Because so many companies today are making tires, the question is "how do you make yourself different from everyone else?" Mr. Denlein asked rhetorically. For Hankook, its strategy includes cutting edge research and development, manufacturing capacity that can meet the demands of the marketplace, logistics, a strong distribution network, and marketing that creates brand awareness. Globally, Hankook continues to strive toward its goal of becoming the world's fifth largest tire maker by 2020 from No. 7 today. The company also wants to reach a worldwide market share of 5 percent and an EBITA of $2 billion. In 2016, Hankook had sales of $5.7 billion while generating $950 million in operating income. Globally Hankook is what Mr. Denlein described as economically stable. That is, its sales are relatively balanced, with 30.4 percent coming from Europe, 22.6 percent from the Americas, 19.2 percent from China, 17.4 percent from South Korea and 10.4 percent from the Middle East, Africa and Asia Pacific.