Kumho strengthens European market position with winter driving event
Kumho Tire hosted the Winter Driving Experience event in Sweden to showcase the upcoming WinterCraft WP52+, inviting European dealers for a hands-on driving experience.
The event served as an opportunity to give customers a first hands on test on the new product and experience the benefits of the products performance. On top of that it enhances Kumho’s brand value and strengthen communication with the customers.
Kumho Tire has embarked on an initiative to expand its presence in the European market through the Kumho Winter Driving Experience event in Östersund, Sweden.
During the three-day event, the company invited more than 60 officials from key European customers to Östersund, in north Sweden to experience its winter tires, including the newly released WinterCraft WP52+. The event was attended by several VIP executives from Kumho Tire, including President & CEO Il-taik Jung and Head of Europe – Tony Gangseung Lee.
The test area, specially prepared on a huge frozen lake in Östersund consisted entirely of ice and snow-covered tracks and offered the opportunity to test the performance of the tires in terms of driving and braking on slippery surfaces in extremely cold conditions.
Participants drove cars fitted with the WinterCraft WP52+ on various sections, including the Snow Handling, Slalom Course and On-road Scenic Route. They also tested vehicles equipped with the WinterCraft ice WI32, an artic tire, on the Ice Handling section.
In addition, they took part in a sub-event where they experienced drifting with the assistance of Kevin and Timmy Hansen, two professional Red Bull sponsored drivers that competed in the FIA World Rally Cross Championship.
Customers were also invited to take part in activities such as a snowmobile tour and dinners, where they were introduced to Kumho’s winter tires, as well as its sales and marketing strategies.
“We will work relentlessly this year to enhance our brand value in the European market, demonstrating our technological prowess through tire tests, and strengthening our marketing efforts with initiatives such as sports sponsorships,” said Il-taik Jung, President & CEO of Kumho Tire. “We are committed to our business and goals, and we are determined to make 2025 a year of strong growth in brand recognition among customers in Europe and beyond.”
Tony Gangseung Lee, Head of Europe said: “Europe is a crucial market for Kumho. We have experienced an average annual growth of 33% in the region over the past four years, as quality-conscious local consumers have shown a growing preference for the Kumho brand. Our products have been consistently recognized for their quality through tire tests conducted by renowned institutions such as ADAC and Auto Bild in Germany. We will continue to strengthen our research and expand our investments to provide the European market with high-quality products that meet its needs.”
Last year, Kumho recorded a revenue of EUR 3 billion, the highest ever since its foundation, and it plans to go beyond expansion and profitability to establish itself as a premium brand. The tire maker will reinforce its research and quality assurance to sharpen its competitive edge in the premium market and will strengthen its sales and marketing drive to further solidify its position in global markets.
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Talvi ei pääse yllättämään Kumhon WinterCraft Ice -renkailla
Kumhon talvirenkaat tunnetaan siitä, että ne on suunniteltu nimenomaan pohjoismaiden talviolosuhteisiin. Kumhon tuotekehityksessä onkin panostettu merkittävästi meidän olosuhteisiimme sopivan talvirenkaan kehitystyöhön sekä testaamiseen Lapissa.
”Renkaamme pistetään kattaviin talvitesteihin Ivalossa, sekä jäälle että lumelle”, Kumhon kotimaan myynnistä ja markkinoinnista vastaava Jyrki Ali-keski-kylä kertoo. ”Testit ovat osoittaneet WinterCraft Ice -talvirenkaiden olevan omaa luokkaansa kaarreajon pidossa, jarrutuksissa ja kiihdytyksissä.”
Valmistajan talvitestien lisäksi Tekniikan Maailma laittoi WinterCraftit testiin ja antoi niille yleisarvosanaksi 8. Lumella ja jäällä ajettaessa testissä todettiin, että renkaan ohjaustuntuma lumella on tarkka ja rengas on väistöissä helposti hallittava. Lisäksi kehuja sai sivuttaispito jäällä.
Suomalaiset nastat vai uniikin pintakuvioinnin kitkat?
Henkilö- ja SUV-autoihin saatavista WinterCraft Ice -talvirenkaista on kaksi mallia: nastarengas Wi32 ja kitkarengas Wi51. Wi32-renkaissa on käytetty Scason Oy:n Suomessa suunnittelemaa ja valmistamaa nastaa, joka tarjoaa parhaan mahdollisen sivuttais- ja pitkittäispidon jäällä. Painoltaan kevennettyjä nastoja on suosituimmissa kokoluokissa 200 – 204 kpl.
Wi32-nastarenkaan uusi kumi-seos, monikulmaiset 3D-mikrolamellit ja täysin uniikki V-muotoinen pinta-kuvio maksimoivat pidon ja jarrutustehon jäisillä sekä lumisilla teillä. Vahvistettu keskialue takaa paremman ajovakauden, ja renkaan mikrosilika jäykistetyn rungon kera tehostavat suorituskykyä sekä märällä että kuivalla tiellä.
Mutta kummat valita, nastat vai kitkat? ”Jopa keskellä kesää nastoista ja kitkoista saa aikaan tunteita herättävän puheenaiheen”, Alikeskikylä nauraa.