Hankook Tire Co., South Korea’s top tiremaker, said Thursday that it has launched the brand new “strategic” brand Laufenn to better cater to the specific needs of various overseas markets.

The Laufenn will offer a wide range of tires that meet consumer demands and road conditions of individual countries, by focusing on essential performance areas, the company said.

It said with 80 percent of the company’s sales being generated from abroad, the launch of the Laufenn brand can strengthen Hankook’s brand equity as a whole.

“Instead of striving for across the board excellence, Laufenn tires will select and concentrate on performance areas,” a corporate source said. (Yonhap)