NOKIA, Finland (Feb. 17, 2016) — Two-time Formula 1 World Champion and Finnish native Mika Häkkinen has agreed to become a brand ambassador for Nokian Tyres P.L.C., promoting safe driving and other corporate projects in the coming years.
“Mika is an iconic Finn who has shown with his personal example how to succeed and go to the very top in the world of Formula 1,” said Nokian Tyres President and CEO Ari Lehtoranta.
“He is a very down-to-earth person but at the same time an example of what the will to win and an uncompromising desire to reach ever better results can achieve,” Mr. Lehtoranta said. “This is exactly the kind of drive we at Nokian Tyres value highly. We can't wait to get our projects with Mika started.”
Mr. Häkkinen, who won F1 titles in 1998 and 1999 driving for Team McLaren, said: “I think being Finnish is all about having determination and guts — that Finnish ‘sisu' — the attitude to never give up. You need to constantly learn and develop new things to stay on top and be a winner.
“That applies to Nokian Tyres as well: Innovations and ongoing product development guarantee that they continue to be frontrunner and technology leader in tie safety.
“For me, it's paramount that I can trust my tires and their performance also under extreme conditions. Nokian Tyres are ‘Northproof' — developed and tested under northern extreme conditions and I know I can count on them no matter what situation.”
Nokian described the contract as “multi-year.”
Mr. Häkkinen won 20 grand prix races in 11 Formula 1 seasons. He also raced three seasons in the German Touring Car Chamionship, winning three races after he retired from F1 in 2001.