Hankook future quality

An investment of about 500 million euros (￡340 million) into a new tyre factory is a clear statement of the future direction of a company. Hankook’s decision to invest in Central Europe rather than the US, Korea or China shows what an important role the European market plays in Hankook’s future growth and development strategy. The new factory, which will be built in the Hungarian city of Dunaujvaros, not only provides the company with missing production capacity close to important sales markets and cheap but highly-skilled workforce, but also goes far beyond the obvious, Seung Hwa Suh, president of Hankook’s European headquarters in Germany, says in an interview with Tyres & Accessories. There are three keywords that Mr Suh frequently uses to describe Hankook’s strategy for Europe and the rest of the world: quality/innovation, service and brand awareness.