NASHVILLE, United States, September 15th, 2026, NewsDirect
- First Dynapro brand film unveiled for the U.S. market since 2024
- Highlights diverse driving environments and daily moments across both on- and off-road conditions with all-season, high-performance tires for SUVs and light trucks
- Showcases the Dynapro portfolio as the go-to choice for drivers who need tires that are ready for both adventure and the unpredictable moments of everyday life
Leading global tire manufacturer Hankook Tire unveiled “Rough Terrain,” a new brand film for Hankook Tire’s SUV tire brand, Dynapro, targeted for the U.S. market. Marking the first Dynapro brand film released in the U.S. since 2024, the campaign expands beyond traditional off-road adventures to delightfully capture a wide range of driving environments and everyday moments, both on- and off-road. The film humorously frames the unpredictable situations drivers face in daily life as "rough terrain," emphasizing Dynapro’s versatile performance across diverse scenarios, from rugged trails to daily routines.
“Rough Terrain” opens with an SUV powering through muddy, rocky trails on the global unified brand Hankook’s Dynapro AT2 Xtreme tires. The scene then pivots to a different kind of challenge, a busy big-box store parking lot, complete with a contested parking space, stray shopping carts, and a driver bracing for the chaos ahead. From there, the spot follows the SUV through the unpredictable terrain of family life: an awkward father-daughter gossip session, a coffee spill, and even driving the baseball carpool.
The new brand film offers a relatable perspective on the various ways drivers experience rough terrain. Each moment emphasizes the versatility needed to handle life’s unpredictability, from rugged trails to daily routines. By showcasing a spectrum of real-life driving scenarios, “Rough Terrain” gives the traditional automotive adventure story a relatable twist.
“Drivers do not experience their vehicles in one setting,” said Aaron Hong, Vice President of Marketing, Hankook Tire. “They need confidence wherever the road takes them—whether they are navigating mud, rocks, and hills or managing the countless demands of everyday life. ‘Rough Terrain’ brings those experiences together while highlighting the versatile performance drivers can find across the Dynapro portfolio.”
Hankook Tire's Dynapro portfolio features tires specifically engineered for both off-road adventures and everyday on-road driving. For challenging terrain, drivers can choose from the mud-terrain Dynapro MT2, rugged-terrain Dynapro XT, or all-terrain Dynapro AT2 Xtreme. For daily driving, options include the CUV performance Dynapro evo AS, the CUV touring Dynapro HPX, and the highway terrain Dynapro HT2.
The new brand film is available via Hankook Tire's official website, social media channels, YouTube, connected TV, and OTT streaming platforms.
As a top-seven global tire manufacturer, Hankook Tire supports this growth with its world-class, proven engineering expertise, supplying Original Equipment (OE) tires to more than 50 global automakers across approximately 300 vehicle models, from luxury internal combustion to next-generation electric SUVs.
Hankook Tire complements its automotive leadership with high-profile partnerships that increase the brand’s visibility among American consumers, including its position as a Founding Partner and the first-ever Official Tire Partner of TGL presented by SoFi. Hankook Tire effectively bridges the gap between automotive innovation and a trusted, household presence in North America.
About Hankook Tire America Corp.
Hankook Tire America Corp. is a growing leader in the U.S. tire market, leveraging investments in technology, manufacturing, and marketing to deliver high-quality, reliable products that are safer for consumers and the environment. Headquartered in Nashville, Tenn., Hankook Tire America Corp. markets and distributes a complete line of high-performance and ultra-high-performance passenger tires, light truck and SUV tires as well as medium truck and bus tires in the United States. Hankook Tire America Corp. is a subsidiary of Hankook Tire & Technology Co., Ltd., a Forbes Global 2000 company headquartered in Seoul, Korea.
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