NOKIAN TYRES

Nokian Tyres’ philosophy and strengths

It may seem surprising, but Japan is a country with many of the world’s most snowy regions, such as Aomori and Hokkaido, and preparation for winter roads is important. One tire manufacturer that is attracting attention in Japan is Nokian Tires.

Since its introduction in Japan in 2017, Nokian Tyres, a Finnish company, has been steadily gaining recognition in Europe and the US, receiving high praise and praise from experts for its compatibility with European car manufacturers. What is the secret behind this? We spoke to Global Product Manager Jarno Abenrämi about the company’s philosophy and strengths during his visit to Japan.

“Nokian Tyres created the world’s first winter tyres more than 90 years ago and has been a premium, safety-first tyre brand ever since, with a focus on safe and predictable driving in its development.”

This philosophy is evident in the excellent balance between outstanding performance on snow and ice, and the fact that the tires do not rely solely on outstanding characteristics. “Achieving predictable behavior leads to safety,” emphasizes Mr. Nakamura, explaining that even if a tire has excellent grip on icy surfaces, it will not provide a sense of security unless it provides a consistent feel when accelerating, decelerating, and cornering.

Adopted as a certified winter tire by many car manufacturers

On the other hand, the use of Green Trace compound reduces rolling resistance and provides excellent fuel efficiency, which is an unexpected talent for winter tires. This high level of overall performance is another attraction of Nokian Tires.

In response to the recent growth of the electric vehicle market, the company is also focusing on developing tires specifically for BEVs. “BEVs are very quiet, so tire noise can be irritating to drivers. Therefore, we use a sponge layer called acoustic foam on the underside of the tire to absorb noise and improve quietness,” Jarno said. This achieves both quietness and fuel efficiency, enabling a comfortable and efficient drive.

The flagship Hakkapeliitta R5 family is currently sold in Japan through authorized dealers of Land Rover, BMW, Volvo, Tesla, and Mercedes-Benz. This is due to the development of size variations that are in line with the times and the rapid manufacturing and supply of tires after the introduction of new vehicle models. “We are able to produce sizes for new vehicle models quickly because our relatively small scale allows for flexible development. Of course, we also have good relationships with automakers,” says Jarno. The flagship Hakkapeliitta winter tire series is produced at a factory in Nokia, Finland, but the company is also committed to sustainability, including the opening of a new carbon-neutral factory in Romania this summer.

Safety performance that goes beyond appearances

Although the company is small, it is noteworthy that it owns the world’s largest winter testing facility, White Hell, located in Ivalo, Finland’s Arctic Circle. Not only is this facility vast, but it also offers a variety of environments, including forest trails, ski-slope-like slopes, and fully indoor facilities, supporting Nokian Tyres’ rapid development. The ability to test in harsh conditions throughout the long winter underpins product reliability. Another notable feature is the large number of maintenance staff employed, as Jarno states, “It’s extremely important to constantly update the facilities and maintain an environment that allows us to obtain consistent results.” The company also owns a testing facility in Spain, where it provides winter tires that also combine the performance required of summer tires at the request of car manufacturers.

As Jarno stated at the beginning, their philosophy is “safety first.” This philosophy is highly valued by experienced drivers. Nokian Tyres not only offer well-balanced winter performance, but are also thoroughly environmentally friendly. It is precisely because these tyres have been forged in the harsh winters of Northern Europe that they are trusted for their safety performance, which goes beyond mere appearances.

REPORT/Takuro YOSHIOKA

PHOTO/Kunihisa KOBAYASHI, NOKIAN TYRES

MAGAZINE/ GENROQ March 2025 issue

[Inquiries]

Abe Shokai

https://www.abeshokai.jp/

https://www.nokiantyres.jp/

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