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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Tyres Europe is actively participating in the UNECE (United Nations Economic Commission for Europe) Working Party on Noise and Tyres (GRBP), where efforts are underway to establish viable tyre abrasion limits. The organisation is contributing to the UNECE Task Force on Tyre Abrasion, which is advancing a proposed Regulation introducing abrasion requirements for type approval. This follows prior agreement on measurement methodologies, with the current focus shifting towards setting specific abrasion limits for passenger car tyres.

By providing ongoing technical input, Tyres Europe aims to support the creation of abrasion rules that are not only ambitious from an environmental standpoint but also practically enforceable. The organisation stresses the importance of globally harmonised standards for tyres, a product traded worldwide, to ensure consistent regulatory compliance and prevent market fragmentation. According to Secretary General Adam McCarthy, well-aligned international rules are also critical for the successful application of the Euro 7 framework within the European Union. Tyres Europe remains committed to contributing to the UNECE work programme to help shape abrasion provisions that can be effectively implemented and progressively refined over time.

Adam McCarthy, Secretary General, Tyres Europe, said, “Reducing tyre abrasion is an important environmental objective and it requires rules that are not only ambitious but also enforceable in practice. For a global product like tyres, globally aligned standards help deliver consistent compliance outcomes and avoid fragmentation across markets. This is also essential to support effective implementation under the Euro 7 framework in the EU.”

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Arun Mammen, chairman of the Automotive Tyre Manufacturers Association (ATMA), was part of the prime minister’s official delegation during a recent visit to Malaysia aimed at strengthening bilateral ties and economic co-operation between the two countries.

The visit provided a platform for engagement between Indian and Malaysian industry leaders across emerging and strategic sectors. Malaysian businesses expressed interest in collaborating with Indian companies in recycling and sustainability, technical textiles, defence components and advanced manufacturing equipment.

During the meetings, Mammen outlined the growth trajectory of the Indian tyre industry, citing rising domestic demand, export potential and an increased focus on innovation, sustainability and circular economy practices.

Industry representatives in Malaysia signalled interest in expanding partnerships, pointing to scope for greater industry-to-industry co-operation in the coming years.

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At the Green Week 2026 in Berlin, AZuR network’s partner NEW LIFE reached an audience of 350,000 by showcasing the environmental potential of mechanically recycling tyres into high-quality raw materials and end products. Operating under the banner ‘ZERO WASTE INSTEAD OF ZERO FUTURE’, the group occupied a central position in the newly established ZERO themed area. One of the most engaging exhibits was a large tortoise sculpture from partner KRAIBURG Relastec, crafted entirely from rubber granulate, which captured the imagination of younger attendees and symbolised the creative reuse of materials.

The very floor of the exhibition space demonstrated a practical application, being composed of interlocking tiles made from recycled tyre rubber supplied by MRH Mülsen. Visitors and exhibitors alike noted the comfort and resilience of this flooring, which reduced leg fatigue over long days and offered benefits such as impact noise reduction, high durability and easy cleaning. The simple click-together installation, requiring no adhesives, further underscored the product’s practicality and reusability.

Network coordinator Christina Guth observed enthusiastically broad and positive engagement from diverse sectors including politics, municipal planning, agriculture and landscaping. This sentiment was echoed by Elke Sondermann-Becker of Regupol, who noted that the strong public interest reflected a contemporary demand for sustainable solutions made from recycled materials. The initiative’s message was further amplified through an interactive quiz on the main stage in Hall 27, where attendees could win items like an elegant vase from Conradi+Kaiser or horse figurines, all made from rubber granulate.

During the Green Week Startup Days, Daniel Schockmann from Regupol took to the stage to outline how tyre recycling opens new pathways for a climate-friendly circular economy, highlighting solutions that are both ecologically and economically sound. Meanwhile, a dedicated specialist conference, the PLAYGROUND:TALKS, addressed sustainable urban recreational spaces. Experts including Sabine Rehberg, Dr Georg Maxein and Ralf Hertrampf presented to approximately 150 guests on the critical role of rubber granulate fall protection surfacing.

These elastic, impact-absorbing floors – installable as seamless surfaces or tiles – meet stringent safety standards for indoor and outdoor use, protecting against injuries from falls of up to three metres. They are robust, weather-resistant and slip-resistant while also offering design versatility through various colours and finishes. Beyond enhancing safety and accessibility, such solutions help municipalities and clubs achieve budgetary efficiency and a reduced environmental footprint, proving that innovation in tyre recycling supports both community well-being and circular economy goals.

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MAXAM Tire has launched the MSV01 PRO, a versatile crane tyre engineered for demanding dual-environment use, merging highway efficiency with off-road resilience. Its robust TBR-style casing and closed-shoulder tread configuration are central to its extended service life and stable handling across diverse terrains. Certified with an F-Speed rating for travel up to 50 mph (80 kmph), the tyre ensures safe and confident transit between job sites.

The meticulously engineered tread pattern significantly dampens road noise and vibration, directly improving operator comfort during extended transport. On paved surfaces, the design enhances fuel efficiency and steering responsiveness, while the deep, aggressive lug pattern ensures formidable grip in soft, muddy or wet off-road conditions.

This product underscores MAXAM’s dedicated investment in innovative tyre solutions that directly address the critical needs of industries dependent on unimpeded equipment mobility and sustained productivity, offering a single-tyre solution that eliminates compromises between on-road speed and off-road traction.

Jimmy McDonnel, VP – Sales and Marketing, MAXAM Tire, said, “With the MSV01, we’re expanding our commitment to deliver purpose-built solutions for specialty equipment. This tyre was engineered based on direct feedback from crane operators and fleet owners who needed more reliability both on the highway and in off-the-road environments. The MSV01 delivers the comfort, stability and traction performance that today’s demanding job sites require while reducing downtime and improving operational efficiency.”

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