Hankook Tire to join North American EV expo, deepening market push

Hankook Tire & Technology announced Friday that it will participate in Demo Days Bay Area, held at Alameda Point, California, from Saturday through Sunday (local time).

The Demo Days festival is a new integrated mobility experience event launched this year, built on Electrify Expo, North America's largest electric vehicle expo. Visitors can test drive and compare vehicles across a range of powertrains, including internal combustion, hybrid and electric.

Hankook Tire & Technology has attended the event for four consecutive years since 2023. During this year's show, the company will display its performance tire Iyon Evo, all-season tire Iyon Evo AS, winter tire Iyon iCept and electric pickup truck tire Iyon HT — a lineup the company says showcases its industry-leading EV-dedicated tire technology.

The newly introduced ride-and-drive program will let visitors experience the Iyon Evo AS SUV fitted on electric SUVs including the Lucid Gravity and the Hyundai Ioniq 9.

Meanwhile, Hankook Tire & Technology has been expanding its customer touchpoints across the United States this year, sponsoring "Auto Alley" experience spaces in six cities starting with Los Angeles in June, and operating dedicated exhibition booths for Iyon — the world's first full-lineup EV-exclusive tire brand — in two markets: Los Angeles and the Bay Area.

Through these efforts, the company continues to strengthen its sales competitiveness in North America, where EV adoption is growing rapidly and competition in the automotive industry is fiercest. Beyond Demo Days, Hankook Tire & Technology maintains a regular presence at major auto shows — including the SEMA Show and Overland Expo — to broaden its engagement with customers.