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Mission and Vision Group Overview
3
1 KUMHO ASIANAGROUP OVERVIEW Mission and Vision
Beautiful Company that creates No.1 company value
Beautiful Company Beautiful People
Company along with
the workers
Company contributing to the
society
Improving the quality of life for all of Kumho Asiana’s stakeholders
Company giving a trust to its customers
StrategicHuman
Resources Ethic Quality
Those are persons who do its role in
their working areas with tenacity
4
Group Overview
“BEAUTIFUL COMPANY THAT CREATES NO.1 COMPANY VALUE”
Total 14 Subsidiaryin KUMHO ASIANA Group
Transportation / Logistics / Services
Construction
01 | Kumho Tires
Manufacturing (Tire)
01 | Kumho E&C
01 | Asiana Airlines
02 | Kumho Buslines
03 | Kumho Resort
04 | Asiana IDT
05 | Asiana Abacus
06 | Kumho Terminal
07 | AAS Airport Services
08 | Air Busan
09 | Asiana Airport Development
10 | Kumho Asiana Cultural Foundation
11 | Kumho Asiana Human Resources
Development Institute
12 | Jeockho Academy
1 KUMHO ASIANAGROUP OVERVIEW
Company Snapshot Company History Global Footprint Plants Overview
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2 KUMHO TIRESOVERVIEW Company Snapshot
• Established on Sept. 5th, 1960
• Dual Listed in KRX & LSE (LSE listed on Feb. 17th, 2005)
• Consolidated Sales (’12): U$ 3.6 billion
• Personnel: 11,166 employees (Korea 4,927 / Overseas 6,239)
Organization
Organization Status - Korea Sales : 17 Location in 4 Regions (1,278 distributors)
- China Sales : 1 Sales corp., 18 Branches (3,362 distributors) - Other Country Sales : 7 Sales corp., 14 Branches, 3 Offices
………………………………..
………………………………..Production 8 Plants : 3 in Korea, 4 in China, and 1 in Vietnam
R&D 4 R&D Centers in Korea, China, USA, and Germany
Seoul office, Korea
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Foundation(1960s)
Infra Building(1970s)
1960 Established1965 First export to Thailand
2000 Official tire for F3 Int’l Series2002 World’s first 26 inch tire2003 Completed APU Plant in Pyeongtaek2004 ISO/TS16949 Certification2005 Dual-listed in Seoul & London Expanded Nanjing Plant2006 Completed Tianjin Plant Opened China R&D Center2007 Completed Changchun Plant2008 Completed Vietnam Plant & Nanjing TBR Plant Expanded Tianjin Plant2010 Golden Jubilee (50th) of its foundation2012 Ranked No.1 in Korean Customer Satisfaction Index for 8 consecutive years
Growth(mid 1980s)
Technology& Restructuring
(late 1990s)
Expansion& Takeoff(2000s)
1974 Completed Gwangju Plant1981 Opened Research & Development Center
1989 Completed Gokseong Plant1991 Ranked Global Top 10th
1996 Completed Nanjing Plant
1999 Developed XRP(Runflat Technology) & APU
Company History2 KUMHO TIRESOVERVIEW
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Global Footprint
Kumho develops, markets and sells tires mainly for passenger and commercial vehicles’ use.
Corporation
R&D Center
Plant ( planned)
Branch Office
2 KUMHO TIRESOVERVIEW
EUROPE
AFRICA
ASIA
OCEANIA
NORTHAMERICA
LATINAMERICA
London
Madrid
Offenbach
Vienna
MilanoIstanbul
Cairo
Moscow
Dubai
Johannesburg
Tianjin
Vietnam
KUMHO TIRE VINA CO.,LTD
Sydney
Kuala Lumpur
Changchun
Shanghai
TokyoLA
Mexico City
Toronto
Akron
Panama
Sao Paulo
KUMHO TYRE EUROPEANTECHNICAL CENTER (Frankfurt)
KUMHO TYRE (U.K.) LTD.
KUMHO TIREEUROPE GmbH
KUMHO TIRE CHINATECHNICAL CENTER
NANJING KUMHOTIRE Co.,LTD.
KUMHO TIRE JAPAN.,INC.
