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Hankook Joins Forces With Virtual Influencer ‘Mono Mars’ Within the Framework of Formula E

Hankook has secured intergalactic support for its Formula E activities. Likeable virtual AI robot Mono Mars will help the premium tyre manufacturer reach out to motorsports fans worldwide as official Hankook partner for the ninth season of the all-electric racing series.

Mono Mars is a virtual influencer inspired by Mars exploration rovers. His presence on all the major social networks includes over 110K followers on Instagram, keeping tabs on his exploits on earth and in space. His friendly, unique metaverse character makes him popular around the world as he shares space and tech-oriented content with underlying social themes such as climate change and environmental pollution.

Hankook appointed Mono Mars as its Formula E influencer because their shared core values on topics such as sustainability and innovative technology make them a perfect match. The two are planning a variety of social media content relating to the electric racing series, with the aim of establishing a close dialogue with motorsports fans and younger target groups.

The overall package includes interviews with popular drivers, ‘E-village’ experiences and real-time race information directed at reinforcing the premium brand image of Hankook through the exclusive iON Formula E racing tyre.

Formula E Season 9 is set to begin on 14 January with the Hankook Mexico City E-Prix, the first of 16 races in 11 countries over the next seven months. The final race is the London E-Prix, which takes place at the end of July. This season, 22 drivers from 11 teams will compete for the championship, using the expertise of eight global vehicle brands: DS Automobiles, Jaguar, Maserati, McLaren, Mahindra & Mahindra, NIO, Nissan and Porsche.

The Gen3 electric vehicle makes its debut this season with a significantly increased maximum output of 350 kW (475 horsepower). All cars will be fitted with Hankook’s iON race, created specifically for EVs in close collaboration with the FIA. Dedicated technologies mean it offers the best racing performance and excellent efficiency.

Hankook is accelerating its motorsports activities with industry-leading racing tyre technology, and sponsors teams in more than 70 domestic and international motorsports championships. It has been active as an official sponsor and technical partner of Formula E since September 2022, thus driving the evolution of electric motorsports.