What Laufenn does

Laufenn is a global associate brand of Hankook Tire & Technology, founded in 2014 and operating across more than 100 countries. The brand offers a comprehensive tire portfolio spanning passenger car (S FIT, G FIT, Z FIT), SUV/light truck/van (X FIT HT, X FIT HP, X FIT AT, X FIT AT2, X FIT Van), winter (I FIT Ice), and commercial vehicle segments (LF/LZ truck and bus, LR on/off-road dump applications). Underlying technology is inherited from Hankook's R&D infrastructure—Technoplex global headquarters, Hankook Technodome research facility, and Hankook Technoring proving ground—including proprietary features such as the 3R (Multi-Tread-Radius) system, 2nd generation silica compound (~16% better wet braking, ~15% extended mileage), 3D vibration analysis, 3D hydroplaning simulation, and Laufenn IMS (Innovative Mixing System) for commercial tires. Manufacturing occurs at ISO/TS 16949-certified facilities.

The business model is a hybrid of aftermarket/replacement sales and OEM supply. Primary revenue comes from one-time tire sales through dealer networks, regional distributors, and the Tstation online platform in Korea (1,930+ dealers), with seasonal rebate promotions ($40–$70 on sets of four tires) used to drive volume. Three target segments are served: individual consumers in the replacement market (value-conscious drivers), fleet operators and commercial vehicle companies (TBR tire lines), and automotive OEMs (OE supply to Škoda Octavia, Volkswagen Golf 8, and SEAT Ibiza/Arona). The brand is positioned as a value alternative delivering tier-1 technology at accessible price points, with marketing centered on UEFA Europa Conference League sponsorship, the SEMA Show, digital content (including the 'Essence of Driving' brand film), and a redesigned global website launched in late 2025.

Name

Laufenn

Legal name

Hankook Tire America Corp.

Website

https://laufenn.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Laufenn is Hankook Tire's global value associate brand, selling passenger, SUV, light truck, van, and commercial tires across 100+ countries through dealer networks and OEM supply, with recent OE wins at Volkswagen Group brands.

Ownership category

akta.pro rank

Product category

Tire Manufacturing

NAICS

Tire Manufacturing (32621), Tire Manufacturing (except Retreading) (326211), Tire and Tube Merchant Wholesalers (42313), Tire Dealers (441340)

SIC

Tires & Inner Tubes (3011), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires Manufacturing (IMACAIAK)

akta.pro secondary industries

Light Truck/SUV Tires Manufacturing (IMANAKAB), Off-the-Road (OTR) & Heavy Equipment Tires Manufacturing (IMANAKAD), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

Keywords

• Passenger car tires
• Commercial vehicle tires
• All-terrain tires
• Original equipment tires
• Tire replacement market

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tire Sales (Replacement/Aftermarket): Laufenn generates revenue primarily through the sale of tires to consumers and commercial buyers via dealer networks and distributors worldwide. Products include passenger car, SUV, light truck, van, and truck/bus tires sold under the Laufenn brand.
2. Original Equipment (OE) Supply: Laufenn supplies tires as original equipment to automotive manufacturers such as Škoda (Octavia), Volkswagen (Golf 8), and SEAT (Ibiza, Arona), representing an OE revenue stream integrated into new vehicle production.
3. Commercial Vehicle Tire Sales: Sale of commercial vehicle tires (LF21, LF22, LF25, LZ22, LF60, LZ60, LR01, LR51, LR52) to fleet operators and commercial vehicle companies.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core offering

Laufenn designs, manufactures, and sells a comprehensive portfolio of tires for passenger cars, SUVs, light trucks, vans, trucks, and buses. Products are sold globally through dealer networks, distributors, and OE supply contracts with automakers, leveraging Hankook Tire's R&D infrastructure to deliver quality tires at accessible price points across 100+ countries.

Product overview

Laufenn is a global associate brand by Hankook Tire offering a comprehensive tire portfolio spanning passenger cars, SUVs, light trucks, vans, trucks, and buses across over 100 countries. The product lineup includes S FIT AS and G FIT AS all-season tires for passenger vehicles, S FIT EQ+ and G FIT EQ+ high-performance summer tires, Z FIT EQ premium sport tires, I FIT winter tires, X FIT HT highway terrain and X FIT AT/AT2 all-terrain tires for SUVs and light trucks, X FIT Van for commercial vans, and commercial vehicle tires including LF/LZ series for cargo and city bus applications and LR series for dump truck off-road operations. The brand positions itself as a quality alternative delivering excellent value for money without compromising on safety, reliability, and quality, inheriting Hankook Tire's innovative technology and rigorous quality system.

Differentiator

Problem solved

Functional benefit

Brands

• S FIT: Ultra-High Performance tire line for passenger cars and SUVs, including S FIT AS (all-season), S FIT EQ+ (summer performance)
• G FIT
• I FIT
• X FIT
• Z FIT
• Laufenn Truck/Bus