KUMHO TIRE CHINA CO.,INC
KUMHO TYRE AUSTRALIA PTY.M,LTD.
KUMHO TIRECANADA.,INC.
KUMHO TIREU.S.A.,INC.
KUMHO TIRE AMERICATECHNICAL CENTER
NanjingGeorgia
KUMHO TIRE FRANCE S.A.SParis
BangkokJeddah
Santiago
Vancouver
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Plants OverviewProduction Plants in South Korea
Pyeongtaek
Gokseong
Gwangju
Seoul
South Korea
Pyeongtaek Plant (Since 2003)• CAPA : 2.2m units• PCR/LTR for OE• Automated Production Unit
Gokseong Plant (Since 1989)• CAPA : 15m units• PCR/TBR ※ 255Km2 proving ground
Gwangju Plant (Since 1974)
• CAPA : 15m units• PCR, LTR, LTM, TBR ※ R&D center located
2 KUMHO TIRESOVERVIEW
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Plants OverviewProduction Plants in China
China
Tianjin
Changchun
Nanjing
Changchun Plant (Since 2007)
• PCR/LTR 4.1m units (1st phase) • For northeastern China
Nanjing TBR Plant (since 2008) Nanjing PCR Plant (Since 2007)
Tianjin Plant (Since 2007)
• TBR 0.4m units• For China&GEM market
• PCR/LTR 13m units • For southern China & Export
• PCR/LTR 11m units • For northern China & European market ※ R&D center located
2 KUMHO TIRESOVERVIEW
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Plants OverviewGlobal
Vietnam Plant (Since 2008)
• PCR/LTR 3.3m units (1st phase)• For East Asia & N. America• Rubber processing plant located
Georgia Plant Postponed
• Groundbreaking in May 2008• PCR/LTR 2.1m units (1st phase)• For N. American OE/RE• Optimized APU Plant
Global Production Network
Tianjin
Changchun
Nanjing (PC/LT&TBR)
Georgia
Vietnam
APU
ConstructionOperating(tire & rubber
processing)
Pyeongtaek APU
GokseongGwangju
Global Capacity (As of 2012) [Units in thousand]
2 KUMHO TIRESOVERVIEW
Products Korea China Other Total
PCR/LTR
TBR
Total
30,680
2,460
33,140
28,910
440
29,350
3,280
3,280
62,870
2,900
65,770
50.4%(%) 44.6% 5.0% 100%
Global OEM customer status Global OEM Business Supply status
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Global OEM Customer Status
EUROPE
Mercedes-BenzSmartVolkswagenBMW
KOREA
Hyundai MotorsKIA MotorsRenault SamsungGM ChevroletSsangyong
USA
ChryslerFordHyundaiKIA
INDIA Hyundai
THAILAND GM
CHINA
FordVolkswagenSuzukiGMPeugeot/CitroenIsuzuHyundai MotorsKIA Motors
BRAZIL GM
MEXICO
ChryslerFordGMVolkswagen
3 OE BUSINESSOVERVIEW
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Global OEM Business
Current OEM Supply Status to Overseas Car Makers (Excluding China OEM)
Car MakerNo. of Equipped Vehicles
Assembly PlantNo. ofSuppliedSKUs
Remarks
Daimler
Volkswagen
Chrysler
GM
Ford
BMW
4
3
6
2
1
1
Germany / Spain / France
Germany / Spain / Mexico
USA / Mexico
Mexico / Thailand / Brazil
USA
UK
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2
12
4
1
1
A-Class, Sprinter, Viano,Vito, SMART For Two
Jetta, Golf, Seat Altea
Sebring, Journey, Dart,Town & Country, Compass
Grand Cherokee, Patriot
Aveo, Cruze
Fiesta
Mini GP2
3 OE BUSINESSOVERVIEW
