Foothold strengthened in core markets

The Vianor tyre chain is the biggest and most extensive in its field in the Nordic countries, Russia and the CIS. At the end of 2010, the chain comprised 771 stores in 20 countries in Nokian Tyresí core markets. Nokian Tyres owns 169 Vianor stores, while the rest operate on a franchising or partnership principle.


Vianor tyre chain sells passenger car, van and truck tyres, as well as heavy tyres. In addition to the Nokian brand, Vianor sells other leading tyre brands and a variety of automotive products, such as rims, batteries, and shock absorbers. Vianorís services include tyre changes and fitting, as well as oil changes, car service and tyre hotels, depending on the store. The goal is to make service sales a key part of Vianorís growth and profitability.

In 2010, the sales of Vianorís own stores developed positively in all customer and product groups, with the biggest improvements seen in the winter and truck tyre segments. Vianorís market shares rose year-over-year in its core markets. Profitability was boosted by clear growth in service sales.

Vianor spearheading Nokian Tyresí growth strategy

The Vianor tyre chain spearheads the Groupís growth in markets that are strategically important to Nokian Tyres. Vianor is the leading tyre chain in the regions where it operates, building a foundation for permanent market shares for the Groupís products. In its own tyre store network, Vianorís key objective is to maximise the sales of Nokian-branded tyres, to maintain the target price level, and to develop service concepts and processes.

The Vianor concept offers several business-friendly services to entrepreneurs in the partner network; strong brands, training and technical support. Nokian Tyres provides Vianor outlets with support for advertising and sales promotion and guarantee fast deliveries to them, especially in the peak season.

Co-operation between Vianor and Nokian Tyresí manufacturing offers synergy benefits. Advanced data systems improve design, monitoring and reporting. Vianor offers Nokian Tyres a direct communication channel to the end user and provides valuable information for service development.

Vianor net sales