NOKIA, Finland—Nokian Tyres P.L.C. is redesigning its branding in an effort to market itself more effectively in the company's strategic growth areas of North America and Central Europe. The change also reflects the tire maker's "long history, sustainable business and Scandinavian values."
Nokian said the look includes softer, more natural colors but will include the its familiar birch green. The new brand image will be introduced during a campaign that begins this month.
Tommi Heinonen, head of Nokian Tyres North America, said the Nokia-based firm must build brand awareness in North America ahead of the opening of its first North American plant, scheduled to begin production in Dayton, Tenn., in 2020.
"This brand evolution is a key building block as we invest in growing the Nokian Tyres brand in new areas that are primarily served by our expanding line of all-season products," Heinonen said.
Nokian said it always has prioritized sustainability and respect for life as core values.