Nokian rebranding reflects company's growth strategy

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.

"As a Scandinavian company, taking care of people and the environment comes very naturally to us," said Hille Korhonen, president and CEO of Nokian.

"We want to be the top choice for demanding consumers—those who look for complete peace of mind by choosing state-of-the-art technology and safety, as well as support brands that take responsibility for the planet and its future."

Korhonen said the branding will help as the company, known for its winter tire products, becomes a stronger player in North America with its overall lineup.

"Our strong roots as a Scandinavian tire manufacturer and a pioneer in challenging conditions enable our successful expansion to other segments, including summer and all-season tires," she said. "The brand emphasizes complete peace of mind. In this sense, it supports our growth very well."

Nokian, which posted sales of $1.77 billion in 2017, recently reported that sales in North America jumped 15.2 and 8 percent in Europe over that time span. Its strongest region of sales growth was Russia/Eastern Europe, which climbed 46.4 percent.

As the company celebrates its 120th anniversary this month, Antti-Jussi Tahtinen, vice president of marketing and communications, said the new graphic design "takes inspiration from the original typeface that was already used in the 19th century."