Hankook Tire is reshuffling its North American leadership bench, promoting Seunghwan (Aaron) Hong to Vice President of Marketing at its North America headquarters in Nashville, Tennessee. The move underscores the global tire maker’s intent to tighten dealer relationships, sharpen execution across markets, and align regional strategy more closely with its global ambitions.

Hong succeeds Kyuwang (Ken) Cho, who has been elevated to lead Hankook’s Global Truck & Bus (TB) Division from Seoul—a transition that reflects Hankook’s growing emphasis on its commercial and fleet-facing businesses alongside consumer tires.

A Global Operator Takes the North America Helm

Hong brings more than two decades of experience within Hankook, with a résumé that reads like a global tour of the company’s most strategic markets. In his new role, he will oversee marketing strategy, technical services, Canada marketing, and supply chain and logistics operations—an unusually broad remit that blends brand-building with operational execution.

That scope matters. As tire manufacturers face margin pressure, supply chain volatility, and increasingly digital-savvy dealers, marketing leadership can no longer sit in a silo. Hankook’s decision to place logistics and technical services under the same executive suggests a more integrated approach—one where brand promise, dealer support, and product availability are expected to move in lockstep.

Before relocating to Nashville, Hong served as Managing Director of Hankook Canada, where he led brand expansion efforts and market-specific initiatives in a highly competitive environment dominated by entrenched global players. Earlier in his career, he held senior roles at Hankook’s global headquarters, including Truck & Bus Sales Strategy Manager, and led the company’s Netherlands subsidiary—experience that gives him a rare blend of consumer, commercial, and regional-market insight.

Why This Matters for Hankook’s Dealer Strategy

In a statement, Rob Williams, President of Hankook Tire America Corp., highlighted Hong’s ability to drive growth across diverse markets and emphasized the company’s focus on strengthening dealer relationships across North America.

That focus is timely. Dealers today expect more than co-op marketing dollars and seasonal promotions. They want data-driven programs, faster logistics, technical expertise, and brand investments that translate into foot traffic and long-term loyalty. By consolidating marketing, technical services, and supply chain functions under one leader, Hankook appears to be betting on tighter execution and fewer internal handoffs.

It also positions the company to respond more quickly to market shifts—whether that’s demand changes driven by EV adoption, fluctuations in raw material costs, or evolving consumer expectations around performance, sustainability, and warranty support.

Ken Cho’s Move Signals Global TB Ambitions

Cho’s promotion to head of Hankook’s Global Truck & Bus Division is equally telling. After serving as Senior Vice President of Passenger Car and Light Truck (PCLT) Sales and Marketing in North America since January of last year, Cho returns to Korea to oversee a division that has become strategically critical for the brand.

Commercial tires offer longer replacement cycles, deeper fleet relationships, and increasingly data-driven sales models—areas where global coordination matters. Cho’s prior experience as Senior Vice President of Global Sales for the TB Division positions him well to scale Hankook’s presence in a segment where competitors are investing heavily in telematics, predictive maintenance, and service-led differentiation.

Williams acknowledged Cho’s impact in elevating Hankook’s presence across both consumer and commercial channels during his North America tenure, suggesting continuity rather than disruption as leadership shifts across regions.

The Bigger Picture: Marketing Leadership Is Expanding Its Mandate

Hankook’s leadership changes reflect a broader trend across manufacturing and automotive-adjacent industries: marketing leaders are being asked to own more of the value chain. Brand storytelling still matters, but so do dealer enablement, supply reliability, and technical credibility.

For Hankook, Hong’s appointment signals a push toward integrated growth—where marketing strategy is tightly coupled with execution on the ground. For dealers and partners, it may translate into more cohesive programs and clearer accountability. And for the broader tire market, it’s another sign that global players are recalibrating leadership to navigate a more complex, data-driven, and competitive landscape.

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