Hankook Tire joins hands with virtual influencer ‘Mono Mars’ to support Formula E

- Hankook Tire collaborates with virtual influencer ‘Mono Mars’ to deliver core values of Formula E
- To produce collaborative social media content with Formula E and iON during Formula E Season 9
- Contents to include race details, popular driver interviews, E-village experiences and more
- Aims to enhance Hankook’s innovative technology through EV racing tire ‘iON’

Seoul, Korea, January 11, 2023 – Global leading tire company Hankook Tire joined hands with virtual influencer ‘Mono Mars’ to reach out to motorsports fans as official partner of the ABB FIA Formula E World Championship during its ninth season.

Mono Mars is a virtual influencer inspired by Mars exploration rovers with over 115K followers. Based on its unique character setting in a metaverse universe, it is gaining popularity among Gen Z and Millennials around the world by sharing space and tech-oriented content with underlying social themes such as climate change and environmental pollution.

Hankook Tire appointed Mono Mars to be its Formula E influencer as its content direction aligns with the core values of Formula E, such as ‘sustainability’ and ‘innovative technology.’ Hankook plans to convey various social media content related to Formula E with Mono Mars and maintain active communication with motorsports fans, Millennials, and Gen Z for the duration of Season 9.

As part of the collaboration, Hankook will continue to share various Formula E-related content, such as interviews of popular participating drivers, ‘E-village’ experiences, and real-time race information to establish Hankook’s premium brand image through its EV racing tire ‘iON’, which will be supplied exclusively to Formula E. In addition, the partnership intends to feature contents that showcase Hankook’s innovative technology.

Formula E Season 9 sponsored by Hankook Tire is set to begin this month with the Mexico E-Prix. It will include 16 rounds in major cities across 11 countries over the next seven months, with the London E-Prix serving as its last race in July. 22 drivers from 11 teams will compete for the season's championship, with eight global electric vehicle brands, including Porsche, McLaren, JAGUAR, Maserati, DS AUTOMOBILES, NISSAN, NIO, and Mahindra & Mahindra, participating.

The GEN3 machine, a cutting-edge electric vehicle model with a maximum output of 350kW (475 horsepower), will be unveiled this season. The GEN3 Formula E cars will be fitted with Hankook’s electric vehicle racing tire 'iON’, which was created in close collaboration with the FIA. It offers the best racing performance by demonstrating excellent power efficiency, strong grip, stability, and heat resistance, made possible by Hankook’s top-tier electric vehicle tire technology.

Hankook strives to broaden the field of motorsports with its industry-leading racing tire technology by supplying racing tires and sponsoring participating teams in more than 70 domestic and international motorsports championships. It has been active as an official sponsor and technical partner of Formula E since last September, driving the evolution of motorsports.