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SEMA Show, Day Two: Hankook spotlights new tires, contest winners, heroes and friends

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SEMA Show, Day Two: Hankook spotlights new tires, contest winners, heroes and friends

Hankook Tire America Corp. unveiled its latest ultra-high performance all-season tire as well as the winners of its student “Tire Design for the Future Environment” competition at the Specialty Equipment Market Association (SEMA) Show.

At a press conference held at its booth (#43061), Hankook presented its Ventus S1 noble2 tire made from a new silica tread compound for improved wet grip and lower rolling resistance.

“Hankook is continuously introducing new technologies to the market, which not only further bolster our rapidly growing traction in the U.S. market, but also provide consumers with increased options for safe, fuel-efficient, high performance tires,” said Soo Il Lee, president of Hankook Tire America Corp.

The new Ventus S1 noble2 features a triple-radius profile that maintains maximum grip under ultra-high performance all-season driving conditions, and offers lower rolling resistance for increased fuel efficiency. The tire also was developed through the use of 3D vibration analysis technology which produces an advanced mold profile, designed to deliver uniform contact pressure on the tire’s center and shoulder blocks for secure braking performance. Straight rib blocks are applied to the outside of the tire to reduce road noise.

The Ventus S1 noble2 will be available to consumers beginning in March of 2013 in 40 sizes in many popular 16, 17, 18, 19 and 20 inch fitments.

In addition to rolling out its latest tire, Hankook gave attendees a look at the future of tire technology.

Hankook showcased for the first time the winning, innovative tire design mockups from its “Tire Design for the Future Environment” competition. The three-month competition, held this past spring for third year design students at the University of Cincinnati, tasked students with creating new tire designs based on their own visions of future cars, sustainability needs such as reducing and reusing raw materials used in tire production, and the importance of increasing tire efficiency and meeting specific tire performance targets.

Hankook Tire America President Soo Il  Lee presented awards to first place winner Ben Zavala for his “TILTRED” tilting tire design and to second place winner Mark Hearn for his “Motive” Off-Road design.

“The project brief asked our students to stretch their imagination about future cars, view the role of tires from new angles, and propose a new tire design accordingly,” said University of Cincinnati Professor Raphael Zammit.  “It was an all-around great project and we are truly grateful to Hankook Tire for giving us the opportunity.”  

Ending its press conference, Hankook updated attendees and its Facebook friends on several initiatives. It officially concluded the “Hankook Heroes” Facebook campaign by holding the first ever Hankook Heroes award ceremony which honored Derrelle Ruschel for the good he does using his car and tires. Derelle, a married husband of four children, was nominated by his wife for his dedication to his family and unending devotion to raising the couple’s four boys.

Hankook also announced the launch of its new Facebook campaign, “Models vs. Drivers.” In the campaign, which kicks off today ( October 31), Hankook’s Formula Drift models and drivers will compete in a battle for fans. Voters will be asked to pick a team to cheer for, and have the opportunity to win a meet-and-greet with the Hankook models or an in-car racetrack ride with a Hankook driver at a Formula Drift event of their choice. Voters of the team with the most fans will be entered to win the grand prize.

For more information, visit the Hankook USA Facebook page at

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