Hankook Tire wraps up 'Ventus Experience Day,' expanding customer touchpoints

Hankook Tire & Technology announced Monday that it held the "2026 Ventus Experience Day" at the BMW Driving Center on Yeongjongdo, Incheon, from Friday to Saturday, giving participants a hands-on look at the technology behind its flagship ultra-high-performance tire brand, Ventus.

Held under the tagline "First to Last, Ventus Completes It All," the event was designed to convey that Ventus tires define every moment of a drive — from the instant a vehicle moves off to acceleration, cornering and braking. The company said the focus was on showcasing the differentiated performance Ventus delivers in real driving conditions with premium high-performance vehicles, and the value tires create in high-performance driving.

On the first day, Friday, 48 dealer representatives from the Greater Seoul area were invited. On Saturday, 48 general consumers and automotive influencers — selected from a pool of more than 800 applicants — took part. Having previously hosted a Ventus Experience Day in May for dealers outside the Greater Seoul area, Hankook Tire extended the event to cover the metropolitan region as well, broadening its communication touchpoints with key business partners and consumers nationwide.

Throughout the event, participants got behind the wheel of high-performance BMW vehicles ranging from the M2 to the M5, experiencing track driving, gymkhana — a course requiring quick, agile maneuvering — and emergency braking and evasive driving on wet surfaces. In the process, they directly assessed the grip, handling and braking performance of two Ventus products: the ultra-high-performance Ventus evo and the super-sport Ventus S1 evo Z.

A particular highlight was the "M-TAXI" program, in which participants rode alongside professional drivers to experience the extreme capabilities of the Ventus evo Z, an extreme super-sport product. The program drew a strong response, with participants getting an intuitive feel for the driving stability and differentiated technology Ventus provides even at high speeds and through sharp corners.

"We plan to continue reinforcing the premium standing of our global integrated brand, Hankook, through a variety of experiential events," a company official said.

Meanwhile, Hankook Tire & Technology was recently named to Time magazine's list of the World's Best Companies 2026.

Time and Statista have evaluated companies worldwide each year since 2023, selecting 1,000 firms annually. This year's rankings were based on a satisfaction survey of more than 200,000 employees across more than 50 countries, combined with sales growth over the past three years and sustainability-related indicators.