Under Kontrol: Hankook looks to technology

Dec. 9, 2008
At Hankook Tire America Corp., control -- or more accurately, "Kontrol" -- is the new buzzword. The company has introduced its Kontrol Technology to the United States market via its new Ventus R-S3 Z222 tire.

The Ventus R-S3 Z222 is the first product for the domestic market that contains the technology, which is based on four pillars: performance, safety, comfort and environment.

"The Hankook proprietary technology within Kontrol isn't new," says Bill Bainbridge, director of brand communications for Hankook. Kontrol has been available in a newer Hankook tire, the enfren, in South Korea and China.

However, "as a relatively young brand, Hankook needs to develop its own identity and create brand equity. To this end, we want to be known as a technology-focused, market-driven manufacturer. Kontrol Technology is the 'packaging' as we go forward in communicating with dealers and consumers the essence of Hankook."

For more about Kontrol Technology, as well as Hankook's plans for 2009, see the December 2008 issue of Modern Tire Dealer, in the mail soon!

Latest in Consumer Tires