Nokian Tyres launches sustainability innovation challenge

One lap to change the future

Nokian Tyres is launching an innovation challenge to change the future of driving. The “Fast Race, Big Change” challenge is an open competition inviting start-ups, businesses, students and academics to innovate for more sustainable tyres. The finalists will be offered the unique opportunity to pitch their idea at Nokian Tyres’ legendary – and rather dauntingly named – ‘White Hell’ tyre testing centre in Lapland, during one lap on a test track. The winner will have the chance to collaborate with the Nokian Tyres R&D experts to craft their idea into reality.

In the race against climate change Nokian Tyres is looking for the most sustainable tyres yet. The Fast Race, Big Change open competition aims at finding new solutions for making tyres more sustainable. The winner of the challenge will receive a prize of 10,000 € and the opportunity to explore a business or development partnership with Nokian Tyres.

From all the applicants, a group of finalists will be chosen. The finals will be held on April 7th at Nokian Tyres’ Ivalo Test Centre White Hell, situated in Finnish Lapland, some 300 km above the Arctic Circle. Speeding on a test track in an electric vehicle driven by a Nokian Tyres test driver, they need to convince the panel of judges of their innovation with a pitch lasting one lap.

Ambitious goals

Nokian Tyres has set ambitious goals in terms of sustainability: by the end of 2030, 50 per cent of all raw materials used in the tyres will be recycled or renewable, and the CO2 emissions from production will be reduced by 50 per cent. In January 2022, Nokian Tyres introduced the Nokian Tyres Green Step concept tyre. It is a masterpiece of sustainable innovation with its ambitious design, in which 93 per cent of the materials are recycled or renewable.

Nokian Tyres’ company purpose is to empower the world to drive smarter. Decisions around safety, sustainability, and predictability are made every day. Sustainability plays an increasing role in what customers and consumers expect from their tyres, believes the company.