from Europe and North America, Hankook says it is now focusing on transforming the brand into a true global name. Since its launch in North America in 2014, the Laufenn brand has successfully expanded across Europe, China and the Middle East. All in all, overall sales of Laufenn tires increased by 350% in 2016 compared to the previous year.

“Following last year’s multiple wins from Red Dot Design, this award once again solidifies Hankook Tire’s commitment and determination to lead future driving through progressive innovation and creative design,” says Seung Hwa Suh, vice chairman and CEO. “We will continue to contribute to advancement in driving with aspiration for innovative technology, both through Hankook and Laufenn’s dedicated technology leadership.”

Hankook says it is planning to continue with its aggressive expansion of the Laufenn brand from 62 countries in 2016 to 86 countries this year.