Hankook strengthens distributor network to capitalise on 2026 market opportunities
Jakarta (ANTARA) - South Korean tyre manufacturer PT Hankook Tire Sales Indonesia (HTSI) is strengthening collaboration with its distributor network to capitalise on opportunities in the national automotive market in 2026.
The move follows the company’s positive performance throughout 2025. HTSI President Director Bartek (Byunghak) Choi revealed that Hankook tyre sales growth in Indonesia reached 130 per cent last year, reflecting the substantial potential of the domestic market.
To maintain that momentum, the company, which operates a production facility in Cikarang, West Java, held a “Hankook Partners Day” event involving 24 selected distributors from various regions. The forum served as a platform for setting targets, aligning sales strategies, and analysing current automotive market developments.
“Hankook Tire Indonesia understands the increasingly diverse needs of the Indonesian market as an opportunity to continue innovating in delivering products relevant to consumers,” said Bartek (Byunghak) Choi in a written statement in Jakarta on Friday.
Heading into 2026, the business strategy is focused on three main product lines: iON tyres for electric vehicles, Dynapro for the sport utility vehicle (SUV) segment, and SMARTEC technology for commercial vehicles such as lorries and buses. All three lines are considered to have strong growth prospects in line with shifting consumer preferences and needs.
According to Bartek, the success of this strategy is highly dependent on the role of distributors as the frontline of marketing in the regions.
“The role of the distributor network is crucial to ensuring these products can reach the market optimally. We want to strengthen collaboration and align strategies to maintain product availability and consistent service quality across all regions amid continuously evolving market dynamics,” said Bartek.
Furthermore, amid challenges in new vehicle sales, the company sees a growth niche in the replacement tyre segment. The trend of consumers keeping their vehicles longer is expected to drive increased demand for replacement tyres in the coming years.
Istony Prasetyo, General Manager of Nusantara Mitra Ban, Hankook’s distributor for the Central Java region, said that Hankook’s efforts help distributors read market direction more comprehensively.
“What was presented gave us a deeper understanding of reading automotive market developments and identifying consumer needs, particularly for tyre products relevant to the type and character of the vehicles being used,” he said.
Meanwhile, Sri Gutomo Brahmantyo, General Manager of Dwi Mulia Nusantara, distributor of Laufenn (an associate brand of Hankook Tire) in the Central Java region, assessed that the principal’s guidance strengthens distributor confidence in marketing products.
“We have become increasingly confident in recommending products to consumers, and it helps us maintain customer trust,” he said.
As a form of support for distributor partners whilst leveraging Ramadan and Eid al-Fitr momentum, the company is offering a consumer appreciation programme entitled “Buy 4 Tires Get 1 T-Shirt” running from 1 to 31 March 2026, whilst stocks last.
The programme applies to purchases of Hankook iON, Dynapro, Ventus, and Kinergy tyre products, all Laufenn passenger tyre lines, as well as lorry and bus tyre lines from both Hankook and Laufenn.
Through strengthened distribution, a focus on strategic products, and targeted promotional programmes, the company is aiming for consistent growth amid the dynamics of the national automotive market.