Hankook & Company is unveiling a new BI for its battery (lead-acid battery) business and aims to strengthen its brand competitiveness.

The new BI is supplemented with the tagline 'charge in motion' specifically for the battery business under the group's integrated brand 'Hankook,' which was established based on Chairman Cho Hyun-bum's brand philosophy.

While inheriting the group's unique DNA, the new tagline incorporates the business identity of 'energy, high-tech, and future' by utilizing the concept of charging batteries.

Under the slogan 'Technology in Motion,' Hankook & Company Group has adopted 'Driving Emotion' for Hankook Tire & Technology and 'Charge in Motion' for Hankook & Company's battery business as their respective taglines.

Hankook & Company's battery business, as a core driver alongside tires and automotive thermal management systems, has secured top-tier technology and competitiveness in the industry. It continues to achieve growth in AGM battery product sales in major global markets such as the United States and Europe. Despite the impact of U.S. tariffs, it remains the only domestic lead-acid battery company with a local production base in the U.S., allowing it to respond flexibly to global situations and intensify its efforts in the European market.

Since last year, Hankook & Company has unified its battery lineup under the 'Hankook' brand, which was previously operated in a dual system with the 'ATLASBX' brand. Through this new BI, the company aims to solidify its position as a family brand of Hankook and lay the foundation for a new leap forward.

The new BI is being applied to major online and offline touchpoints, including the Hankook & Company website and nationwide dealerships, to enhance brand consistency. With the new BI at the forefront, the company plans to expand the production and sales of premium AGM batteries and strengthen brand recognition in domestic and international markets.

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