Nokian: Bring your ideas for the next sustainable tire concept to 'White Hell'

NOKIA, Finland—The "elevator pitch" concept is being given a horizontal makeover, thanks to Nokian Tyres P.L.C.

The Finnish tire maker is challenging startups, businesses, students and academics to pitch innovative ideas for more sustainable tires—as long as they can do it in the time it takes a Nokian test driver to navigate one lap on a circuit at the company's Ivalo, Finland, tire testing center, better known as "White Hell."

The individual making the winning pitch will receive a prize of 10,000 euros ($11,750 at prevailing exchange rates) and have the chance to collaborate with the Nokian Tyres research and development experts to craft his or her idea into reality, Nokian said.

The process to get there is known as the "Fast Race/Big Change" challenge and is tied to Nokian Tyres' sustainability goal of ensuring that half of the raw materials its uses in tire manufacturing are recycled or renewable, with CO2 emissions from production cut by 50 percent.

From all the applicants, a group of finalists will be chosen, Nokian said, and invited to make their pitches on April 7 at the Ivalo Test Center, located 180 miles above the Arctic Circle in Finnish Lapland.

Speeding on a test track in an electric vehicle driven by a Nokian Tyres test driver, the finalists need to convince the panel of judges of their innovation with a pitch lasting one lap.   

Applicants have until March 9 to submit their entries, at the dedicated page set up by Nokian.

The launch of the challenge comes a few weeks after Nokian introduced its "Green Step" concept tire consisting of 93% recycled or renewable materials.