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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Prinx Chengshan has introduced a new line of agricultural tyres at the 2026 Xinjiang International Agricultural Machinery Expo, which opened in Urumqi on 25 May. The Chengshan brand showcased products specifically designed for tractors and combine harvesters, responding to the growing performance demands of large-scale machinery driven by agricultural modernisation.

As tyres play a critical role in equipment efficiency, Prinx Chengshan has developed a full-chain innovation system covering fundamental research, application development and pilot verification. With a newly launched green and intelligent off-the-road tyre plant, the company now offers agricultural tyres that excel in durability and load capacity, providing cutting-edge solutions for global customers.

The Chengshan TX series addresses specific operational needs. The TX600, for tractors, features large tread lugs and flexible sidewalls to ensure stability and comfort during high-speed relocation. The TX700 uses a reinforced carcass and belt structure to handle heavy combined loads without deformation. The TX800 incorporates an R-1W deep tread pattern and wear-resistant compound to withstand sharp stubble, gravel and roots, extending tyre life and lowering costs. For combine harvesters, the TX2000 uses proprietary IF technology to deliver 20 percent higher load ratings at the same pressure, reducing soil compaction and protecting topsoil.

Moving forward, Prinx Chengshan will continue its product plus service strategy, supporting modern agriculture alongside global partners. The company aims to advance green farming practices and contribute to a sustainable future.

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Yokohama Tire has become a new partner of the Velocity Invitational, North America’s leading motorsport and lifestyle festival. The event is scheduled for 29-31 May at Sonoma Raceway in Northern California. The tyre manufacturer will showcase its ADVAN line of ultra-high-performance tyres and also support round four of the Porsche Sprint Challenge USA West by Yokohama.

The Velocity Invitational takes place in California’s wine country, blending world-class historic racing, modern hypercars, rare vehicle collections and immersive car culture. These attractions are paired with fine wines, luxury hospitality and exceptional culinary offerings.

Candace Cogan, Director of Product Marketing, Yokohama, confirmed several brand activations. These include ADVAN-livery vehicles on display and on track, such as the BBI Autosport Porsche 992 TurboCup ‘Dixie’ and a GT2 EVO tribute by Type-99. To mark the 75th anniversary of Porsche Motorsport, Yokohama will host a ‘Prost’ celebration featuring a curated video highlighting the longstanding relationship between the two brands.

Several Yokohama brand partners will attend. They include builder Vin Anatra, known for a Ferrari 360 rebuilt bolt-by-bolt on ADVAN A052 tyres; BBI Autosport founder Betim Berisha; photographer Larry Chen; filmmaker Sung Kang, famous for playing Han in ‘The Fast and the Furious’, whose upcoming film ‘DRIFTER’ features the ADVAN-shod hero car ‘Lola’ and Formula Drift hall of famer Daijiro ‘Dai’ Yoshihara.

Cogan said, “Yokohama is excited to be a sponsor of the Velocity Invitational, which is the ultimate festival of flat-out exhilaration and excitement. It’s a natural extension of our performance legacy and a powerful platform to showcase our iconic ADVAN tyres to enthusiasts united by a shared passion for car culture in every form.”

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The Tire Industry Project (TIP) has opened registration for its 2026 Tire Emissions Research Conference, scheduled for 8 to 10 December 2026 at the University of Cambridge in England. The event continues a series that began with successful gatherings in Munich in 2024 and Boston in 2025.

Building on prior editions, the 2026 conference maintains an exclusive focus on scientific research into tyre emissions and actionable countermeasures. This emphasis responds to rising global concern over tyre wear pollution, with organisers believing that progress depends on open knowledge exchange, multi-stakeholder collaboration and harmonised scientific methods.

The agenda covers the full scope of the issue, including tyre and road emission generation, environmental distribution and fate, ecological behaviour and impact, design alternatives and civil engineering or environmental practices for mitigating tyre and road wear particles and related chemicals. Participants range from scientists and industry practitioners to policymakers and experts in environmental and materials science.

Held at Jesus College within the prestigious University of Cambridge, the conference follows the tradition of partnering with world-class institutions such as the Technical University of Munich and the Massachusetts Institute of Technology. Abstract submissions are due by 29 May 2026, with further details and registration available on the event website.

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Kumho Tire has confirmed its participation at The Tire Cologne 2026, the world’s leading tyre exhibition, taking place in Cologne, Germany, from 9 to 11 June. The South Korean manufacturer will present key products at Hall 6.0, Stand B030 C039, including summer, winter, all-season and truck and bus tyres. The event is the largest and most prestigious global gathering for the tyre industry.

Under the theme ‘Innovation to Build the Future’, Kumho Tire will introduce its latest advancements and intelligent solutions for future mobility. The company aims to demonstrate technological excellence in stability and performance across driving conditions. Featured products include summer tyres such as the ECSTA SPORT S, ECSTA SPORT and ECSTA HS52, along with the winter tyre WinterCRAFT WP52+. Both ECSTA SPORT models are ultra-high-performance tyres gaining strong traction in the European market.

The WinterCRAFT WP52+, developed for European conditions, ranked third out of 51 entries in Auto Bild’s 2025 winter tyre test, earning an ‘Exemplary’ rating. Kumho Tire will also showcase MARSHAL brand products including the MU12, MH15 and MH22. The MU12 delivers stable handling, grip, braking and cornering at high speeds, as MARSHAL strengthens its global position combining performance with value.

Additional displays include the SOLUS HA32, WinterCRAFT ICE WI32, WI52, PorTran 4S CX11 and concept tyres Volume and Origami. Kumho Tire will invite key European customers for business meetings to explore partnerships, aiming to communicate its future vision, deepen engagement and expand its global footprint.

Tony Gangseung Lee, Head of Europe at Kumho Tire, said, “This exhibition presents a valuable opportunity to showcase our key products at the world’s largest tire event. We will leverage this platform to reinforce our position as a sustainable, future-oriented smart mobility partner and accelerate our transformation into a global premium brand.”

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