17 Vehicles6 Makers 8 Countries 28 Sizes
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Global OEM Business
Current OEM Supply Status to Korean Car Makers for Export
Car MakerNo. of Equipped Vehicles
Assembly PlantNo. ofSuppliedSKUs
Remarks
Hyundai
Kia
GM Korea
Renault Samsung
Ssangyong
13
9
11
4
6
Korea – Ulsan, Asan
Korea – Sohari, Hwasung
Seosan
Korea – Bupyeong,
Gunsan, Changwon
Korea - Busan
Korea - Pyeongtaek
45
19
26
4
13
Santa-fe, YF Sonata, i30 etc
Sorento R, Grand Carnival,
Forte etc
Cruze, Olrando, Aveo etc
SM3, SM5, QM5, SM7
Chairman, Rodius, Actyon,
C200 etc
3 OE BUSINESSOVERVIEW
43 Vehicles5 Makers 1 Countries 107 Sizes
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Supply Status3 OE BUSINESSOVERVIEW
Ford Fiesta
• Assembly Plant : Cuatitlan, Mex-
ico
• Kumho Plant : Tianjin Plant
• Size : P185/60 R15 84H KH25
• Kumho SOP : 2010.02
GM Chevrolet Aveo
• Assembly Plant : San Luis Po-
tosi,
Mexico
• Kumho Plant : Gokseong Plant
• Size : P185/60 R14 82H 722
• Kumho SOP : 2008.05
BMW Mini GP2
• Assembly Plant : Oxford, UK
• Kumho Plant : Gwangju Plant
• Size : 215/40 R17 V70A
• Kumho SOP : 2012.11
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Supply Status3 OE BUSINESSOVERVIEW
Chrysler Town & Country
• Assembly Plant : Windsor,
Canada
• Kumho Plant : Pyeongtaek Plant
• Size : 235/60 R16 100H KH25
• Kumho SOP : 2010.09
Jeep Grand Cherokee
• Assembly Plant : Detroit, USA
• Kumho Plant : Vietnam Plant
• Size : 265/60 R18 110H KL21
P245/65 R18 110H KL21
265/50 R20 107V KL21
• Kumho SOP : 2010.04
Dodge Journey
• Assembly Plant : Toluca, Mex-
ico• Kumho Plant : Pyeongtaek
Plant
Tianjin Plant• Size : 225/55 R19 99H KH16
P225/65 R17 100T KH16• Kumho SOP : 2007.10
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Supply Status3 OE BUSINESSOVERVIEW
Dodge Dart
• Assembly Plant : Belvidere, USA
• Kumho Plant : Vietnam Plant
• Size : 205/55 R16 91H KH25
225/45 R17 91H KH25
• Kumho SOP : 2012.07
Jeep Compass/Patriot
• Assembly Plant : Detroit, USA
• Kumho Plant : Pyeongtaek Plant
• Size : 225/60 R17 99H KL21
• Kumho SOP : 2013.04
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Supply Status3 OE BUSINESSOVERVIEW
Smart For-Two
• Assembly Plant : Hambach,
France
• Kumho Plant : Gwangju Plant
• Size : 155/60 R15 74T KH11/KH16
175/55 R15 77T KH11/KH16
• Kumho SOP : 2008.04
Mercedes Benz A-Class
• Assembly Plant : Rasttat Ger-
many
• Kumho Plant : Gokseong Plant
• Size : 185/65 R15 88T KH15
• Kumho SOP : 2007.04
• Assembly Plant : Zwickau, Ger-
many
• Kumho Plant : Nanjing Plant
• Size : T125/70 R16 96M 121
• Kumho SOP : 2008.08
Volkswagen Golf
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Supply Status3 OE BUSINESSOVERVIEW
Mercedes Benz Viano
• Assembly Plant : Vitoria,
Spain
• Kumho Plant : Gwangju Plant
• Size : 245/45 R18 100W KU19
• Kumho SOP : 2008.02
Mercedes Benz Sprinter
• Assembly Plant : Düsseldorf, Germany
• Kumho Plant : Gwangju Plant
