For many, the justification for investment into motorsports is the potential race-track-to-the-road transmission of both technology to consumer car tyres as well as overall brand awareness. Not so with Hoosier, which became part of the Continental Group back in 2016.  For Hoosier, the brand’s single-minded focus on motorsports irrespective of the fact that they have no pure road going tyres is a strength. As company executives put it, Hoosier is the only brand that is all-in on motorsports. As a result, the emphasis is on making the best-performing motorsport tyres as well as focusing on the motorsports tyres customers themselves. Nevertheless, to communicate such messages across continents and even around the globe with a series like FIA WRX, which Hoosier became exclusive official tyre supplier to in 2023, requires marketing and raising brand awareness. With that in mind, as well as Hoosier’s stated aim of expanding into the EMEA region, Tyres & Accessories spoke with executives including Joerg Burfien, president and CEO of Hoosier Tire and Martin Heckers, head of Hoosier Europe.