Focusing as a strategy cornerstone
1. Northern conditions

Nokian Tyres is the only tyre manufacturer in the world to focus on solutions and products that meet the special needs of customers in northern conditions. Products are marketed in all countries with northern conditions – everywhere where there is snow, forests and demanding conditions caused by changing seasons.

2. Narrow product segments

By focusing on products designed for northern conditions, Nokian Tyres has developed special competence that delivers added value in other narrow special product segments. Key products include passenger car and truck winter tyres and forestry tyres. The objective is to have the highest customer satisfaction in the key products globally. Other special products include light truck and SUV tyres as well as harbour and mining machinery tyres.

3. Replacement markets

All Nokian-branded passenger car tyres and approximately 60% of heavy tyres are sold to users in replacement markets through special tyre outlets, car dealers and other companies engaged in the tyre trade.

Nokian Tyres’ focus strategy is supported by:
Investments in product development, production, distribution and logistics

Product development is guided by a philosophy of sustainable safety, which entails the continued renewal of the product range with the objective of always being able to provide customers with value-added innovations.

  • Own production concentrates on high-margin key products.
  • New products should represent at least 25% of net sales annually.
  • Consistent investment in continued improvement of quality, productivity and logistics.
  • Distribution is developed by expanding the Vianor network and streamlining the processes.

Open and participatory corporate culture

A basic factor behind Nokian Tyres’ success is the continuous process of personnel development, which is supported by an open and participatory corporate culture.

  • The corporate culture aims to create a highly motivated working community that promotes the success of individuals and the company.



Key strategic objectives into 2014
Market leadership in the Nordic countries
The key objective is to be the Nordic market leader as a tyre manufacturer and tyre distributor. Best customer service and highest customer loyalty in the home market.
Market leadership in premium tyres in Russia and other CIS countries
The objective is to be the leading tyre manufacturer and tyre distributor of the premium car tyres in Russia and CIS countries and among the top suppliers of special heavy tyres.
Globally strong position in key products
The niche strategy is geared towards building a significant global position in narrow, growing product segments.
Growth through a continuosly improved product range
Profitable growth is based on investments in key products and services that give customers genuine added value and enhance the ability to launch innovative products and services.
Profit growth through high productivity and the best customer processes in the industry
Improvements in operational efficiency and profitability are achieved through the ongoing development of logistic processes, total quality and productivity.
Profit growth through skilled, inspired personnel with entrepreneurial spirit
The personnel’s active and entrepreneurial attitude towards the development of personal skills and company performance supports the selected focus strategy and company pursuit of an ethical and responsible operating policy.
Key objectives 2010-2011
The global economy including Nokian Tyres’ core markets is expected to grow slowly in 2010-2011. The target of Nokian Tyres is to continue to outperform competition in terms of growth and profitability. The objective is to further improve market position and to return to a profitable growth path in 2010.