AUTO INDUSTRY NEWS

Kumho garners award for innovative laser etching technology

Kumho garners award for innovative laser etching technology image

Text: / Photos: Kumho Press | posted January 06, 2010 07:54

Honored by German iF Product Design Award

Kumho has won an iF Product Design Award for the innovative laser etching technology it launched at the Frankfurt Motor Show in September. A total of 2486 entries were submitted by 1061 companies from 39 nations for the contest, from which Kumho was declared victorious in the Advanced Studies category.

Introduced in 1954, the German iF accolade is considered to be one of only four design awards of world renown. The criteria for selection comprise: design, technology, degree of innovation and brand value potential. The award process, which is recognized for its rigorous and fair judgment, is conducted by experts from around the world, including some famous designers.

The laser etched tire shown at Frankfurt, which incorporated the company's logo, embodies technology that is set to transform the way Kumho designs its tread patterns. It was this concept tire, together with a typical application of Kumho's products of the future, that the company entered for the award.

Said Roger Jenkins, managing director of Kumho's Birmingham-based European Technical Center, "Consumers take into account the design of a tire as well as its performance when making a purchase. Kumho was one of the first companies to recognize this and continually invests in the development of both aspects. It is therefore all the more rewarding to have our work recognized with such a prestigious award."

There are many facets to the award, including a six month display of the winning entries at the Hanover Exhibition Center, which will be visited by 250,000 people from March 2 onwards, and an online exhibition on the iF website for an indefinite period from March.