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Hankook Tire Enhances Dealer Engagement Through Drive & Learn Program

Hankook Tire, a significant player in the global tire industry, is making strides to enhance dealer engagement with its revamped Drive & Learn program for 2026. The initiative is designed to provide a rich, hands-on educational experience that fosters deeper relationships with dealer partners while simultaneously boosting sales readiness and product performance validation.

A New Chapter: The Tennessee Proving Grounds

One of the standout features of this year's program is the introduction of the Tennessee Proving Grounds, a state-of-the-art off-road performance track located at Hankook’s manufacturing facility in Clarksville, Tennessee. This new venue is tailor-made for real-world driving conditions, facilitating product testing across various terrains, including mud, gravel, rock crawl, hill climb, sand, and water obstacles.

The Proving Grounds specifically aims to enhance the learning curve for dealers, industry media, and partner organizations through immersive experiences. By allowing participants to validate tire performance in actual driving scenarios, Hankook's Drive & Learn program aims to establish confidence in their products right where it matters: at the point of sale.

Event Structure and Regional Focus

The 2026 Drive & Learn series kicks off with four regional events targeted at key U.S. markets, including Tennessee, Illinois, and Texas, scheduled from May through October. These events are crafted to promote direct interaction with Hankook Tire’s core brands: the dynamic SUV tire line 'Dynapro', the associate brand 'Laufenn', the eco-friendly 'iON' exclusive to electric vehicles, and the all-weather champion, 'Weatherflex.'

Recently, the first event for this year took place at the Tennessee facility, marking the grand opening of the Proving Grounds and featuring thrilling demonstrations using top-of-the-line products such as the Dynapro AT2 Xtreme and Dynapro MT2.

Educational Approach: Beyond the Classroom

What sets the Drive & Learn program apart from traditional classroom-based training is its focus on experiential learning. Participants are not just passive learners but get behind the wheel to test products in controlled yet dynamic environments. Dale Jensen, Hankook’s Vice President of PC/LT Sales, emphasized the importance of live engagement, stating, “Today's dealers need more than product specifications; they need firsthand proof.” This philosophy is underpinned by hands-on education that emphasizes real-world applications.

Comprehensive Learning Experience

Through Drive & Learn, dealers can:

• - Validate tire performance in diverse driving conditions (on-road, off-road, seasonal, and EV-focused environments).
• - Gain insights from Hankook's product experts and trainers who translate complex technical information into practical sales strategies.
• - Strengthen connections with industry peers and Hankook’s leadership through immersive programs designed for networking.
• - Experience firsthand the manufacturing process at Hankook's local facility, reinforcing the narrative behind product quality and technological advancement.

Future Plans and Broader Reach

Looking ahead, Hankook Tire will continue to expand its outreach through subsequent events at notable locations like the Autobahn Country Club and Eagles Canyon Raceway throughout the summer and fall of 2026. These engagements will continue to multiply access to hands-on training, providing additional opportunities for validation of product performance in dynamic settings.

Hankook’s initiative underscores its commitment to remaining at the forefront of the tire market. As a recognized leader, the company supplies original equipment (OE) tires for over 300 vehicles across 50 brands globally, intending to reinforce its footprint in North America. Through strategic sponsorships and community engagement, including presence within major league sports, Hankook Tire is actively weaving itself into the fabric of modern mobility solutions, ensuring its growth trajectory aligns with evolving market demands.

In summary, as Hankook Tire accelerates into this year’s Drive & Learn program, it not only enhances dealer engagement but also debunks the traditional training paradigm, advocating for direct, impactful experiences that resonate with contemporary automotive sales strategies.