Products and services

• S FIT AS Ultra-high performance all-season tire for passenger cars and SUVs with asymmetric tread design for dry, wet, and winter conditions, delivering top-of-the-line performance and optimal fuel economy.
• G FIT AS Touring performance all-season tire offering the best all-around performance with comfort, all-season capability, and optimal fuel efficiency for passenger car drivers.
• S FIT EQ+ Ultra-high performance summer tire with greatly improved wet braking and handling through advanced asymmetric tread pattern and 2nd generation silica compound technology, targeted at performance-oriented passenger car drivers.
• G FIT EQ+ High performance summer tire providing superior wet handling and braking with eco-friendly and comfortable driving experience for passenger car drivers.
• Z FIT EQ Premium sport tire designed for premium vehicle drivers seeking outstanding wet and dry performance with asymmetric tread design, available in Middle East markets.
• I FIT Ice Winter tire with ice and snow capability, available in studdable variant for passenger cars and SUVs in Western, Central, and Northern Europe.
• X FIT HT Highway terrain tire for SUVs and light trucks providing excellent handling performance and reliable, comfortable driving experience on-road.
• X FIT AT All-terrain tire designed for SUVs and light trucks with impressive traction and improved on- and off-road performance, featuring stone ejectors and rock block 3D-edge technology.
• X FIT AT2 Next-generation all-terrain tire with no-compromise performance for light trucks and SUVs, featuring 3PMSF certification for severe winter use, reinforced sidewall construction, two-step deep sipes, directional and lateral grooves, and up to 60,000-mile limited tread wear warranty (P-metric). Available in 15- to 22-inch sizes.
• X FIT Van Light truck and van tire providing superior handling, braking, durability, and better mileage with wet/dry performance capabilities for commercial vans and light trucks.
• S FIT2 Second-generation ultra-high performance summer tire for passenger cars, offering approximately 16% better wet braking and approximately 15% extended mileage vs. the previous generation, thanks to next-generation silica compound technology. Available in 94 sizes from 15 to 20 inches. Also supplied as OE fitment for Škoda Octavia.
• LF21 Medium cargo all-position tire with enhanced durability and wear resistance for long-distance and regional haul commercial operations.
• LF22 Large cargo all-position tire designed for long-distance operations with extended service life and excellent handling characteristics for commercial vehicles.
• LF25 Medium cargo all-position tire delivering excellent fuel efficiency across various road conditions with advanced compound technology for commercial vehicles.
• LZ22 Cargo drive axle tire for long-distance operations ensuring excellent traction and extended service life on all road conditions for commercial vehicles.
• LF60 City bus all-position tire designed for frequent stop-and-go urban driving with enhanced wear resistance for commercial passenger transit applications.
• LZ60 City bus drive axle tire with excellent durability and braking performance for variable urban driving conditions in commercial passenger transit applications.
• LR01 On/off-road all-position tire for dump trucks with tear and chunking resistance for rugged terrain conditions, leveraging Laufenn IMS (Innovative Mixing System) for extended tire life and improved fuel efficiency.
• LR52 On/off-road drive axle tire for dump trucks with improved stiffness and wear performance for mixed terrain operations, leveraging Laufenn IMS technology to reduce heat generation and extend tire life.
• LR51 Off-road drive axle tire for dump trucks optimized for off-road traction with cut and stone impact resistance.
• X FIT HP On-road all-season tire for SUVs delivering all-season traction, handling, and comfort performance.

Quantifiable outcome

• S FIT2 delivers approximately 16% better wet braking vs. previous generation and approximately 15% extended mileage
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• UEFA (UEFA Europa Conference League)coreGTM or Marketing Partner · 1 January 2021Laufenn has been an official sponsor of the UEFA Europa Conference League since the 2021/22 season. This partnership emphasizes the brand's dynamic growth and strengthens its position in strategically important sales markets. The sponsorship helps increase brand awareness across European markets and reinforces Laufenn's positioning as a global associate brand of Hankook Tire.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toyo Tires: Value-to-mid-tier global tire maker with passenger, SUV, and light truck products including the Open Country all-terrain line. Comparable on product breadth, geographic distribution, and price-tier competition.
• Westlake Tires (ZC Rubber): Chinese-origin value-tier tire brand distributed globally through dealer networks. Comparable to Laufenn on accessible price positioning, broad passenger/LT/SUV coverage, and reliance on independent distribution channels.
• Falken Tire (Sumitomo Rubber): Sumitomo's value-to-mid-tier tire brand with analogous passenger, light truck, and SUV products distributed globally; comparable on brand positioning, channel mix (dealer-led), and product-tier targeting.
• Nexen Tire: South Korean tire manufacturer with a comparable value-tier positioning, similar passenger/SUV/LT product portfolio, and global distribution. Closely comparable to Laufenn on geography of origin, pricing tier, and product breadth across consumer and commercial segments.
• Yokohama Tire: Japanese tire manufacturer with broad passenger, SUV, and commercial vehicle portfolios at similar price points. Comparable on global distribution model, OE supply activity, and product mix.
• Kumho Tire: Another Korean tire maker competing in the same value/refuge segment as Laufenn, with overlapping passenger, SUV, and commercial vehicle offerings and similar OE supply relationships with global automakers.

Broad incumbents

• General Tire (Continental): Continental-owned value brand emphasizing SUV, light truck, and all-terrain products — directly comparable to Laufenn's X FIT AT/AT2 positioning. Operates as a premium-parented alternative brand.
• Cooper Tire (Goodyear): Goodyear-owned brand with strong light truck and SUV heritage. Comparable to Laufenn on value-tier positioning within a global premium parent's portfolio, with overlapping all-terrain and passenger offerings.
• Firestone (Bridgestone): Bridgestone's mass-market brand covering passenger, light truck, and commercial tires globally. Mirrors Laufenn's role as a value-tier alternative to a flagship parent brand, with broad dealer distribution.
• BFGoodrich (Michelin): Michelin's value-leaning sub-brand serving passenger, SUV, and light truck segments. Comparable as a premium-anchored alternative brand, though it benefits from Michelin's deeper R&D and OEM relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ LaufennOfficial
• Instagraminstagram.com/p/DYBz4XQjQSf

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Laufenn