“Why Ferrari chose KUMHO?”

“Why Ferrari chose KUMHO?”
Published on July 2005
Koo, Sunglim
kooony@tire.kumho.co.kr
This is Motor Sports,
and they are our potential customers in future.
KUMHO is running to Tomorrow
with the honest passion
Nowadays 2005
Leman 24 in France, it’s one of the greatest world class motor sports such as F1, WRC or Indy 500
The shinier and more aggressive Tomorrow,
KUMHO is running with a red color
KUMHO is running to Tomorrow
with the honest passion
KUMHO is offering as an official supplier to international class motor sports not only local racing.
International class(F3): Marlboro Masters, Euro Series, International F3 Korea Super Prix, Super GT
Local class overseas: ALMS(American Leman Series), Super Taikyu(Japan)
Local class domestic: ECSTA Time Trial, Click Speed Festival, KMRC BAT GT Series
KUMHO’s Miracle team is fitting now
Leman 24, June 2005
Finally Miracle team ranked as No.4 in the LMP2 Class
Lan James, driver said it was pretty good result although
it was a first time in the racing.
Note!
It is necessary to be distinguished sharply between International class and Local class in the motor sports
It would be better to check the circuit information in the racing
ECSTA approved the ultra high performance
by the latest results of Motor sports
In the Formula 3, only one brand is supplied to all the racing team as an official supplier.
Therefore, F3 racing result could be shown the performance of the other automotive parts such
as driver’s ability or engine power in wearing same brand tire, and so tire makers have to pass
the very strict performance tests to be an official supplier of F3.
KUMHO is now offering as an official supplier to Marlboro Masters, Euro Series, Super Prix in F3.
KUMHO is running to Tomorrow
with the honest passion
Following is the result of local class overseas in these days.
Motor Sports
Team Name
Drivers
Car type
Super GT
Toyota Cerumo
(KUMHO Tire)
H.Takeuchi / K.Hiranaka
TOYOTA
ALMS
Miracle Motor sports
(KUMHO Tire)
Chris Mcmurry / Jeff Bucknum
AER
Courage
Super Taikyu
KUMHO ECSTA
Wada Q / T.Tsuyoshi
Honda
S2000
Year
Round
Rank
2004
5th
28
2005
1st ~3rd
24~26
2005
1ST P2
1
2003
C.4
1
2004
C.4 5th
3
Racing tire product map of KUMHO
Ready for rush,
KUMHO ECSTA
(F3 products)
(F3 products)
ECSTA, Customers want & need brand
for their upgraded driving
Survey Results ongoing since 1997.
The results compared with same spec. tires of global tier-1
such as Michelin and Bridgestone or Goodyear.
KUMHO is running to Tomorrow
with the honest passion
Tire Survey Results (Max Performance Summer)
Tire Rack Co., U.S
ECSTA is new one which customers
are much satisfied and try to buy again
KUMHO is running to Tomorrow
with the honest passion
Survey Results ongoing since 1997.
UHPT for All-Season ranked as No.5 with 93% best score.
KUMHO is already one of the biggest in UHP Market.
Tire Survey Results (Ultra High Performance All-Season)
Tire Rack Co., U.S
The ECSTA ASX is a member of KUMHO’s race-proven ECSTA high performance tire family.
It is an Ultra High Performance All-Season Tire that was developed to meet the needs of the drivers of sports cars, coupes and sedans by blending responsive
Handling with dry, wet and year-round traction even in light snow.
ECSTA is really well-known brand by end-users who have an usual sensibility for the safety or functionality, this reputation is getting to the more popular.
High value-added LTR & SUV,
High satisfactions or the better reputations
KUMHO is running to Tomorrow
with the honest passion
Survey Results ongoing since 1997.
ECSTA STX is launched for Street & Sports All-Season, and then
ranked as No.3 with 96% best score.
Tire Survey Results (LTR & SUV)
Tire Rack Co., U.S
KUMHO’s family of ECSTA performance tires is designed to enhance every vehicle’s capabilities. The ECSTA STX is a Street & Sports Light Truck All-Season
Radial that was jointly developed by KUMHO’s American, European and Korean Technical Centers to meet the global needs of drivers of sporty pickups and
Sport utility vehicles.
The KUMHO ECSTA STX blends an eye-appealing appearance with year-round performance and traction even in light snow.
On the outside, the ECSTA STX features an aggressive, directional tread design with large, stable tread blocks for quick response and sporty handling. It also
Features high angle, lateral grooves that help channel water toward the sides of the tire to resist hydroplaning.
