Expansion continues Ė service sales on the rise

Vianor is the biggest tyre chain in the Nordic countries, Russia and the CIS countries in terms of size and reach. In year-end 2013, Vianor chain comprised of 1,206 stores in 27 different countries in Nokian Tyresí core markets. Most of the stores operate on a franchising/partnership principle. The chain grew with 169 new outlets during 2013. Vianor had 183 equity-owned stores and Net sales amounted to EUR 312.5 million.


Vianor offers tyres for all major vehicles: passenger cars, vans, trucks and heavy machinery. In addition to Nokian-branded tyres, Vianor sells other leading tyre brands and a variety of motoring products, such as rims, batteries, and shock absorbers. Apart from retail sales, Vianor conducts wholesale and fleet customer sales. The heavy season fluctuations in tyre retail sales pose challenges for the year-round profitability of traditional tyre outlets. Therefore, Vianorís service range also includes tyre changes and mounting, as well as oil changes, car servicing and tyre hotels in some outlets. The goal is to make servicing a key part of Vianorís growth and profitability.

In its own sales outlet network, Vianorís key objective is to maximize the sales of Nokian-branded tyres, to maintain the target price level, and to develop service concepts and processes. Co-operation between Vianor and Nokian Tyres manufacturing brings synergy benefits. Advanced data systems improve planning, monitoring and reporting. Vianor offers Nokian Tyres a direct communication channel to the end user and provides the company with valuable information that can be used in service development. 

In 2013, Vianor achieved its strategic goals: it was the price leader and offered the best network for the retail and wholesale of Nokian Tyresí products in its core market regions. Vianor also improved its winter tyre market shares in the Nordic countries. The service revenues continued to increase. The gradual change of operating model from tyre sales to full car service in the stores continued with investments and local acquisitions of car service shops. A total of 45 companies were purchased and their car servicing operations were integrated into existing Vianor outlets at the end of 2013.

Partner network growing with new concepts

Vianor graafiThe Vianor tyre chain spearheads the Groupís growth in markets that are strategically important to Nokian Tyres. Vianor is the leading tyre chain in the regions where it operates, building a foundation for permanent market shares for the Groupís products.

The Vianor concept offers several business-friendly services to entrepreneurs in the partner network, such as strong brands, training and technical support. Vianor outlets get support for advertising and sales promotion, and guaranteed quick deliveries especially during the peak season. At the end of 2013, Vianor had operations in 27 countries; most extensively in the Nordic countries, Russia and Ukraine. 

New retail chain concepts are being launched for different needs in different areas. A new softer partner franchise model Nokian Tyres Authorized Dealer (NAD) has been rolled out with first 432 shops contracted in Europe and China. In Russia the Hakka Guarantee network and other retail partners working closely with Nokian Tyres comprised of nearly 3,300 stores.