In its short-term targets, Nokian Tyres will control cost and prioritize cash flow.

Nokian Tyres CEO Jukka Moisio said, “We will continue to provide our customers and consumers with world-class products and services, while at the same time keeping costs under strict control. We will prioritize cash flow by cutting back investments and actively managing working capital.”

“In this volatile market environment, our focus in the second half of 2020 is tactical. A more thorough review of our longer-term growth strategy will take place once the market has stabilized.”

Navigating through COVID-19 by the resilient Nokian Tyres team

“I am pleased that our rapidly implemented measures to limit the impact of COVID-19, by safeguarding the health of our employees and maintaining business continuity, have proven to be effective. This would not have been possible without a high level of commitment and flexibility from the whole Nokian Tyres team,” says Moisio. “We have a valued brand, strong operations and a capable, experienced team – solid assets to build on.”

“Nokian Tyres has a strong balance sheet and we strengthened our liquidity position further in the first half of the year. We have increased our focus on working capital management, taking manufacturing downtime to reduce inventory levels and reducing capital spending to ensure a healthy cash flow. As visibility to the market remains low, it is essential that we continue keeping costs under strict control.”

Driving top-line growth by new products

Looking beyond the short-term tactical focus, driving top-line growth is Nokian Tyres’ number one priority. To achieve that, Moisio highlights the importance of having the correct product line-up and an extensive pipeline of new product launches:

“We want to ensure that the innovation pipeline in Passenger Car Tyres and Heavy Tyres is strong and that we continuously launch new tyres that meet the consumer and customer needs. We have a record number of new product launches planned for the coming months which will be a key driver for boosting sales,” says Moisio.

“Penetration is still low in certain markets, so a lot more work needs to be done in expanding distribution, commercial marketing and convincing consumers,” says Moisio. “As a premium tyre manufacturer, Nokian Tyres is known for its high quality, innovative and safe products, and we will continue to build on this strength.”    

The heavy investment phase is behind – time to generate cash flow

Nokian Tyres has made significant investments in recent years: the new US factory, the testing center in Spain, and the Heavy Tyres capacity expansion in Finland.

“We have a unique production platform consisting of three factories that allows us to scale output up or down according to demand and further improve service levels. All three factories have important roles in Nokian Tyres’ growth plan. In North America, we continue to ramp-up the new factory. At the same time, we aim to maximize production in Russia. Our factory in Finland is the key location for R&D, prototyping, testing and manufacturing of more specialized tyres, in addition to normal volume production. And our Heavy Tyres’ growth is supported strongly by the expansion of the Finnish factory with the state-of-the-art technology.”

“The investment phase is starting to be behind us, which will further support our free cash flow generation. Now we need to make sure that we benefit from these investments in the best possible way. The capacity and capability available will help us increase sales once the market rebounds,” says Moisio.

The Victra Sport 6 and HP6 tyres from Maxxis have won the Red Dot Product Design Award for 2025 in the Vehicle Accessories category.

The Maxxis Premitra HP6 features improved rolling resistance, effective braking, a smooth ride, improved mileage for longer travel and accurate handling in wet situations. Designed for sport and luxury automobiles, the Maxxis Victra Sport 6 is an ultra-high-performance tyre that works well with electric and plug-in hybrid vehicles. It offers outstanding handling and performs quite well at sporty, faster driving. Both the tyres are available in Europe.

Red Dot Award winners are selected by a panel of 40 worldwide professionals who test, analyse and assess each entry in one of the biggest design contests in the world. The categories for awards include Design Concept, Brand Communication and Product Design. Winners will receive the Red Dot trophies during a banquet in Essen, Germany, on 8 July.

Continental's SportContact 7 tyre has emerged the test winner in this year's Auto Bild sportscar summer tyre test (issue 6/25) with an overall grade of 1.2 (exemplary).

Seven tyre models in the sizes VA 245/35 R 20 and HA 295/30 R 20 from European, Asian and American manufacturers were tested by the editors. The Lotus Emira served as the test car. The SportContact 7 scored top marks in wet handling, cornering, braking and aquaplaning. It had a 43.7-metre braking distance from 100 kmph on wet asphalt, which put it four metres ahead of the second-place tyre and eleven meters ahead of the last-place tyre. It clinched an intermediate score of 1- for the wet tests, which puts it far ahead of its rivals in the test field. After 31.2 metres at 100 kmph in the dry testing, the tyre came to a complete stop. Overall, the tyre received an intermediate 1- throughout the five dry categories.

