Targeting the Y generation (consumers who are adventurous, have strong personalities and enjoy leisure), eMembrane is a Smart Hybrid tire that is able to accommodate both high-performance driving and city driving. The principle is that it changes the ratio of the contact area with the ground according to speed, minimizing the contact area during low-speed driving and maximizing fuel efficiency through the decrease of rolling resistance. It maximizes the contact area during high-speed driving to offer a strong grip that allows high-performance driving, such as high-speed, straight driving, and dynamic cornering.
<p> On behalf of Hankook Tire and myself, I am honored to accept a 2013 iF concept design award. Demand for efficiency and sustainability is of incredible importance in product design and development. Each component of a product must contribute in its own way to help the product as a whole to minimize its footprint. A fundamental yet overlooked part of all vehicles, future automotive tires will be one of the keys to unlocking the potential for sustainable and efficient transportation. I would like to thank those at Hankook Tire for their relentless efforts in working with me to develop and refine the eMembrane concept. It is truly an honor as a transportation design student to be able to display my work on such a large stage as the iF design awards, and it will continue to inspire me to push hard and take advantage of opportunities. Ultimately, this cooperation yielded a beautifully displayed concept that can offer the world an exciting glimpse into the bright future of the automotive tire.</p>