The International Design Excellence Awards (IDEA) is a design competition that was founded in 1980. It is organized by the Industrial Designers Society of America (IDSA). This Oscars of the design world is considered one of the most prestigious and ranks closely alongside the iF Design Award of Germany and the Red Dot Design Award.
Kumho Tires scooped awards in all three competitions for its Fin-Sread concept design tire. The concept met all the five assessment standards. They include:
- Design innovation (newness and problem-solving quality)
- Benefit to user (improved quality of life for users)
- Benefit to brand/client (business impact)
- Benefit to society (Sustainability of design and manufacturing process)
- Appropriate aesthetics (Adequacy of use and function)
Kumho came up with an entirely new platform for the Fin-Sread concept tire that provides driving performance worthy of a future-oriented tire. The platform acts as a foundation for a new airless tire structure that is different from the conventional concept of using rubber and air.
The structure priorities comfort, noise reduction, and safety. In addition, the Fin-Sread is designed to provide the perfect mobility experience by leveraging and collecting big data. This includes traffic information and road data through a 5G network. It also communicates easily with auto driving mobility elements and meets various performance needs by changing from moment to moment.
The tire’s tread pattern was inspired by the movement of whales and other marine mammals. These mammals are known to use their flexible fins to maintain stability and move in an effortless manner despite their large size and weight. The S-shaped tread, in particular, reduces friction noise levels.
“We wanted to provide a safer, quieter, and more comfortable driving experience through this tire,” said Kumho’s pattern design team, “It enables users to enjoy a perfect time and create fond memories with their loved ones in the car while on the move by delivering an optimum experience in a future-oriented mobility environment.”
The Fin-Spread Kumho tire was also hailed for its eco-friendliness. It allows for the replacement of damaged or worn parts unlike in conventional tires where the entire product is disposed of depending on the degree of damage or wear. This helps to reduce the number of environmental issues caused by waste.
Cho Mansik, Executive Vice President of R&D Division at Kumho Tire, said, “Going forward, tires will not just be about moving the vehicle around. Advances in auto driving technology are transforming cars from a mobility means into a space to enjoy while on the go.” He said when asked about the tire submitted to the IDEA Awards, “This new concept tire delivers performance needed for future electric vehicles (EVs) and purpose-based vehicles (PBV) to effectively lead the mobility sector down the road. Future tires will be seen as tools to create a new space on the move.”