New brand film 'Rough Terrain' unveiled

Film highlights on- and off-road driving technology

A still from the new Dynapro brand film [Hankook Tire & Technology]
A still from the new Dynapro brand film [Hankook Tire & Technology]

Hankook Tire & Technology said Wednesday it unveiled a new brand film titled "Rough Terrain" for its SUV tire brand Dynapro in the United States on Tuesday.

The film is the first the company has released in the US market since 2024. Moving away from a conventional off-road-focused narrative, it was designed to convey Dynapro's versatility and driving performance across a range of on- and off-road environments and everyday moments, while emphasizing the brand's value of bridging adventure and daily life.

The film uses the metaphor of "rough terrain" to represent the unpredictable situations drivers encounter in their daily lives. It opens with an SUV fitted with the Dynapro AT2 Extreme — Hankook Tire's all-terrain tire for both on- and off-road use — powering through muddy tracks and gravel roads, then cuts to realistic everyday scenes such as a hypermarket parking lot, a coffee spill and a carpool.

The Dynapro lineup is designed to match drivers' lifestyles, from off-road adventures to everyday urban commutes. For drivers who enjoy off-road and outdoor activities, the range includes the Dynapro MT2 extreme terrain tire, the Dynapro XT rugged terrain tire and the Dynapro AT2 Extreme.

The on-road lineup rounds out the offering with the Dynapro evo AS, an all-season performance tire for SUVs; the Dynapro HPX, a premium comfort tire; and the Dynapro HT2, an all-season tire for SUVs and pickup trucks — covering customer needs across a wide range of driving conditions.

Meanwhile, Hankook Tire & Technology has been strengthening its partnerships with automakers at home and abroad. Most recently, it supplied its Kinergy XP grand touring all-season tire — part of the Kinergy comfort tire brand — as original equipment for Hyundai Motor Company's eighth-generation fully redesigned The All New Avante.


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