The SportContact 7 is specifically made for high-performance sports cars that may be powered by electricity or conventional power. Several automakers have authorised it, and it comes in sizes ranging from 18 to 24 inches. Continental concentrated on achieving excellence in every performance criterion throughout development in order to maximise driving enjoyment and safety.

Andreas Schlenke, tyre expert at Continental, said, "The SportContact 7 took first place in the AUTO BILD sportscar test in both wet and dry conditions. This once again proves its leading position in the sports and UHP tyre segment.”

The final verdict from the tyre testers read: "Conti's sport tyre sets the standard for braking on dry and wet roads and offers a big plus in driving safety. Stable, well-balanced handling on dry roads.”

The U.S. Tire Manufacturers Association (USTMA) has welcomed the bipartisan passage of H.J.Res. 61, a resolution that improves environmental stewardship and lessens financial constraints on tyre manufacturing plants.

The resolution, co-sponsored by more than 20 representatives from 14 states and introduced by Representative Morgan Griffith (R-Va.), repeals the EPA's 29 November 2024 updated rule on Rubber Tire Manufacturing National Emissions Standards for Hazardous Air Pollutants (NESHAP). With nine co-sponsors, Sen. Tim Scott (R-S.C.) spearheaded the campaign in the Senate with S.J.Res. 24. Before the House vote, USTMA sent in a letter of support for the measure. 

According to the EPA's own evaluation in 2020, the current guideline offers a sufficient margin of safety to safeguard human health and avert a negative environmental impact. On 29 November 2024, however, the EPA released an updated final NESHAP rule that added emission restrictions for total hydrocarbons (THC) and filterable particulate matter to the current NESHAP regulation, in defiance of the agency's own judgment. Because of this, tyre factories must build and run a large number of control devices called regenerative thermal oxidisers, which require a large amount of natural gas to burn impurities. In an effort to lower insignificant HAPs, these new control devices raise carbon emissions while placing a heavy financial burden on tyre manufacturing facilities with no clear emissions reduction target.  

The EPA's objective to protect America's clean air is shared by USTMA member companies. In order to reduce the negative impacts on the American tyre manufacturing business, the environment and the American economy, the USTMA supports Congressional action to overturn this final rule, even as it continues to collaborate with the EPA, the association stated.

Anne Forristall Luke, President and CEO, USTMA, said, “Tyre manufacturers have long understood and complied with the existing NESHAP standards to reduce hazardous air pollutant (HAPs) emissions from tyre manufacturing. However, the agency’s revised final NESHAP rule creates an adverse environmental impact, while imposing significant financial burdens on tyre manufacturing facilities and providing negligible, if any, benefits. The industry appreciates the Congressional leadership and bipartisan efforts in getting this resolution passed.”

China's tyre industry posted modest growth in 2025 with its total brand value edging up from USD 2.7 billion to USD 2.8 billion, according to Brand Finance's latest Tyres 25 2025 report.

Sailun strengthened its position as China's most valuable tyre brand with a 13 percent increase in brand value to USD 905 million. The manufacturer achieved a significant milestone by breaking into the global top 10 for the first time, displacing Japan's Toyo Tires. Sailun also emerged as China's fastest-growing tyre brand this year, with Brand Finance's market research highlighting the brand's strong credibility both domestically and in international markets.

Linglong Tire retained its status as China's strongest tyre brand despite a 2 percent decline in brand value to $785 million. The company recorded a Brand Strength Index score of 62.6 out of 100, earning an A+ brand strength rating. According to Brand Finance's analysis, Linglong's performance is primarily driven by its eco-friendly product range and overseas expansion initiatives.

"China's tyre sector may have seen modest growth, but brands like Sailun and Linglong Tire are clearly leading the charge. Sailun's rise in global rankings is a testament to its growing reputation, not just in China but around the world. The brand’s growth is driven by high credibility both locally and internationally, while Linglong continues to maintain its position by focusing on brand strength and sustainability. These brands prove that even in a challenging market, staying innovative and connected to consumers can drive real success,” said Scott Chen, Managing Director of Brand Finance China.

Other Chinese brands featuring in the global rankings include Sentury Tire (down 12 percent to USD 332 million) at 19th position, CST (down 1 percent to USD 289 million) at 22nd, and Triangle Tyre (valued at $226 million), securing the 25th spot.

The combined brand value of the world’s top 25 tyre brands increased by 5 percent to $38.8 billion, outperforming the largely stagnant broader automotive industry. Manufacturers are heavily investing in innovation to meet evolving market demands, including green tyre technology, innovative RFID-enabled products and specialised offerings for electric vehicles.