Hankook Tire targets U.S. SUV and pickup market, leading North American push with Dynapro

[Financial News] Hankook Tire is setting out to win over the North American market at the region's largest auto parts trade show, leading with Dynapro, its tire brand for sport utility vehicles (SUVs) and pickup trucks. The strategy is to strengthen its premium brand positioning by showcasing everything from on- and off-road tires to technology proven at world-class motorsports events. It will also expand its engagement with local customers to meet the diverse needs of the North American SUV and pickup-truck market.
Hankook Tire & Technology said on the 3rd that it would take part in the 2026 SEMA Show, North America's largest auto parts trade show, being held from November 3 to 6 (local time) at the Las Vegas Convention Center in the United States.
The SEMA Show is a global automotive aftermarket trade show organized by the U.S. Specialty Equipment Market Association (SEMA), where the latest technologies and trends in the auto parts and tuning industries are shared. Hankook Tire has participated for four consecutive years since 2023, raising its brand awareness in the North American market.
This year, the company is highlighting its product competitiveness and technology, with Dynapro, its tire brand for SUVs, at the center. It plans to bring to life in the North American market the global premium-brand strategy and motorsports-based technological innovation pursued by Cho Hyun-bum, chairman of Hankook & Company Group.
Hankook Tire will set up a dedicated booth in the outdoor area of the venue and display four on- and off-road tires. It will showcase a product lineup for a range of driving conditions, including the off-road-focused Hankook Dynapro MT2, Dynapro AT2 Xtreme and Dynapro XT, as well as the on-road Dynapro HT2.
The company has also arranged an exhibit to showcase its motorsports technology. It plans to display the official rally car of the World Rally Championship (WRC), organized by the Fédération Internationale de l'Automobile (FIA), and highlight its tire-development capabilities built up under extreme driving conditions.
Hankook Tire is the exclusive supplier of racing tires to the WRC. The display car will be fitted with the Dynapro R213, an extreme all-weather rally tire. The strategy is to connect high-performance tire technology proven in rally competitions with the competitiveness of tires for consumer SUVs and pickup trucks.
The company will also run interactive programs to engage with consumers across North America. It will display off-road-customized SUVs and pickup trucks fitted with Dynapro tires, as well as a vehicle created in collaboration with U.S. automotive media outlet Donut Media. It also plans to boost online promotion by producing on-site content with leading automotive and off-road media outlets.
Hankook Tire regularly takes part not only in the SEMA Show but also in major local events, including Overland Expo, North America's largest overlanding-focused expo. The company plans to build on its motorsports expertise and product competitiveness to expand its premium brand presence in the North American SUV and pickup-truck tire market.

[email protected] Kim Dong-ho Reporter