NOKIA, Finland — Nokian Tyres P.L.C. is recasting its Nordman brand as a true stand-alone associate brand designed for "value-driven" consumers in North America and Nordic countries.
The brand, part of Nokian's assets since 2004, launches this fall/winter season as a standalone product line, starting with Nordman North 9 winter tire in passenger and SUV versions with studded models available.
To differentiate Nordman from Nokian, the company has created a distinct logo and visual design and will take the brand to market with the slogan: "Nordman – Tires for Your Direction."
Nokian said separating Nordman as its own brand will position the product with customers "more effectively,' will make a "clearer story" for dealers to share with their customers and allow it to diversify product offerings.
While pitching the product as designed for "value-driven" consumers, Nokian Tyres did not provide pricing information at this time for new Nordman tire line, saying the price difference between Nordman-branded and Nokian-branded products will vary by size.
Nokian said it plans to expand the brand's portfolio to include all-weather and all-season versions for wider market coverage. The Nordman products are produced at Nokian's factory in Nokia.