Company news
New Era of Performance – Launch event for truck and bus tires at White Hell
What does true performance mean in real life? In March, more than 100 customers attended the launch of Nokian Heavy Tyres’ renewed truck and bus tire range in Ivalo, Finland, where performance was demonstrated in demanding and continuously changing conditions.
Over five intensive days, participants experienced firsthand how modern truck and bus tires must perform in real-world use. Early spring arrived in Lapland sooner than expected, creating rapidly varying weather and driving conditions ranging from icy surfaces to wet roads and dry asphalt. These are precisely the conditions in which true performance is revealed.
Watch the event video: New era of performance
White Hell Testing Center – 40 years of winter tire testing
The launch was hosted at White Hell, Nokian Tyres’ testing center in Ivalo, Finland where tire testing has been conducted for more than 40 years. Located north of the Arctic Circle, White Hell offers extreme and highly variable conditions that cannot be replicated elsewhere.
With icy tracks, wet roads and stretches of dry asphalt appearing as the weather shifted, the testing center provided an ideal environment to validate and demonstrate tire performance where reliability, grip and predictability are essential.
Launch experience
The event began with a presentation of the renewed truck and bus tire range, giving customers the opportunity to see the products up close and learn about their new features, technologies and performance benefits. The discussions focused on real-world use, highlighting how the renewed range is designed to deliver reliability, efficiency and confidence in demanding and constantly changing conditions.
The experience continued on the test tracks, where participants took part in truck driving sessions with two Scania trucks, allowing them to feel the performance of the tires in practice. The driving program also included fast-driving sessions, a White Hell scenic tour and time to experience the unique landscape of Lapland.
Together, the product insights and hands-on driving experiences brought the New Era of Performance to life, demonstrating how the renewed range is built to perform regardless of road or weather conditions.
Designed in Finland, tested in extreme conditions
Nokian Tyres is renewing its entire line of truck and bus tires — and the changes are significant.
The new generation of tires is designed to meet even better the demands of modern transportation and traffic. The renewed product family offers improved safety, longer service life, lower rolling resistance, and enhanced driving comfort.
The tires are designed in Finland and tested under diverse driving conditions, in both the cold north and the hot south. This ensures reliable performance in all weather conditions and environments, while also meeting the highest quality standards.
Further information:
Marketing, Nokian Heavy Tyres
[email protected]
More information and photos:
Discover our full range:
https://www.nokiantyres.com/heavy/tires/trucks-and-buses/
See also our latest press releases: https://www.nokiantyres.com/heavy/about-us/news/
Launch website:
https://www.nokiantyres.com/performance
Launch event photos & video:
Press room-new era of performance
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