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 tyres, 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 tyres 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 tyre, 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 tyres, 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 tyre 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 recognised for their quality through tyre 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 tyre 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.