Premium tyre manufacturer Hankook Tire’s associate brand Laufenn is celebrating 10-year milestone of the brand’s presence in Europe.

The brand started with passenger car tyres since 2015 and added commercial vehicle treads to its portfolio five years later. Laufenn today boasts market presence in over 100 countries, offering passenger car tyres in 341 sizes along with a commercial vehicle portfolio of 18 sizes. Hankook intends to boost marketing expenditures in order to raise awareness of its Laufenn brand. In addition, a new generation of passenger car treads for the summer and winter will soon be introduced. Laufenn will increase its market share and supply original equipment tyres to a European automaker in 2025, in addition to its current offering in the passenger car replacement market. Laufenn has also been an official sponsor of the UEFA Europa Conference League since the 2021/22 season, further emphasising its position in strategically important sales markets.

Laufenn first made its foray into the market with performance and touring summer tyres for passenger automobiles. The X Fit Van summer tyre for SUVs and passenger vehicles, as well as the i Fit, the first winter tyre for SUVs and passenger cars in Western and Central Europe, came next. The i Fit ICE, a studded winter tyre for passenger automobiles and SUVs, marked Laufenn's entry into the Northern and Eastern European markets over the ensuing time frame. All-season tyres are now part of the range in addition to summer and winter tyres. Laufenn unveiled the improved summer tyres S FIT EQ+ and G FIT EQ+ in 2020. Laufenn's total market share in Europe has increased fourfold since its launch.

Laufenn is also commemorating a significant milestone in the commercial vehicle tyre industry: the company has been providing truck, bus, and trailer treads throughout Europe for five years. In 2025, the 18 sizes that are now available in the commercial vehicle portfolio will be expanded to include additional sizes, beginning with the trailer tyres LF95 and LR02, which are 265/70 R19.5.

In an effort to further innovate the truck market, Laufenn is this year launching ‘Laufenn365’, a new digital platform that will make it easier to resolve unintentional damage claims for the company's commercial vehicle tyres and provide clients with additional insurance against unforeseen expenses. Initially, this platform will be available in the United Kingdom. Laufenn intends to reach further European markets with its smart product and tyre warranty. The launch of another affiliate brand, Optimo, is a recent illustration of Hankook's strategic brand growth. Optimo serves a market niche with increasing demand for passenger automobiles and enhances Hankook's sibling and premium brands.

Jongho Park, President and Chief Operating Officer, Hankook Tire Europe, said, “With our associate brand Laufenn, we offer tyres that deliver excellent value for money without compromising on safety, reliability and quality. Customers benefit from the many years of experience of the Hankook brand and get a product that meets the highest standards. This allows us to create a win-win situation in every respect.”

Jang Hyuk Moon, Vice President – Marketing Department, Hankook Tire Europe, said, “Laufenn has established itself as a strong associate brand to Hankook with a steadily expanding portfolio and growing international presence. The brand will continue to focus on quality and customer relationships in order to further build on its success.”

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Hankook Tire has earned a notable honour in the 2026 Auto Express Product Awards, with its Ventus evo model receiving a commendation within the Summer Tyre classification. The recognition places the company’s flagship ultra-high-performance tyre among the year’s most impressive automotive products as determined by the influential British publication.

This accolade traces back to an extensive comparative analysis conducted by Auto Express, the findings of which first appeared in the magazine’s August 2025 edition. The testing regimen focused on the widely used 225/40 R18 size and featured nine competing brands. The subsequent awards announcement, which included this commendation, was made public in the periodical's April 2026 issue.

Evaluation protocols were notably exhaustive, encompassing both wet and dry surface assessments alongside metrics such as rolling resistance and acoustic comfort. Wet-track drills scrutinised braking distances, cornering stability and aquaplaning resistance, while dry-track sessions measured steering precision, grip levels and chassis balance. Judges additionally conducted subjective road tests to gauge steering feedback and ride quality across diverse pavement types.

The Ventus evo ultimately claimed third position overall, distinguishing itself particularly through superior wet-weather capabilities, including braking performance that rivalled the category leader. Designed as the newest iteration of Hankook’s premier summer tyre line, the product incorporates sophisticated tread architecture aimed at premium sports sedans and coupes. This commendation bolsters Hankook’s reputation for engineering tyres that adeptly harmonise dynamic handling, safety margins and cost-effectiveness for discerning motorists.

Ho Seok Chea, Managing Director, Hankook Tyre UK, said, “Independent third-party testing is a valuable endorsement of our engineering standards, confirming that our products provide the quality, performance and long-term reliability expected in real-world conditions.”

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Mitas has confirmed its role as the Main Sponsor for the 71st World Ploughing Championship, scheduled to take place from 3 to 6 September 2026 in Osijek-Baranja County, Croatia. This engagement follows the brand’s notable participation in the 2025 edition held in the Czech Republic, reinforcing its dedication to premier agricultural events that honour farming heritage.

