Nokian Tyres Recaps Success In North America As 2023 Begins

  • Wednesday, January 4, 2023

2022 began with ambition for Nokian Tyres in North America. It ended as a success despite unexpected challenges, thanks to strong partnerships, growth at the company’s North American factory, and popular products tailored to the needs of drivers in the region, said officials.

“When we started 2022, the sky was the limit,” said Nokian Tyres Vice President of Sales Tommi Heinonen. “We were launching new products and the market was moving.”

Then war broke out in Ukraine, clouding Nokian Tyres’ sales outlook and disrupting its supply chain. Despite uncertainty and adversity, the company succeeded by growing existing dealer and distributor relationships, expanding domestic production volume at its factory in Dayton and launching new products.

First and foremost, Mr. Heinonen credits Nokian Tyres’ partners for fueling the company’s North American success amidst challenges.

“From day one, we have been open with our partners,” said Mr. Heinonen. “When we have shared information, the answers have been 99.9 percent positive.”

Nokian Tyres’ Dayton Factory set production records on a frequent basis en route to its best year on record. Thriving domestic production offers a buffer against global uncertainty, especially when it comes to some of the company’s most popular products in North America, said officials. 

“The Dayton Factory is making all-season and all-weather tires for this market,” said Mr. Heinonen. “The war in Ukraine is not impacting those at all; availability has been as planned. In 2023 we will get even more products from Dayton.”

That includes expanded volume of tires like the Nokian Tyres One and Nokian Tyres WR G4, which are currently made in Dayton. For the first time in 2023, the company will also make select light truck tire lines there. Winter tires will continue to be made in Nokia, Finland.

2022 also saw the launch of popular new products that helped Nokian Tyres advance toward its growth goals in North America.

The new non-studded Nokian Tyres Hakkapeliitta R5 hit shops last fall to a big reception, said officials. 

“Feedback from dealers is that it’s a tire you don’t even need to sell – it’s flying out of the shelves,” Mr. Heinonen said. “The performance is there: It has been a test winner in magazines. Everybody likes it. It’s a real home run.”

The new all-terrain Nokian Tyres Outpost Family also thrived, said officials.

“Those products have been a great success story,” Mr. Heinonen said. “It’s another product our dealers and end users were loving.

“The year has had a lot of ups and downs, but successful partnerships, production growth and popular products drove success, even in a difficult year. That bodes well for the year ahead,” Heinonen said. “In 2023 we’ll have good news from Dayton, and our supply situation is improving.”

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