Internally the ECSTA STX features twin, high tensile steel belts reinforced with two nylon cap plies to stabilize the tread area thus enhancing handling and high
speed capability.
Two polyester body plies and nylon bead reinforcements in the tire’s sidewalls blend ride quality with steering response.
Not only off-road, but also highway,
KUMHO’s family will be much covered on road
Survey Results ongoing since 1997.
Venture HT is designed for highway driving of SUV or Light Trucks
Tire Survey Results (LTR & SUV)
KUMHO is running to Tomorrow
with the honest passion
Tire Rack Co., U.S
KUMHO is making new field of tire market
with its high quality proven by several tests
Tire Test Synthetic Results
KUMHO is running to Tomorrow
with the honest passion
Annually test team participates in over 20 Ride & Drives, allowing them to experience and compare at least 60 different products.
Real World Road Rides and Performance Test Track Drives are typically conducted over a four-day period in order to allow each team
member to experience all of the products back to back.
To keep their evaluations consistent they use four identical (except for color) BMW 330Ci sport sedans, the same Real World Road
-Ride route, and the same performance Test Track Course. For the matter, the only thing that really changes is the tires that they
are testing such as cornering stability, steering response, braking modulation, handling predictability and overall track rating etc.
Tire Rack Co., U.S
Max Performance
Summer Tire
UHP
All-Season Tire
UHP
Summer Tire
UHP
Summer Tire
Brand Value is most important in Regular,
Performance & tech. are better in UHP Market
Simulation of consumer’s sensibility on consumption
Consumer behavior is not fixed, will be surely change from the shifting point
KUMHO is running to Tomorrow
with the honest passion
Performance
& Tech.
① Advanced Mkt.(high price)
② New Mkt.
“Trial consumption” is witnessed the more often in new market
rather than the old market.
New leaders are able to grow up according to the trial
consumptions in new market because it’s empty place where
nobody cannot be proven.
① Commodity Mkt.
② Old Mkt.
♦ Market generation Shifting point
♦ Potential point of Brand change
Brand Value
UHPT Market is increasing significantly,
real growth % must be the faster hereafter
KUMHO is running to Tomorrow
with the honest passion
UHPT Market is forecasted to grow up average 17.0% annually.
Profitability is driven by UHPT Sales,
The final result will be the bigger than planning
KUMHO did already gain 80bn Won from UHPT Sales in Q1, 2005.
It was 18.7% of total sales compared 17.6% as an initial planning.
(bn Won)
350
30.00%
KUMHO is running to Tomorrow
with the honest passion
322
Revenue
300
% of Total Sales
248
250
18.69%
200
179
17.58%
20.00%
182
15.17%
150
117
12.47%
12.83%
10.00%
100
80
7.74%
50
Seasonality
(Q1: 23%)
(Source; Company data)
0
0.00%
2001(A)
2002(A)
2003(A)
2004(A)
Q1/05(A)
2005(E)
KUMHO open up a new market early
through the good experience of Motor Sports
KUMHO is running to Tomorrow
with the honest passion
In the new ground-UHP Market,
KUMHO is building new brand image compared previous position.
After Market Insight in U.S
HP&UHP Market Share in U.S.
Year
(Million tires)
45.0
25.0%
20.0%
40.0
18.7%
20.0%
35.0
15.2%
30.0
25.0
12.0%
13.0%
15.0%
20.0
10.0%
15.0
10.0
5.0%
5.0
0.0
0.0%
2000
2001
2002
Unit
2003
% of Mkt.
2004
2004
2003
2002
Goodyear
17.0%
17.5%
17.0%
Michelin
13.0%
13.0%
13.5%
Bridgestone
8.0%
8.0%
7.5%
BFGoodrich
6.5%
6.5%
6.5%
Toyo
6.5%
6.0%
5.5%
Yokohama
6.5%
6.5%
6.0%
Kumho
5.5%
5.0%
5.0%
Dunlop
5.0%
5.5%
6.5%
Falken
4.5%
4.0%
3.5%
Firestone
4.5%
4.5%
4.5%
Pirelli
3.5%
3.0%
3.0%
19.5%
20.5%
21.5%
The others
Source; High Performance Brand Share,
2005 Chart & Statistics in MTD USA.
Watch for KUMHO Tire
Tomorrow will be Different
Absolutely
Koo, Sunglim
kooony@tire.kumho.co.kr