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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The Tire and Rubber Association of Canada (TRAC) has released findings from a new Abacus Data survey indicating that four in five Canadian motorists, or 80 percent, regard winter tyres as more essential than ever amid increasingly unpredictable winter weather. The survey was commissioned by TRAC to assess driver attitudes as climate change continues to shape variable and challenging driving conditions.

Motorists are contending with rapid temperature swings, snowfall, freezing rain and other weather events. Among drivers who do not use winter tyres, fewer now consider all-season tyres sufficient, falling 11 points from 2025 to 64 percent, while more are cutting back on winter driving, up 11 points to 35 percent. This season, 80 percent of Canadian drivers are equipping their vehicles with winter tyres.

Although 86 percent of drivers view winter tyres as an important investment despite the rising cost of living, financial pressures appear to influence purchasing decisions, with 38 percent citing increased living costs as a reason for not buying them. Those who use winter tyres report tangible safety benefits, as 83 percent say the tyres have saved them from a collision or loss of control. Protecting their families through enhanced traction, cornering and stopping power in cold weather remains the primary motivation at 67 percent.

Additional reasons include lower insurance premiums at 26 percent, advice from family and friends at 21 percent and retailer recommendations at 14 percent, while 42 percent point to winter tyres being mandatory in their province. Regionally, usage stands at 86 percent among Atlantic Canadian drivers, 77 percent in Ontario, 74 percent in Manitoba and Saskatchewan, 75 percent in Alberta and 65 percent in British Columbia.

With more tyre choices than ever, motorists can find products matching their needs and budgets. TRAC recommends shoppers rely on the Three-Peak Mountain Snowflake Symbol, which verifies a tyre meets or exceeds Transport Canada's minimum snow traction threshold. Drivers have three options: all-season tyres, all-season tyres bearing the symbol and dedicated winter tyres, and selecting the right tyre can mean the difference between a surefooted winter motoring experience and a nervous drive.

Driving on all-season tyres in winter results in longer stopping distances and compromised handling below 7°C, while symbol-bearing all-season tyres offer moderately better traction but are intended for occasional, light-to-medium snowfalls. Dedicated winter tyres deliver the highest performance and remain the safest choice. TRAC's Winter Tire Cost Calculator compares the cost of a single set of tyres against adding a second set of dedicated winter tyres. Abacus Data surveyed 1,232 Canadian drivers online between 16 and 21 October 2026, yielding a margin of error of plus or minus 2.79 percent, 19 times out of 20.

Carol Hochu, President and CEO, TRAC, said, “With winter weather becoming harder to predict across Canada, choosing the right tyres for the winter season is an important part of preparing for the road ahead. Winter tires provide the traction and control drivers need in all winter conditions, whether they encounter cold, dry pavement, rain, snow, slush or ice. The fact that the vast majority of winter tyre users say their tyres have helped them avoid a collision or loss of control underscores their value as a safety investment, even as the cost of living continues to rise.

“Winter tyre use remains high across Canada. They represent an important measure that contributes to safer winter driving. We must continue to educate drivers about their benefits, particularly younger drivers, newcomers to Canada and anyone with limited experience driving in winter conditions. Even as living costs climb, most Canadians are making winter tyres a purchasing priority. Winter tyres are a proven safety choice, giving Canadian drivers the confidence they need no matter the weather conditions.”

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Kuraray America, Inc. marked National STEM Day on 8 November by spotlighting a community educational event that brought together 15 of its volunteers and students from the Houston Japanese Supplementary School at San Jacinto College for a day of hands-on exploration and discovery.

Participants engaged in activities illustrating how science, technology, engineering and mathematics (STEM) converge in chemical manufacturing. Experiments with superabsorbent polymer beads explored chemistry and material properties, while a tour of the college’s facilities introduced industrial equipment. Students also learned about water filtration and distillation processes and how mathematical concepts underpin scientific and engineering applications.

One student showed particular interest in the distillation tower, linking the experience to the Kuraray Group’s contributions to everyday life and its mission of achieving for people and the planet what no one else can. The event also benefited KAI volunteers, who shared technical knowledge, exchanged perspectives and learned alongside potential future scientists and engineers.

Kuraray America thanked Reiko Fuwa and Tomohiro Tani for coordinating the visit, Hans Vandommele for sharing his expertise and all 15 KAI volunteers. The company also expressed appreciation to San Jacinto College for facility access and to the Houston Japanese Supplementary School students for their curiosity, enthusiasm and thoughtful questions.

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Liberty Tire Recycling attended the 2026 SEMA Show in Las Vegas, held from 3–6 November at the Las Vegas Convention Center. The automotive aftermarket event, one of the industry's largest, drew over 160,000 attendees from the automotive, tyre and transportation sectors to review new products, technologies and business opportunities.

The Lakin Tire brand, a consistent SEMA exhibitor, once again used the show to reinforce industry relationships and present Liberty's tyre collection, recycling and sustainable resource management capabilities. Personnel from Grade/Used Tires, Commercial Truck Tires, Metals, Recycling and Collection, together with corporate and regional leadership, met customers, suppliers and industry professionals from around the world.

The booth received existing and prospective customers from numerous tyre and automotive segments during the week. Costco Wholesale Corporate Office, United Tires and UTU Wholesale were among the organisations that stopped by to examine Liberty Tire's products, services and nationwide reach. The company viewed the event as an effective forum for monitoring emerging market trends and demonstrating its position in recycling and sustainability, alongside its focus on innovation, workforce development and circular economy principles.

A memorable moment came when a high school shop teacher and students, attending through a special educator programme, toured the booth to learn about tyre recycling and industry operations. Liberty team members provided industry insights, outlined career pathways and acknowledged educators' contribution to developing future skilled trades professionals, supplying tyre inflation gauges for classroom use.

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Laufenn, Hankook's associate brand, earned a ‘Good’ ratingwith an overall score of 2.2 for its G Fit 4S in the Auto Bild Allrad all-season SUV tyre test published on 8 October 2026 (issue 41). The tyre competed credibly against 11 rivals from established premium marques, finishing competitively in a 12-strong field.

Wet handling proved a particular strength, with the G Fit 4S collecting the second-highest rating shared with other models. Aquaplaning resistance also impressed, as the tyre held its line until stability began to fade at roughly 100 kmph (62 mph). In snow, it recorded the third-shortest braking distance, matching two other contenders.

Testing spanned snow, wet and dry disciplines, each weighted equally in the final ranking, with a third-generation MINI Countryman serving as the test vehicle. Snow assessments were carried out in New Zealand, while European venues hosted the wet and dry evaluations. The jury's conclusion underscored Laufenn's value-focused positioning, finding the G Fit 4S a solid option for cost-conscious buyers.

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