Kumho Tire announced Monday that it will participate in the 2015 IAA conference this month in Frankfurt, Germany.

The IAA, which expects around 1 million visitors and 1,100 carmakers and manufacturers from Sept. 17-27, is one of the world’s four largest motor shows focused on auto products and technology.

Kumho Tire officials said they plan to display 12 products and increase their brand recognition in Europe during the IAA.

One of the products is its new ultralight tire WATTRUN, an environmentally friendly electric car tire that the company claims is 25 percent lighter than other products and brakes well on wet roads.

Kumho also plans to unveil a run-flat tire with enhanced safety features and a tire that seals itself if punctured, the first of its kind produced by a Korean company.

Kumho officials also planned to carry out an aggressive advertising campaign by setting up advertising boards on multiple parts around the exhibition halls.

Kim Cheol-hwan, director of European Sales at Kumho Tire, said that the IAA serves as a crucial test bed for manufactures trying to enter the European market.

As a leading Korean tire maker with global presence, we will strive to improve the brand recognition of our products in Europe,” he said.

By Sang Youn-joo (sangyj@heraldcorp.com)