Hankook Tire Co. Ltd. launched a global brand with lines for the passenger, UHP, on- and off-road SUV/ LT and winter markets in Las Vegas duringthe 2014 Automotive Aftermarket Industry Week. Laufenn brand tires will be available in the U.S. in March 2015 in sizes covering up to 75% of the U.S. market. The new brand proves Hankooks vision to grow in the global automotive market, according to Hyun Bum Cho, president, chief marketing officer and chief corporate management officer. He says the Laufenn tires will start as a Tier Three brand in terms of price. He expects the Hankook brand to eventually become a Tier One brand and Laufenn to become a Tier Two brand. The company will phase out the Aurora passenger tire brand but continue to offer Aurora medium truck tires.
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