From Muddy Roads to Supermarket Parking Lots... Hankook Tire’s Dynapro U.S. Marketing

[Financial News] Hankook Tire has launched U.S. marketing for its SUV tire brand, Dynapro. A video juxtaposing everyday moments—from rough unpaved roads to supermarket parking lots—highlights the brand’s versatility across on- and off-road conditions. The company aims to promote a product lineup tailored to various driving environments for SUV and pickup truck drivers.
Hankook Tire & Technology said on the 16th that it had released a new Dynapro brand film, “Rough Terrain,” in the United States on the 15th. This marked the first time since 2024 that the company had introduced a new Dynapro brand video in the U.S.
The video compares the unpredictable situations drivers encounter in everyday life to “rough terrain.” It opens with an SUV fitted with the all-terrain Dynapro AT2 Xtreme driving through mud and over gravel roads. Scenes from daily life—including a supermarket parking lot, spilling coffee and carpooling—are then intercut.
Unlike previous videos focused on off-road driving, the new film broadens the scope to emphasize that the products can also be used in urban settings.
Dynapro’s lineup includes products for off-road and on-road driving, depending on the driving environment and intended use. Its off-road and outdoor offerings include Dynapro MT2, Dynapro XT and Dynapro AT2 Xtreme.
The on-road lineup includes Dynapro evo AS, an all-season tire designed exclusively for SUVs; Dynapro HPX, which emphasizes ride comfort; and Dynapro HT2, an all-season tire designed for SUVs and pickup trucks.
The new video is available on Hankook Tire’s official global YouTube and Instagram channels, as well as other social media platforms.
Hankook Tire is expanding its partnerships with major North American automakers through Dynapro. It is also raising its brand awareness in the U.S. through advertising at Major League Baseball (MLB) stadiums and marketing related to the Tomorrow Golf League (TGL), a simulated golf league.
[email protected] Dong-ho Kim Reporter