Hankook, the renowned premium tire manufacturer, has announced the launch of its new commercial subsidiary in Morocco, marking a pivotal step in its geographic expansion across Africa. This strategic decision, driven by the company’s European headquarters, aims to solidify Hankook’s presence in the Maghreb and West Africa regions.
In a statement, the company highlighted its plans to offer a wide range of innovative, high-quality products backed by global research centers, numerous patents, and cutting-edge technological advancements. The move is expected to enhance its competitiveness and broaden its footprint in the region.
Don Yi Jeon has been appointed as the Managing Director of Hankook’s Moroccan branch. Having joined the company in 2007, Jeon has held various roles in marketing and sales at Hankook’s headquarters in Korea. His prior experience includes overseeing operations in the Middle East and Africa from the company’s Dubai office. Hankook’s statement emphasized that Jeon’s expertise and strategic vision will be crucial to the company’s success in this new market.
Sanghoon Lee, President and COO of Hankook Tire Europe, described the Moroccan office as a significant step toward strengthening the company’s footprint in North Africa. He expressed confidence that under Jeon’s leadership, Hankook will not only expand its market share but also introduce innovative and sustainable solutions tailored to the needs of local
Hankook’s expansion in Morocco will give local customers access to an even broader selection of high-quality tires designed for various vehicles, including passenger cars, vans, SUVs, recreational vehicles, trucks, and buses. Hankook tires are well-regarded for their durability, outstanding performance, and top-tier safety features. Each product is crafted to deliver a superior driving experience, focusing on grip, stability, and comfort.
In addition to performance, Hankook is dedicated to promoting sustainable practices and reducing its carbon footprint. The company continues to invest heavily in research and development, with a particular focus on creating tires made from recycled and renewable materials. This long-term vision aligns with the company’s goal of fostering greener and more environmentally responsible mobility solutions.
The opening of the Moroccan subsidiary will also improve customer service for local clients. Hankook aims to provide personalized advice and fast, professional assistance through a dedicated team, top-notch technical support, and an efficient distribution network. The new office will enable Hankook to respond more effectively to the unique needs of its customers in the region.
Hankook is known for producing high-performance radial tires that have won numerous awards. Its product range caters to a wide array of vehicles, from passenger cars to trucks, buses, and even motorsports vehicles. The company operates five research and development centers and eight production sites worldwide, ensuring that it remains at the forefront of technological innovation in the tire industry.
For the European market, Hankook develops tailored solutions, including original equipment for luxury automakers, at its Regional Technical Center in Hanover, Germany. Its state-of-the-art manufacturing facility in Rácalmás, Hungary, which opened in 2007, continues to expand to meet growing demand.
With a workforce of around 20,000 employees, Hankook distributes its products across more than 160 countries. The company’s strong presence in Europe accounts for about 38% of its global sales.
Since 2023, Hankook has been the exclusive tire supplier for the FIA ABB Formula E World Championship’s third generation of racing vehicles, further underscoring its reputation for high-performance and innovation.
