Along with the Red Dot Design Award and IDEA Design Award, the iF Design Award is recognized as one of the world’s top three design competitions.
Since its inception in 1954, the award has been hosted by the iF International Forum Design GmbH. The judging panel this year was composed of 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 $9,444,100,000 and predicted that it would grow by 26.6% annually over the next decade, which means that in 2033, the market would be ten times as big as it was in 2023.
One of the prominent features of the ECSTA PS71 EV is its outstanding energy efficiency which allows for greater mileage from a single charging. It boasts far lower rolling resistance compared to regular tires, delivering higher fuel economy and optimum performance for EVs. Tests with the tire mounted on actual cars found that it is 115% more efficient than existing products in terms of driving distance.
The ECSTA PS71 EV also ensures quiet driving. In line with the reduced noise levels of EV motors, it is embedded with new technology designed to minimize tire operation noise. This includes a new pattern design with sound absorption materials attached inside the tire.
Instant acceleration, high power
Even with EVs’ instant acceleration and high power, the tire has an excellent grip on the road and features improved anti-abrasiveness. Since EVs are heavier than conventional cars and have high levels of acceleration, they can place greater pressure on tires. 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 minimizes the rolling resistance required by EVs and significantly improves energy efficiency.
“We predict and detect changing needs of the market and 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 engage our customers on our journey of turning imagination into reality.”
Kumho Tire has been recognized at key design competitions in Korea and around the world every year, 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.
