Business environment

Nokian Tyres: 3 strong market areas

Solid position in the Nordic countries

Finland, Sweden and Norway accounted for some 38% of the net sales of Nokian passenger car tyres in 2011. The company is the market and price leader in the Nordic countries. Annual sales in these countries total some 10 million tyres for passenger cars and vans, 6 million of which are winter tyres. The markets usually grow around 1–3% a year, and there are around 80 competing brands. The countries also have legislation that requires winter tyres to be used during the winter months.
Significant growth potential in Russia

Nokian Tyres is the market leader and the biggest manufacturer of premium tyres in Russia. In 2011, the share of Russia and the CIS countries rose to 27% of the total net sales of Nokian Tyres. Russia has no winter tyre legislation, but the climate conditions in Nokian Tyres’ operating region require the use of winter tyres during the winter months. An estimated 36 million car and van tyres were sold in Russia in 2011. The market is estimated to grow by 15–20% yearly.

Central Europe on the upswing

With tyre markets continuously expanding and winter tyre legislation becoming more common, Central Europe has become one of Nokian Tyres’ most important growth areas. The size of the European market, excluding the Nordic countries, was approximately 270 million car and van tyres in 2011. The total market growth is slow, but the winter tyre segment is growing faster. Nokian Tyres customises its tyres to meet the needs of consumers in different market areas. The friction tyres designed for Central and Eastern European winter conditions, as well as the summer tyres offered in the region, differ considerably from the products sold in the company’s core markets.