Kumho Tire has announced that it has won a prestigious International Forum (iF) Design Award 2024.
Along with the Red Dot Design Award and IDEA Design Award, the accolade from iF is recognized as one of the world’s top three design prizes. Since its inception in 1954, the award has been organised by International Forum Design GmbH. The judging panel this year comprised 132 experts from around the world, and some 11,000 entries from 72 countries vied for the coveted award.
Kumho’s winning entry, the ECSTA PS71 EV, is geared toward the growing electric vehicle (EV) market. Last year, the market research firm FMI estimated the size of the global EV tire market at some $9.4 billion and predicted that it would grow by 26.6% annually over the next decade, which means that by 2033, the market would be ten times the size it was in 2023.
A prominent feature of the ECSTA PS71 EV is its outstanding energy efficiency that allows for greater mileage from a single charge. Its rolling resistance is far lower than that of standard tyres, resulting in greater fuel economy and optimum performance. Tests with the tyre mounted on actual cars found that the PS71 EV is 15% more efficient than existing products in terms of driving distance.
The ECSTA PS71 EV also ensures quiet driving. To match the reduced noise levels of EV motors, it is equipped with new technology designed to minimize tyre noise. This includes a new pattern design with sound absorption materials attached inside the tire.
Even with EVs’ instant acceleration and high power, the tyre grips the road superbly and features improved wear performance. Since EVs are heavier than conventional cars and have high levels of acceleration, they can make extra demands on their tyres. To address this technical issue, the ECSTA PS71 EV is designed to deliver higher robustness and its reinforced structure ensures excellent driving power and handling performance. Despite this strengthened structure, it delivers the lower rolling resistance required by EVs and significantly improves energy efficiency.
“We closely monitor the changing needs of the market and our customers and roll out products accordingly,” said Man-sik Cho, head of R&D Division at Kumho Tire, “In a fast-changing mobility market, we will develop innovative, future-oriented technologies and encourage our customers to join us in turning imagination into reality.”
Kumho Tire has been honoured in key design competitions in Korea and around the world every year in recent times, which proves the excellence and originality of its products. As a smart mobility partner for a sustainable future, Kumho plans to leverage the innovativeness and practicality of its design to further raise its value as a global premium brand.
