Experiencing Nokian at 3000 Metres

Experiencing Nokian at 3000 Metres
Nokian Tyre chose the snowy Copper Mountain, Colorado peaks to test its four winter tire offerings. (Photos and video: Thomas Ethier)

Nokian Tyre invited automotive journalists and distributors 3000 metres up into the beautiful Colorado Mountains to test its new Hakkapeliitta LT3 winter tire.

– Check out the TireNews pictorial at the bottom of this page for more info –

In keeping with its mission and market positioning of safe, dependable tires, Nokian invited guests from January 28th to February 1st in a setting with challenging conditions that eloquently illustrated the type of adventures for which these tires were designed.

“There are no bad conditions, there are only bad tires,” is the conclusion stated by one of the many Nokian Tyre marketing videos. This statement is exactly what the wintery circuits created for the event, allowing participants to discover for themselves, as they tackled the challenging circuits riding on Hakkapeliitta 9 SUV, Hakkapeliitta R3 SUV, WR G4 SUV and the all-new Hakkapeliitta LT3 Nokian winter tires.

Hakkapeliitta LT3

The featured tire was mounted on a Chevrolet Silverado, which was used on an oval circuit comprising of sharp corners, deep snow and ice. Aramyde technology combines a complex tread design and reinforced sidewalls and the addition of new, innovative galvanized steel studs.

This new generation of rust-resistant studs, which are a distinguishing component of this new tire, are longer than previous studs. Two types of studs, lateral and centre-mounted, are positioned at a precise angle across the tread surface to offer superior handling, acceleration and braking performance.

Winning Over North-American Market

“Our distributors regularly point out that the hardest sale for Nokian tires is the first one. It has a higher pricing point, but once they’ve tried them, customers return, they become loyal Nokian tire customers,” points-out Nokian Tyre Communications Director, Wes Boling.

This is exactly the message that the tire company is communicating to its distributors, as they ramp up activities related to the ambitious objective announced earlier this year: doubling Nokian tire sales by 2023. Nokian is increasing investments, most notably in product development and communications.

The tangible results of these initiatives to grow sales include a 58% increase in Facebook and Instagram presence, while brand recognition is up at 38%.

“The brand is well established both in Canada and across the North-American market,” explains Hans Dyrman.” We continue to expand our product lines to better meet customer demand in these regional markets.”

Snapskan

Nokian also used the event to introduce Snapskan, a new system which is being rolled out across the globe to increase the precision of tread depth measurements. The system can be installed in garages and parking areas to measure tire wear and send condition reports to customer smartphones.

Take a look at the following pictures to find out more about the Cooper Mountain Nokian Tyre Media Experience:

In addition to testing the new Nokian tires, participants had access to a Tesla Model X.
A picture which does justice to Nokian’s message: Peace of mind, in all conditions.
Mountain bike mounted with studded Nokian tires.
Product Manager, Steve Bourrassa, North America Marketing Director, Hans Dyhrman, and Nokian Tyre North America Communications Director, Wes Boling
The lighting device is used to indicate the positioning of the lateral and center-mounted studs shown here on the new Hakkapeliitta LT3.
The complex tread design, with technologically advanced sipes, lugs and grooves offers superior winter and all-season performance.
The new stainless steel studs on the Hakkapeliitta LT3 are longer than those used for previous models.
This picture shows conventional winter tire studs used on tires from a competing brand alongside the new, longer stainless steel studs used for the new Hakkapeliitta LT3.
Participants in the January event were treated to endless snowy vistas and breathtaking scenery.
Nokian Tyre North America Marketing Director, Hans Dyhrman alongside Nokian Tyre Product Manager, Steve Bourrassa
The new Nokian Hakkapeliitta LT3
The enthusiastic participants didn’t hold anything back, but the Nokian tires were up to the task.

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