Kumho Tire Tests New SUV/Crossover Tires in National Ride & Drive Event — Kumho Tire U.S.A., Inc.

Event summary

Kumho Tire hosted a national Ride & Drive event in Seattle on August 27, 2026, testing its new Road Venture HT and Crugen GT Pro tires with 70+ dealers, media, and content creators.
The event included controlled driving exercises such as wet handling, autocross braking, and high-speed freeway driving to evaluate tire performance.
Kumho engineers led educational sessions to provide insights into tire development and performance characteristics.
The Road Venture HT is an all-season Highway-Terrain tire for light trucks and SUVs, while the Crugen GT Pro is an all-season touring tire for crossovers and SUVs.
Kumho plans to continue the Ride & Drive program in 2027, with final regional events in Detroit and St. Louis in September 2026.

The big picture

Kumho Tire's investment in hands-on product testing events underscores a strategic shift towards experiential marketing in the competitive tire industry. As SUVs and crossovers continue to dominate vehicle sales, Kumho's focus on all-season tire performance aligns with broader industry trends towards versatile, high-performance tire solutions. The company's emphasis on dealer feedback and real-world testing highlights its commitment to differentiating through product innovation and customer-centric approaches.

What we're watching

Market Penetration: Whether Kumho's expanded Ride & Drive program will enhance dealer confidence and drive broader market adoption of the new tires.
Product Differentiation: How the performance metrics of the Road Venture HT and Crugen GT Pro will position Kumho against competitors in the SUV and crossover tire segment.
Long-term Strategy: The pace at which Kumho can sustain and scale its Ride & Drive events to maintain dealer and customer engagement.