Grip like never before

– Improved position in core markets

The Nokian Passenger Car Tyres unit develops, manufactures and markets summer and winter tyres for passenger cars, SUVs and vans. The key products are studded and non-studded winter tyres, SUV tyres and high-speed summer tyres, which are the fastest growing product segments and also have the best margins in the tyre business. Nokian Tyres’ most important brands are Nokian Hakkapeliitta, Nokian Hakka and Nokian Nordman. In 2013, winter tyres represented 79% of Nokian passenger car tyres’ sales volume.

Research and development of tyres are based mainly in Nokia, Finland. The production of tyres is based in the company’s own factories in Nokia, Finland, and Vsevolozhsk, Russia the tyres are sold in replacement markets. The main markets are the Nordic countries, Russia and the other CIS countries, the rest of Europe and North America.

A new generation of Hakkapeliittas and market share growth in 2013

The net sales of Nokian Passenger Car Tyres were over EUR 1.1 billion, showing growth in the Nordic countries and Central Europe. Operating profit amounted to almost EUR 380 million.

Hloauto graafiNokian Tyres is the market and price leader in Nordic countries and Russia & CIS and a growing premium player in Central Europe. Nokian Tyres continued to win market share in Russia & CIS as a result of an expanding distribution and high brand awareness. In the Nordic countries and Central Europe Nokian Tyres also won market share, especially in winter tyres as well as in SUV winter and summer tyres.

Five new winter tyre ranges were launched as a result of major product renewal projects in 2013, including the new generation of studded Nokian Hakkapeliitta 8, non-studded Nokian Hakkapeliitta R2 and Nokian Hakkapeliitta R2 SUV. In addition to the Nordic product range, Nokian Tyres also introduced Nokian WR G3 and Nokian WR SUV 3, two new winter tyres for the Central European and North American markets.

The winter tyre magazine tests have been dominated by the new Nokian Hakkapeliitta 8 with victories in practically all car magazines. Nokian Tyres has also achieved victories and other success in the Central European winter tyre tests. The new summer tyre range with the spearhead products Nokian Hakka Black, Nokian Hakka Blue, Nokian Hakka Green and Nokian Line won several car magazines’ tests in the core markets and in Central Europe.

The production capacity increased with two new lines (12 and 13) commenced in Russia. The combined output of the Nokia and Vsevolozhsk factories was 15.0 million car tyres in 2013. Some 80% of Nokian car tyres (pcs) were manufactured in the Russian factories. Increasing share of Russian production improved cost structure and productivity.

Other success stories for Nokian Tyres in 2013 were keeping the price position and gross margin level in a tight environment, improved supply capacity and fluent season logistics, higher online sales as well as keeping a tight ship on fixed costs.