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Nokian is growing with all-season tires
Nokian Tires wants to further increase its market share in Central Europe, which is currently around three percent. The goal is to grow to nine million tires sold per year.
Nokian is growing with all-season tires
“We are fully on track to achieve our overall growth target of 50 percent,” says Nokian Vice President Bahri Kurter, responsible for Central Europe. The fact is: The changes in the tire business are being driven by the two big consumer trends of comfort and sustainability. In practice, this means increasing demand for all-season tires and larger rims, increased fleet business, increasing adoption of electric vehicles and growing importance of online trading.
Strategy for growth
"With the help of our new test center in Spain, we will take advantage of the opportunities in the summer tire business. We want to expand our presence in the largest tire market in Germany and further increase our geographical presence in markets with lower market shares, such as Italy, France and Spain," says Kurter. Already today, up to 80 percent of tires in Europe are searched for online and 10-40 percent are purchased online. Nokian Tires will continue to expand its multichannel activities beyond wholesale, retail and online and drive its growing fleet business. The company is also optimizing its supply chain organization, which has been relocated to Prague along with customer service. To support growth in Central Europe, Nokian Tires is investing more in marketing to increase brand awareness and activate consumers. A new senior sales team was also introduced at European level. All of these changes have contributed to increasing the market share in Central Europe to up to three percent.
Winter tires continue to be in demand
“We had strong growth in the all-season segment, but not at the expense of our core business, the winter tire business,” said Kurter. "Our focus on large rim sizes has been very successful; we have gained market share and grown faster than the market. Now we want to continue where we were successful." Digital marketing will be intensified, but physical sales will also be expanded through the NAD retail network and concept. NAD are Nokian Tires authorized dealers in Europe, which currently generate up to 27 percent of sales in Central Europe. Nokian Tires is currently developing the next generation of the NAD concept.