• Size : 235/65 R16C 113/115R 857
• Kumho SOP : 2010.03
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Supply Status3 OE BUSINESSOVERVIEW
Mercedes Benz Vito
• Assembly Plant : Vitoria, Spain
• Kumho Plant : Gwangju Plant
• Size : 195/65 R16C 104/102R
857
• Kumho SOP : 2011.04
• Assembly Plant : Düsseldorf, Germany
• Kumho Plant : Gwangju Plant
• Size : LT245/75 R16 120/116Q KL78
• Kumho SOP : 2011.04
Mercedes Benz Sprinter
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Supply Status3 OE BUSINESSOVERVIEW
Hyundai YF Sonata
• Assembly Plant : Asan, Korea
• Kumho Plant : Goksung Plant
• Size : 225/45R18, 205/65R16
KH17
• Kumho SOP : 2009.09
Hyundai - Santafe
• Assembly Plant : Ulsan, Korea
• Kumho Plant : Pyeontaek Plant
• Size : 235/60R18, 235/65R17 KL21
• Kumho SOP : 2009.05
• Assembly Plant : Ulsan, Korea
• Kumho Plant : Gokseong Plant
• Size : 205/55R16, 195/65R15
KH16
• Kumho SOP : 2011.11
Hyundai i30
Apart from additional 10 models
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Supply Status
Kia Forte
• Assembly Plant : Hwasung, Ko-
rea
• Kumho Plant : Goksung Plant
• Size : 215/45R17 KH17
• Kumho SOP : 2008.08
• Assembly Plant : Hwasung, Ko-
rea
• Kumho Plant : Pyeongtaek Plant
• Size : 235/60R18, 235/65R17
KL21
• Kumho SOP : 2009.04
Kia Sorento R
• Assembly Plant : Sohari Korea
• Kumho Plant : Gwangju Plant
• Size : 235/60R17, 235/65R16
KH16
• Kumho SOP : 2005.07
Kia Grand Carnival
3 OE BUSINESSOVERVIEW
Apart from additional 6 models
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Supply Status
• Assembly Plant : Bupyeong, Ko-
rea
• Kumho Plant : Goksung Plant
• Size : 255/50R17, 205/60R16
KH25
• Kumho SOP : 2009.03
GM Chevrolet Cruze RSM QM5
• Assembly Plant : Pusan, Korea
• Kumho Plant : Pyeongtaek Plant
• Size : 225/60R17 KL21
• Kumho SOP : 2007.12
• Assembly Plant : Pyeongtaek Ko-
rea
• Kumho Plant : Gwangju Plant
• Size : 245/45R19, 235/55R17
KH23
• Kumho SOP : 2011.11
Ssangyong Chairman
3 OE BUSINESSOVERVIEW
Apart from additional 5 models Apart from additional 3 models Apart from additional 10 models
R&D Mission & Vision Global R&D Network R&D Resources
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R&D Mission & Vision
R&D Mission Establishment of “Core Competitiveness” through Passion & Customer-focused R&D Management
Passion
Strategy
Speed
Market Leading ProductsBrand Power
EnhancementCutting Edge
Refined Global
Manufacturing Product
4 R&D CENTEROVERVIEW
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Global R&D Network
PlantR&D Center
Tianjin Plant
Nanjing Plant
Vietnam Plant
Changchun Plant
Gwangju PlantGokseong Plant
Pyeongtaek Plant
Akron
Frankfurt
KRDC
• Location : Gwangju, Korea • Since : 1981• Employee : 364
KETC
• Location : Frankfurt,
Germany• Since : 1997• Employee : 15
KCTC
• Location : Tianjin, China • Since : 2006• Employee : 148
KATC
• Location : Akron, USA • Since : 1990• Employee : 22
KRDCKOREA
KATCU.S.A.
