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Because of product quality defects, the recall of tires has caused Kumho to be at the forefront of public opinion. In order to restore the confidence of the world’s largest auto consumption country, “reshaping the image†has become the core content of Kumho Tire's marketing in China in 2011.
Since the first recall of China’s tire industry began in April 2011, Kumho has completed a total of 539,923 free comprehensive inspections and replaced 270,386 tires. Free testing time was also extended to December 30, 2011. For the exposure of the Tianjin plant, Kumho Tire also completed its internal self-inspection, rectification, and improvement work within the first time, and started the re-examination of production processes at four factories in China. In the important production areas of the factory, 24-hour video surveillance is started, and objective monitoring by third parties is also welcome.
In terms of after-sales service, Kumho also showed its sincerity in China: Based on the original five-year, three-package policy, it also launched the VIP protection system for the KU28 and KL61 for the first time in the industry. The resulting tread piercing, sidewall wounds to carcass cord injuries, and tire bulging due to impact within 5 years of purchase are all given free replacement. With the excellent performance and market performance of the two high-end tires KU28 and KL61, coupled with other products and policy protection launched by Kumho, consumer confidence has been re-established, and sales volume has gradually recovered.
At the Tianjin plant, Kumho’s latest technology is used in the production of equipment. It has been refined and strengthened in a series of processes in raw material workshops, mixing workshops, forming workshops, vulcanization workshops, inspection workshops and automated warehouse systems. For example, the raw material input port in the mixing workshop is changed from the original manual operation to computer control. The improvement of the production process enhances certain controllability and balance, reducing errors and hidden troubles. Another example is the product inspection workshop process has also been added and improved, all products have to go through rigorous visual inspection, laser and spot inspection and other multi-channel inspection procedures to ensure that each product to the market has a reliable safety performance.
Kumho Tire Quality Door Event
In the 2011 CCTV 315 party, it was revealed that Kumho Tire had serious problems in the tire manufacturing process. In order to ensure the quality of the tires, Kumho Tire has established strict operating standards. However, during the manufacturing process, a large amount of back-glue is added. The standard stipulates one set, and the actual operation is another set. After the party was reported, on the one hand, more and more consumers reflected the safety hazards of Kumho Tyre's quality; on the other hand, Kumho Tires published information on its official microblog on the 16th at noon, insisting that the report “does not Accurate" - "The ratio of adding the original glue and returning glue is calculated according to the weight, not an intuitive quantitative ratio."
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