By Denna Bowman
Kumho tyres have received a coveted IF Product Design Award for its pioneering laser etching process which is set to transform the way the company designs its tread patterns.
The South Korean tyres manufacturer showcased the technology at the Frankfurt Motor Show last September.
The accolade from Germany’s International Forum Design, first introduced in 1954, is awarded upon the merits of a product’s design, technology, degree of innovation and brand value potential.
A total of 2,486 entries from 1,081 companies in 39 countries were submitted for the latest round of awards. The awards are divided into 16 categories, and Kumho’s victory in the 2010 awards took place in the “Advanced Studies” category.
Kumho says the laser etched tyre embodies technology that is “set to transform” the way its tread patterns are designed.
The tyre, coupled with what the tyremaker calls a “typical application of Kumho’s products of the future,” formed the basis of Kumho’s winning award entry.
Roger Jenkins, managing director of Kumho’s Birmingham-based European Technical Centre, said: “Consumers take into account the design of a tyre as well as its performance when making a purchase.
“Kumho was one of the first companies to recognise 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.”