KCTCCHINA
KETCGERMANY
4 R&D CENTEROVERVIEW
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R&D Resources4 R&D CENTEROVERVIEW
• Location : Yong-in, Korea
• Investment
Yong-in R&D Center - The completion of the New Headquarter of R&D Centers built in August 2013
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R&D Resources
COMPOUND & MATERIALPHYSICAL PROPERTY TESTING FOR
CHEMICAL CHARACTERISTICS ANALYSIS
COMPUTER AIDED DESIGN & ANALYSIS FORPERFORMANCE PREDICTION
INDOOR TESTING FORREGULATION & REQUIREMENTS
PROVING GROUNDSUBJECTIVE / OBJECTIVE TEST
4 R&D CENTEROVERVIEW
30
R&D Resources
※ KUMHO Tire Proving GroundGokseong, KOREA
Papenburg PG, Germany
TVTC (Tire & Vehicle Test Center)KUMHO Tire Workshop Texas, U.S.A
Idiada PG, Spain
4 R&D CENTEROVERVIEW
※ Owned by KUMHO Tires
Design Award
Product Strategy Global Marketing Activities Magazine Test Design Award
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Marketing Strategy
Integrated Global communicationto improve our brand value
Affordable price and valuable prod-
uctsto customers
Channel diversification To broaden customer base
Continued ideationto create new innovative
products
PROMOTION PRICE
PLACE PRODUCT
5 MARKETINGOVERVIEW
BrandTier up toPremium
Image
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Product Strategy
Adaption in each different maker segment
5 MARKETINGOVERVIEW
Introduction Growth Maturity
FastInnovator
VolumeZone
LeaderMarketCreator
EnvironmentallyFriendlyProduct
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Fast Innovator
Market Creator
New Concept Products into New Markets
Aroma Tire Color Smoked Tire 32 inch SUV Tire 15 Series Tire
Dominant Products into Niche Markets
Runflat Technology RSM SM3 EV Tire
5 MARKETINGOVERVIEW
Super Car (PS91)
Product Strategy
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Volume Zone Leader
Notable Products into Broader Markets
Environmentally Friendly Product
Touring Sport Performance(KU22) Luxury Premium (KU27)
Labeling 1 Grade Eco Material Swan Label
UTQG 600 UHP UTQG 680/840 Touring P. EV Tire
5 MARKETINGOVERVIEW
Light Weight
Fuel Efficient
Low Noise
Longer Life Cycle
Eco-Friendly Material
eco
Product Strategy
Harmony Summer (KH17)
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Marketing
BrandKey activities to enhance brand image
Motor Sports
Auto GPMasters of F3China CRC
Etc…
OEM Supply EnhancementOf Brand Acceptance
Benz / BMW / Ford / GMChrysler / VW / Hyundai / etc
Technology
UHPRun-Flat TireAroma TireRacing
Smoke TireEV Tireeco TireAviation Tire
Outstanding MagazineTest Results
Deliver our outstanding
Performance to Consumer
Sports MarketingSponsorship
Establishing a Consistent &
Valuable Global Brand Asset
5 MARKETINGOVERVIEW
Design AwardResults
Be awarded Global Top
Design Award
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Global Marketing Activities
Global Marketing Activities - Motorsports
1991 Beginning supply Tires to MG Owners Club
2000 Int’l F3 Korea Super Prix Official Tire(’00~’03)
2002 Masters of F3 Official Tire(’02~ )
2003 F3 Euro Series Official Tire(’03~ ‘11)
2004 Japan Super GT GT300
2005 American Le Mans Series LMP2(2nd Overall)
2006 24 Heures du Mans LMP2(Ranked 3rd)
2006 Japan Super GT ‘Pokka 1,000km’(Pole to Win)
2007 24 Heures du Mans LMP2(Winner)
2008 Japan Super GT / Tire Partner with
Lexus IS 350 GT Car of Toyota Team
2010 China Rally Championship (Ranked 3rd)
2013 China Touring Car Championship
Official Tire (’13~)
~
History
5 MARKETINGOVERVIEW
2012 Auto GP Official Tire (’12~)
38
Global Marketing Activities
Global Marketing Activities – Motorsports (Y2012)
Main Activities
Auto GP
Formula 2
Masters of F3
Formula 3 CTCC
Others
Australia F3 Asian F. Renault Latam Challenge Series
Irish Tarmac Rally VLN Series(Germany) CJ Super Race(Korea)
5 MARKETINGOVERVIEW
China Touring Car Championship
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Global Marketing Activities
Promotion – Sports Marketing Sponsorship
Soccer
GermanySponsor of Hamburg SV
AustriaOfficial Sponsor of ‘Rapid Wien’
Vancouver Canucks
NHL Ice Hockey
NBA, LA Lakers
Basketball
NFL, New York Jets
Football
Soccer
5 MARKETINGOVERVIEW
40
Global Marketing Activities5 MARKETINGOVERVIEW
Rewards• Financial Benefits• Reward Program
Customer Marketing• Local Marketing
• Co-Promotion
KUMHO Retailer Programs
Supports:Exterior, Interior, Training, Local consumer promo-tion, Dealer Website, ETC
The Purpose of KUMHO Retailer Program is to help Retailer's success in business by attracting more customers and selling more tires.
