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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Building upon the foundation of their joint venture, UniPyrum, Pyrum Innovations AG and UNITANK Holding GmbH are advancing their collaboration into a concrete implementation phase. A key milestone has been reached with the signing of a high six-figure engineering and consulting agreement between Pyrum and UniPyrum, which also serves as the joint venture's inaugural order. This contract, for which an initial payment has already been made, focuses on the approval process and basic engineering for the partnership's first tyre recycling plant. The selected site is an existing UNITANK tank farm in Emleben, Thuringia, a location chosen for its excellent logistical access and established infrastructure.

This facility in Emleben represents the initial project within a broader vision to develop five to 10 such plants across Germany and Europe. The UniPyrum management team has begun its strategic work, securing preliminary funding and holding meetings to coordinate operational steps and site development. A primary focus of this early phase is the systematic identification and evaluation of strategic locations for subsequent projects.

To propel the ambitious pipeline forward, the venture's immediate priorities include selecting sites for the next two German plants and commencing the requisite planning and approval procedures. To manage this expansion effectively, UniPyrum plans to recruit specialised personnel, ensuring that the development of all projects progresses both efficiently and on schedule. This structured approach marks a significant transition from planning to active execution for the partnership.

Pascal Klein, CEO, Pyrum Innovations AG, said, “With the signing of the engineering contract, we are setting a decisive milestone together with UNITANK for the implementation of our first joint venture plant in Europe. The plant in Emleben is another driver of our growth strategy in Germany and lays the foundation for the widespread introduction of our pioneering recycling technology and the supply of system-critical raw materials produced from waste to Europe.”

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Tyres Europe has announced that Brisa and Marangoni have become Full Members of the association, strengthening the European tyre manufacturing industry's collective presence.

Commenting on the development, Livio Magni, President, Tyres Europe, said, “We are pleased to welcome Brisa and Marangoni to Tyres Europe. Their joining reflects the importance of a strong and united industry voice at the European level, particularly at a time of increasing regulatory complexity and transformation for the tyre sector.”

Adam McCarthy, Secretary General, Tyres Europe, said, “The joining of Brisa and Marangoni reinforces the diversity and expertise within Tyres Europe, particularly in retreading and circular economy solutions. We look forward to working closely together on key EU policy files affecting competitiveness, sustainability and innovation in the tyre industry.”

Cenk Koçdor, Chief Growth Officer, Brisa, said, “Being part of such an influential platform that shapes the future of the industry at both European and global levels always makes us happy and proud. Through this full membership, we will contribute to the dialogue on regulations and market dynamics while strengthening our market intelligence to deliver greater value for our customers. With our capabilities, we will help reinforce the strategic role of tyres within a sustainable mobility ecosystem and support the industry’s readiness for the future.”

Vittorio Marangoni, President, Marangoni, said, “We are proud to regain our status as a Full Member and look forward to contributing to the European tyre industry during this challenging period. We will also be happy to share with Tyres Europe our specific expertise in the circular economy of tyres.”

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Toyo Tires has once again been recognised for its commitment to sustainability through its inclusion in several prominent ESG investment indices. This marks the seventh consecutive year the company has been selected as a constituent of the FTSE4Good Index Series, a global benchmark for strong environmental, social and governance practices. Furthermore, Toyo Tires continues to be listed on the FTSE JPX Blossom Japan Index for the sixth year and the FTSE JPX Blossom Japan Sector Relative Index for the fourth year, both of which highlight leading Japanese companies in ESG performance.

These indices, created by FTSE Russell, employ rigorous evaluation criteria across areas such as climate change, corporate governance, health and safety and anti-corruption. The FTSE JPX Blossom Japan Index identifies top ESG performers from the Tokyo Stock Price Index (TOPIX), while the Sector Relative Index provides a sector-neutral view, emphasising companies with relatively strong ESG engagement within their industries and a demonstrated commitment to the low-carbon transition.

This ongoing recognition stems from Toyo Tires’ foundational Sustainability Management Policy, which positions ESG at the core of all corporate activities. The company is dedicated to the integrated advancement of its business objectives and its sustainability initiatives. Through this approach, Toyo Tires strives to foster a sustainable mobility society on a global scale.

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Linglong Tire organised the Linglong Winter Experience 2026 in the Austrian Alps in early February. This event gathered nearly 40 European tyre retailers for a comprehensive programme blending professional driving with product immersion. Nestled at 1,030 metres in Salzburger Land, the scenic Stegergut winter driving park provided the ideal terrain. Its challenging handling courses, expansive dynamic areas and circular tracks formed the perfect proving ground.

Guided by expert instructors, participants took the wheel of Toyota GR Yaris and GR Supra models, chosen specifically for their drift capabilities. Embracing the playful spirit of ‘one more drift’, the agenda focused on refining advanced driving techniques and mastering controlled drifts on the icy circuits. Over 120 kilometres of driving allowed every attendee to push their limits, hone vehicle control and indulge a passion for performance driving. Each training car was equipped with the new Linglong Sport Master Winter tyre in size 225/40 R18 92W. This model marks a milestone as the first Linglong tyre developed in Germany and manufactured solely in Europe, following its ‘good’ rating from the respected German publication auto motor und sport last autumn.

Beyond the adrenaline-fuelled driving, the experience included a detailed workshop showcasing Linglong’s latest products and upcoming marketing strategies. The schedule was balanced with traditional Alpine hospitality, featuring a serene horse-drawn sleigh ride through snowy vistas and a hearty meal in a classic mountain hut.

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