Organised under the World Ploughing Organisation, the competition will draw participants and agricultural professionals from over 30 nations. The event serves as a global stage for ploughing proficiency, embodying precision and land stewardship – principles that resonate with Mitas’ ongoing mission to support the farming community worldwide. The company will leverage its sponsorship to secure a visible event presence, facilitating direct interaction with farmers, dealers and industry partners at its dedicated stand.

Attendees can explore the company’s latest agricultural tyre innovations, including the GRANTERRA series for high-horsepower tractors and the AGRITERRA ULTRA for transport applications. Additionally, Mitas will back the Croatian national ploughing team, aiding local competitors in their home-country challenge against elite international ploughmen and women.

Roberta D'Agnano, Global Brand Director Mitas at Yokohama TWS, said "Ploughing is one of the oldest agricultural skills, yet it remains a powerful symbol of everything that makes farming extraordinary: precision, experience and dedication to the land. That is why the World Ploughing Championship feels so close to the Mitas spirit. It brings together people who share a genuine passion for agriculture and a constant drive to do things better. We are proud to return as Main Sponsor, supporting these passionate teams and showcasing solutions that help farmers tackle today's challenges with confidence."

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TyreSafe, UK’s charity dedicated to raising tyre safety awareness, has forged a new alliance with Sheffield City Council aimed at elevating tyre safety awareness among the city's motorists. This initiative specifically targets Sheffield’s substantial student demographic and its numerous newly qualified drivers, recognising their particular vulnerability on the roads.

Sheffield's urban transport network accommodates over 1.7 billion vehicle miles annually, predominantly through short, daily commutes that exert significant stress on tyres. The city's diverse vehicle fleet includes a notable proportion of older or shared cars, which underscores the critical necessity for regular tyre maintenance. The collaboration will promote straightforward, preventative checks focusing on air pressure, tread depth and overall tyre health.

This partnership will weave tyre safety education into various local road safety campaigns, aiding the Council's broader objectives to diminish casualties on city roads. By instilling good vehicle maintenance habits early, especially among learners and students, the programme aims to foster lifelong safety practices. This concerted effort supports the Council's ongoing mission to reduce the number of individuals killed or seriously injured on Sheffield's thoroughfares.

Stuart Lovatt, Chair of TyreSafe, said, “In a city like Sheffield, where traffic density is high and journeys are frequent, making sure tyres are properly maintained is essential. By partnering with Sheffield City Council, we can reinforce these vital safety messages and encourage road users to make tyre checks part of their regular routine.”

Cllr Alexi Dimond, Chair of the Transport, Regeneration and Climate Policy Committee at Sheffield City Council, said, “Tyre safety is a fundamental part of road safety, but it’s something many road users – particularly those newer to driving and riding – don’t always remember to check. I’m pleased to announce this new partnership with TyreSafe, which will help ensure that practical tyre safety advice reaches road users at all stages. This scheme will give them the knowledge and confidence to keep vehicles safe and roadworthy in all weather conditions. Tyre safety can help reduce collisions and contribute to Vision Zero: our ambition to have no fatalities on Sheffield’s roads.”

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Atturo Tires has entered into a multiyear agreement to serve as the exclusive tyre brand for Mecum Auctions, the host of the World’s Largest Collector Car Auction. This strategic alliance positions Atturo at the heart of a dedicated automotive community that includes collectors, builders and daily drivers who value performance, style, durability and affordability – principles that have guided the tire manufacturer since its inception in 2009.

As the category-exclusive tyre sponsor for Mecum’s 2026-27 auction calendar, Atturo will benefit from extensive branding and promotional integration. This includes visibility across live events, television broadcasts, digital platforms, print media and social channels, all aimed at increasing brand recognition among consumers who actively seek Atturo products through dealerships.

The auction’s diverse lineup of muscle cars, luxury vehicles and off-road models aligns perfectly with Atturo’s target audience, showcasing Trail Blade and AZ tyres alongside enthusiast favourites. To support its dealer network, Atturo will provide co-brandable materials, event photography and sponsorship talking points via the dealer portal, reinforcing the brand’s national presence and its message of accessible performance.

Michael Mathis, President, Atturo Tires, said, “Mecum's audience is our audience. The people who show up to watch a Challenger cross the block or a built Bronco roll through the lot are the same drivers who trust Atturo on their daily vehicle, their weekend build and everything in between. This partnership puts our Trail Blade and AZ lines directly in front of them – and gives our dealer network another example of how Atturo is becoming the best-known private brand in the country.”

Breeann Poland, Director – Marketing and Communications, Mecum, said, “Mecum Auctions is excited to join forces with Atturo Tires by bringing them on as our official and exclusive tyre partner. Atturo has earned a reputation for delivering high-quality tyres for automotive enthusiasts of every kind, from racers and off-road enthusiasts to the everyday driver and weekend cruiser. That diverse range of customers they serve makes Atturo an excellent choice for our equally wide-ranging Mecum community.”

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