Nokian's Nordman brand aimed at 'value-driven' customer

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.

Nokian claims the Nordman North 9 and 9 SUV tires offer balanced, reliable and safe performance on snow, slush and ice thanks to an "aggressive" tread pattern that incorporates 3D siping and lightning-shaped Snow Grip Boosters.

The tires' tread compound features a high concentration of natural rubber catalyzed by canola oil, which helps silica and NR work together to deliver grip on snow and ice. The use of NR helps the tire remain soft in cold weather, Nokian said.

Nokian will offer studding in both Nordman North variants. Nokian's digitally optimized studding capabilities raise the level of safety especially on icy surfaces.

The Nordman North 9 product launches in 32 sizes covering 15- to 20-inch rim diameters and with a T speed index (capable of sustained speeds of up to 118 miles per hour). The size range starts at 215/70R16 and carries through to 275/60R20.