As 2025 comes to a close, Commercial Tyre Business asked Hankook’s Jon Cottrell for his views on the past year, and aspirations for the coming year
Hankook to build on its 2025 successes into the coming year
Cottrell opened by saying that 2025 has been a fast and challenging year for the Hankook Truck sales team. “We began the year with a major step forward: relocating to new premises that expanded our overall storage capacity by 357,221 sq. ft. This investment not only strengthened our operational capability but also underscored Hankook’s long-term commitment to the UK market. The site officially opened on 17th July by HRH The Princess Royal, who impressed everyone with her extensive knowledge of tyres and sustainability initiatives.”
In a year of challenges the tyre industry has seen some dynamics move in the market and has had to work to address those issues.
Cottrell says; “Economic uncertainty in 2025 drove significant market changes, with many hauliers understandably turning to budget tyre brands to manage immediate financial pressures. While the initial price point provides short-term relief, the total cost of ownership often reveals opportunities for better value. Hankook understands these economic realities and delivers solutions tailored to help fleet operators optimise their running costs. Retailers also adapted to market conditions by expanding their budget offerings to meet customer needs. In this price-sensitive environment, discussions naturally centred on purchase price, though this sometimes left less room for dialogue about longer-term performance and total operating costs. The result was a dynamic market that called for greater industry collaboration and transparent value communication.
“Despite these conditions, we successfully elevated the Hankook brand through a strong presence at key industry events. We showcased our product range at trade shows Road Transport Expo (NAEC) and Road Transport Expo (Scotland), as well as public / driver events like the Devon Truck show and highly anticipated Convoy Truck Shows. Our ongoing sponsorship of commercial driver and operator events reflects our commitment to supporting the wider industry. These events also bring us closer to drivers, allowing us to gather valuable, real-time feedback on product performance.”
Cottrell adds; “Both the team and I draw real motivation from this engagement. The positive feedback we consistently receive reinforces the quality of the products we promote and drives us to meet—and exceed—the growing demand.”
As for the coming year, Hankook has no plans to be a mere spectator to change and aims to keep moving forward as it becomes a European truck tyre manufacturer.
“2026 will mark a major milestone for Hankook with the continued development of our first European truck tyre plant scheduled to be completed by 2027,” says Cottrell. “Once operational, it will significantly enhance supply stability and capacity across the European market, with an estimated annual output of up to 800,000 truck and bus tyre units. Construction is already well underway in Rácalmás, Hungary, adjacent to Hankook’s passenger car tyre plant, and represents yet another strong investment in the European commercial tyre sector. This local production capability is central to Hankook’s sustainability strategy, significantly reducing transportation distances and emissions while offering customers shorter lead times and increased supply chain agility.”
Closer to home, Hankook has strategies to keep pace with the ever-evolving market and Cottrell explains; “Hankook Tyre UK will continue to strengthen its engagement with end users. Through targeted training, products demonstrations, and increased field presence, we aim to ensure operators fully understand the performance value delivered by Hankook truck tyre products. While we already offer one of the strongest returns on investment in the industry, our goal is to clearly demonstrate that our results speak louder than words.
“We will build on our success in securing new fleet customers, supported by our network of Fleet Management Service partners, ensuring Hankook Truck and Bus products remain widely accessible and competitively priced throughout the market. Our advocacy programme, Hankook Truck Masters, will continue to play a key role in creating benefits for both operators and retail partners. In addition, the UK team will be strengthened with the appointment of an additional National Account Manager to support our growing fleet-focused strategy.”
In terms of product, in September 2025, Hankook introduced the new 315/80R22.5 AM11+ to the UK market—a tyre specifically designed to reduce operating costs for vehicles working in urban environments where kerbing damage is common. Building on the already strong performance of the AM11, the AM11+ incorporates engineered sidewall protection bands, delivering added durability without any increase in price. The AM11+ represents something important: a practical improvement driven directly by customer feedback and delivered by the Hankook development team.
Adding the associate brand, Laufenn, into the mix strengthens Hankook’s tyre management proposition even further. Hankook continues to deliver premium performance and exceptional return on investment, while Laufenn offers a cost-conscious entry point without compromising on quality. With the Laufenn Accidental Damage Programme—accessed directly by end users through the Laufenn365 site— Hankook provides reassurance and value where it matters most. Both brands are backed by comprehensive 24/7/365 nationwide coverage and in-house technical support. As we enter 2026, our focus remains firmly on delivering a complete and competitive truck tyre offering. With Hankook, Laufenn, and Alphatread together, Hankook brings the UK market a robust, versatile, and fully supported product portfolio.
Cottrell summarises; “As we conclude 2025 and move into 2026, we look to continue our successful strategic approach in strengthening Hankook truck tyre presence in the UK market. We anticipate that sustainability and ESG priorities will play an increasingly influential role in end-user purchasing decisions—always balanced against the reality of operating costs. Growing attention on tyre particle emissions and the environmental impact of low-cost, single-life disposable tyres will also shape buying behaviour across both retails and fleet channels. With our enhanced infrastructure and ongoing investment in R&D, we are well positioned to capitalise on future opportunities within the commercial tyre sector. These foundations enable us to bring the latest advancements in tyre technology and performance to market, ensuring we remain competitive and aligned with evolving industry expectations.”
