Hankook has just unveiled its latest product, and this time, it is not a tire. The Korean manufacturer recently presented its new brand film, Formula E Rewind, inspired by the ABB FIA Formula E World Championship, the all-electric racing series organized by the Fédération Internationale de l’Automobile. Hankook is the exclusive tire supplier for Formula E, which places the brand right at the center of the challenges surrounding electric performance. The video does not simply show fast cars on a track. Instead, it rewinds the story of performance back to its starting point through an innovative cinematic technique. The message is simple, but effective: before the speed, before the overtakes, and before the spectacle, there is the tire.
At the origin of performance
As its name suggests, the whole concept of Formula E Rewind is built around a rewind technique. Instead of telling the story of a race in the usual order, the film moves backward to show that performance begins at the point of contact with the track. This aesthetic choice gives the film a distinct energy. By reconstructing the race sequence in reverse, the video puts particular emphasis on the technology that supports the vehicles. The sound design, made up of mechanical sounds connected to the research and development of electric racing tires, also strengthens this sense of immersion.
The film features the GEN3 Evo, a next-generation electric race car capable of reaching up to 322 km/h and accelerating from 0 to 100 km/h in just 1.86 seconds. Those numbers are impressive, so just imagine the kind of physical demands placed on the official iON Race tire.
A true technology showcase
With this film, Hankook is clearly working to strengthen its image in the electric vehicle tire market. The slogan Where it all begins captures the idea well: with an EV, performance does not only depend on the battery or the motor, but also on the tire. It also helps explain the role of the iON lineup in the manufacturer’s strategy. Hankook uses Formula E as an extreme showcase for what an electric vehicle tire must accomplish, namely supporting the weight, instant torque, and very specific demands of electric driving.
If the film interests you, it is currently available on Hankook’s official website, YouTube, Instagram, and the brand’s other channels. Formula E Rewind may look like a spectacular advertisement, and in a way, it is. Still, I think it is always worth remembering that electrification does not only transform motors and batteries. It also transforms tires. And in a race where everything comes down to fractions of a second, that is often where everything begins.
