Hankook & Company Group's global leading tire corporations Hankook Tire & Technology (CEO An Jong-seon and Lee Sang-hoon, hereinafter Hankook Tire) has unveiled a brand film inspired by the ABB FIA Formula E World Championship, the world's premier electric vehicle racing event governed by the Fédération Internationale de l'Automobile (FIA).
This brand film is the result of the sixth collaboration with Formula E. The previous video released last July featured dynamic scenes of the official electric racing tire 'iON' mounted on Formula E racing cars equipped with supercar brand powertrains like McLaren and Porsche, widely conveying the premium image of the global unified brand 'Hankook.'
This video focuses on innovative technology leading the paradigm shift in the future motorsports sector. The introduction depicts the product development process utilizing advanced R&D infrastructure, such as Hankook Tire's Geumsan plant and the high-tech research center 'Hankook Technodome,' communicating, indirectly, the top-tier technology of the 'GEN3 Evo iON Race' exclusively supplied in Formula E season 11.
Subsequently, the immersive experience is enhanced with the driving performance of the 'GEN3 Evo iON Race' racing car as it speeds through at a maximum speed of 322 km/h. The camera focuses on the driver's gaze and the tires, inducing breath-taking speed and tension, while artistically illustrating the scenes of maintaining excellent grip and handling during high-speed driving.
Along with this, the slogan 'ELECTRIFIED,' which encapsulates top-tier technology leading the global electric vehicle tire market, and the composite logo are showcased to once again emphasize Hankook Tire's premium brand status as the official partner of Formula E.
The brand film will be released across various owned media channels, including Hankook Tire's global official website, YouTube, and Instagram.
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