The Seattle event, part of an initiative that has engaged 600 participants across five cities this year, utilized a variety of testing modules. Attendees navigated wet handling courses and autocross tracks designed to push the limits of vehicle control, braking, and freeway comfort. These sessions were paired with technical deep-dives led by company engineers, allowing partners to scrutinize the tires' performance characteristics firsthand.
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Kumho Tire Shifts Strategy with Hands-On Dealer Testing Program
At Evergreen Speedway in Monroe, Washington, over 70 dealers and media representatives traded brochures for steering wheels last week. Kumho Tire U.S.A. hosted the event to demonstrate its new Road Venture HT and Crugen GT Pro models, prioritizing real-world track performance over traditional boardroom sales pitches.
Chris Corwin, Director of Procurement at Discount Tire & Service Centers, noted that the opportunity to run the tires back-to-back in real-world scenarios carries more weight than any spec sheet. This sentiment aligns with the company’s current product push: the Road Venture HT, an EV-compatible tire for light trucks, and the Crugen GT Pro, a touring tire for heavier SUVs that includes a 75,000-mile treadwear warranty on specific speed-rated models. CEO Ed Cho emphasized that the firm’s 2026 investment in these events aims to build dealer confidence by letting the hardware speak for itself. Kumho plans to conclude its regional tour in Detroit and St. Louis this September before expanding the program into 2027.
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