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ENTERING OUR NEXT PHASE OF GROWTH

Nokian Tyres is a life driven company. Our mission is to give you peace of mind in all conditions.

Read more from the Financial Review 2018, strategy
Capital Markets Days
Financial targets for 2019-2021

Our differentiators

1. SAFEST TIRES  FOR ALL CONDITIONS
We operate within the premium passenger car tire segment and focus on the replacement tire market. We offer the world’s best winter tires on all major winter tire markets. As pioneers in demanding conditions, our competitive summer tires, all-season tires, and all-weather tires take safety to a new level under all conditions.

2. CONSUMER-TRUSTED PREMIUM BRAND
Our tires are made for people, who value the promise of the Nordic premium: high-tech products that are manufactured sustainably. We make good on our promise on the road, as our tires offer reliability, performance, and peace of mind from winter snowfall to heavy summer rain.

3. PREFERRED PARTNER FOR CUSTOMERS
Our partners have higher earnings potential selling our products and our customer satisfaction is high. Nokian Tyres offers premium end-to-end digital customer and consumer experiences. Our branded retail concepts support strong sell-out and provide data, which enables us to serve our consumers better.

4. FORERUNNER IN SELECTED HEAVY TIRE PRODUCTS
In the development and manufacturing of heavy tires, we focus on carefully selected segments with high profit margins, such as tires intended for forestry, agriculture, and material handling. Our premium tires feature unique solutions that support the business of our end users, and we sell them on both the replacement and original equipment markets. We ensure the functionality of our tires by also serving our customers down in the mine or deep in the woods.

5. RESPONSIVE AND EFFICIENT SUPPLY CHAIN
We have some of the most efficient tire factories in the world. The high level of automation ensures superior productivity and product quality. Our customer oriented supply chain ensures excellent customer service capability even during high season.

6. HIGH-PERFORMING ENGAGED TEAM
Our open and participatory company and leadership culture ensures that we work, develop, and achieve great results together. Our motivated and committed personnel have a continuous desire to develop their personal competence as well as our company as a whole.

OUR SEVEN AMBITIONS

Nokian Tyres’ ambition is to continue to be the market leader in the Nordic countries and Russia and to grow faster than the market in other main markets. Over a five-year period of 2018–2022, the target is to grow by 50 % in Central Europe and double sales in North America. Heavy Tyres’ ambition is to grow by 50 % in four years. With Vianor (own), our ambition was to increase the EBITDA to +3 % by the end of 2019. This target was reached in 2018.

Russia
We are the market leader in selected segments in Russia.

The Nordic countries
We are the market leader in selected segments in the Nordic countries

Central Europe
We increase our sales by 50 % in Central Europe in five years.

North America 
We double our sales in North America in five years.

Vianor
Targeting +3% EBITDA of Nokian Tyres owned Vianor by the end of 2019. This target was reached in 2018.

All major winter tire markets
Our tires are available in all major winter tire markets.

Heavy Tyres
We increase the sales of Heavy Tyres by 50% in four years.

FINANCIAL TARGETS 2019–2021

Growing faster than the market: Above 5% CAGR with comparable currencies

Healthy profitability: EBIT at the level of 22% 

Good returns for our shareholders: Dividend above 50% of net earnings