Kumho Tires, Korea’s leading tire maker, is ramping up efforts to lure customers with new service programs.

In April, the company started a mileage warranty program ― first of its kind in Korea ― that allows customers to ask for compensation for any discrepancy between a tire’s originally expected and actual lifespan.

Global tire makers carry out similar programs in other countries such as the United States, but had long been reluctant to consider adoption in Korea due to the rough driving style including frequent and sudden stops, which causes quicker tread wear on tires.

Kumho Tires admitted that the company may face larger costs but said the decision to start the unprecedented service in Korea was based on the company’s confidence in product quality, among other reasons.

Under the program, cars are required to receive regular checkups every 10,000 kilometers of driving. When the car’s mileage reaches 50,000 or 60,000 kilometers depending on tire type, customers are given discounts on new purchases.

Kumho Tires also started the nation’s first retailer specialized in tire products and related maintenance services in 2001.

The company regularly sends the shop owners and technicians for training at Hunter Engineering Company, a U.S.-based specialist in car service equipment and related education.

“Kumho Tires has been leading service innovations within the tire industry, including the mileage-based warranty program and the Tire Pro retailer. We will continue our customer-first efforts and come up with new service programs,” said Shin Yong-sik, the company’s marketing chief.

By Lee Ji-yoon (jylee@heraldcorp.com)