Hankook Tire Accelerates Growth Through North America On-Site Leadership Leveraging Formula E and TGL

- CEO Sanghoon Lee Visits Key U.S. Sites to Review Execution of Technology, Brand, and Sales Strategies
- Strengthening Global Premium Brand Touchpoints Linking Mobility and Sports Through Global Sponsorship Activities
- Expanding Production and Sales Capabilities in North America and Increasing OE Supply for Electrification and High-Performance Tires

Seoul, Korea, January 26, 2026 — Hankook Tire & Technology Co., Ltd., a global leading tire company of Hankook & Company Group (Chairman HyunBum Cho), is accelerating the execution of its growth strategy centered on innovation-driven technology and a global premium brand foundation, with North America positioned as a key strategic market.

Hankook Tire will leverage the timing of major global sports events in North America to further strengthen its regional market strategy, with the Round 3 Miami E-Prix of Season 12 of the ABB FIA Formula E World Championship taking place in Florida on January 31 (local time), followed by a Season 2 match of the Tomorrow Golf League (TGL) on February 2.

During the visit, Sanghoon Lee, CEO of Hankook Tire, will attend the events on site to review the operational status of the company’s global sponsorship assets. Through this on-site engagement, the company aims to further translate its technology leadership and brand assets into tangible business alignment within the North American market.

“North America serves as a core stage where Hankook Tire’s technological competitiveness and premium brand value are continuously validated,” said Sanghoon Lee. “Through Formula E and TGL, we will continue to strengthen our leadership in electrification technologies and our competitiveness as a global brand in the sports and entertainment space, while steadily translating these strengths into tangible business results.”

Hankook Tire will also invite key business partners and representatives from its core dealer network to the Formula E and TGL event venues. Through on-site engagement, attendees will have opportunities to experience Hankook Tire’s innovative technologies both directly and indirectly, supporting the company’s efforts to further strengthen trust and collaboration across its dealer network.

In particular, the electric racing tires exclusively sponsored and supplied by Hankook Tire for the ABB FIA Formula E World Championship continue to validate the company’s technological capabilities under extreme racing conditions. Data accumulated through Formula E serves as a core asset for Hankook Tire’s electrification technologies, reinforcing brand credibility and trust across the North American market.

Hankook Tire’s sponsorship of Tomorrow Golf League (TGL) represents an extension of the company’s innovation-driven, technology-based brand strategy into the sports and entertainment domain. As TGL’s first-ever Official Tire Partner and a Founding Partner joining from Season 2, Hankook Tire is maximizing exposure of its global unified brand, “Hankook,” across venues and broadcast coverage, delivering a differentiated brand experience that transcends the boundaries between mobility and sports to fans worldwide.

Meanwhile, North America represents a key market for Hankook Tire, accounting for approximately 25 to 30 percent of the company’s total sales. To respond reliably to growing local demand, the company continues to position the North American market as a core pillar of its global business, while steadily strengthening its production infrastructure and supply capabilities.

Hankook Tire is expanding its original equipment (OE) supply across key models from major automakers in North America, including the Lucid Gravity, a large electric SUV from Lucid Motors, as well as vehicles from Porsche, BMW, Audi, Ford, and GMC. Moving forward, the company will continue to accelerate its North American market strategy through a diversified product portfolio.