Retailers will have access to many programs including a great looking store and robust marketing support With KUMHO Retailer Program.
Identity
• Signage• Identification Package
• Tire Technology• Product• Sales and Service
Training
Rewards
Customer Marketing
• Financial Benefits• Reward Program
• Local Marketing• Co-Promotion
KUMHO TIRES Retailer Program
Associate Dealer Program
Platinum Membership Program
Franchise Program
Tires Logo (Banner, Poster, Tire Stand, etc…)
Incentive (Rewards)
On-line TrainingPOS(Reward Program)
Exterior Signage and Identification packageIncentive(Rewards)
Co-MarketingOn/Off Training POS(Regular Support)
Franchise Branding(In/exterior) & Merchandising
Incentive(Rewards)
Marketing SupportOn/Off Training POS(Regular Support)
* Items and details of each program are subject to change according to terms of contract
41
Magazine Test
Latest Magazine’s Test Result : Satisfactory[ ADAC / Feb. 2013 / KU39 ]
Latest Magazine’s Test Result : Ranked No.9 ( Recommended)[ AutoBild / Mar. 2013 / KH17 ]
5 MARKETINGOVERVIEW
42
Magazine Test
Latest Magazine’s Test Result : Recommendable[ ADAC / Mar. 2011 / KH17 ]
Latest Magazine’s Test Result : Recommendable[ ADAC / Oct. 2011 / KW23 ]
5 MARKETINGOVERVIEW
43
Magazine Test
Latest Magazine’s Test Result : Recommendable[ ADAC / Mar. 2010 / KU39 ]
Latest Magazine’s Test Result : Recommendable[ ADAC / Oct. 2010 / KW23 ]
5 MARKETINGOVERVIEW
44
Magazine Test
Latest Magazine’s Test Result : Ranked No.3 (Highly Recommended)[ AutoBild / Mar. 2010 / KH31 ]
5 MARKETINGOVERVIEW
45
Magazine Test
Latest Magazine’s Test Result : Recommendable[ ADAC / Mar. 2010 / KH17 ]
5 MARKETINGOVERVIEW
46
Magazine Test
Latest Magazine’s Test Result : Highly Recommended[ Auto ZEITUNG / May 2009 / KH21]
5 MARKETINGOVERVIEW
47
Magazine Test
Latest Magazine’s Test Result : Ranked No.1 [ 3a pynew / Mar. 2009 / KH17 ]
5 MARKETINGOVERVIEW
48
Magazine Test
Latest Magazine’s Test Result : Highly Recommended[ ADAC / Mar. 2009 / KH17 ]
5 MARKETINGOVERVIEW
49
Magazine Test
Latest Magazine’s Test Result : Highly Recommended[ Auto ZEITUNG / Feb. 2009 / KH31 ]
5 MARKETINGOVERVIEW
50
Magazine Test
Latest Magazine’s Test Result : Ranked No.3[ AutoBild / Sept. 2008 / KH21 ]
5 MARKETINGOVERVIEW
51
Magazine Test
Latest Magazine’s Test Result : Ranked No.1[ 3a pyaem / Mar. 2008 / KU31 ]
5 MARKETINGOVERVIEW
52
Magazine Test
Latest Magazine’s Test Result : Ranked No.4[ 3a pyaem / Mar. 2008 / KU19 ]
5 MARKETINGOVERVIEW
53
Magazine Test
Latest Magazine’s Test Result : Ranked No.2[ Teknikens Varld / Mar. 2008 / KW22 ]
5 MARKETINGOVERVIEW
54
Magazine Test
Latest Magazine’s Test Result : Highly Recommended[ ADAC / Mar. 2008 / KH17 ]
5 MARKETINGOVERVIEW
55
Magazine Test
Latest Magazine’s Test Result : Highly Recommended (Exemplary)[ AutoBild / Mar 2007 / KU31 ]
5 MARKETINGOVERVIEW
56
Magazine Test
Latest Magazine’s Test Result : Recommendable[ AutoBild sportscars / Mar. 2007 / KU31 ]
5 MARKETINGOVERVIEW
57
Design Award5 MARKETINGOVERVIEW
Award in 2012 – PS71(KU39) Award in 2013 – ES51(KH27)
The first company in the field to receive 2nd consecutive award
