Finnish Pride: Nokian Heavy Tyres granted use of ‘Key Flag’ symbol

The Association for Finnish Work (Suomalaisen Työn Liitto), a Helsinki-based organisation tasked with raising the profile of Finnish-made products and ensuring their success, has granted Nokian Heavy Tyres the right to use its Key Flag symbol on tyres, wheels and retreading materials. The Key Flag denotes that these products are produced in Finland and contain at least 50 per cent domestic content when calculated by break-even cost.

Pointing out that every heavy-duty tyre, wheel and retreading material it produces has been designed and manufactured in Finland, with only its truck and bus tyres manufactured elsewhere in the EU, Nokian Heavy Tyres says it wants to “honour its origins and point out that its products are made in Finland.”

“We have always wanted to make sure our customers and stakeholders know, where our tyres are designed and manufactured,” says Manu Salmi, managing director of Nokian Heavy Tyres. “We are proud of our long history and high expertise, which represents the world’s absolute top in our industry – our forestry tyres being one prime example.”

Positive associations

The Key Flag was first introduced in 1965. Explaining the symbol’s importance, Reetta Mentu, marketing manager of The Association for Finnish Work, says: “Consumers associate the Key Flag symbol with a positive image of domestic quality, reliability, safety, responsibility and employment.

“With the Key Flag symbol, companies can communicate important values to their customers and other stakeholders. 92 per cent of the companies that have been awarded the Key Flag symbol state that the symbol supports the sales of products and services.”

Usability & quality

According to Nokian Heavy Tyres, the design from Finland mark is a testament to Finnish, responsible and professional design. “When it comes to our products – for example, the tyres and wheels for heavy machinery – we pick our chosen materials based on their sustainability and safety,” adds Manu Salmi.

“We want to ensure the usability and high quality of our products. The new research and development centre, in Nokia, which has been running since 2020, is one concrete example of this endeavour.”

The tyre maker emphasises that it has invested heavily in product development in recent years. “We are a global player. And we wouldn’t do this well without our international staff and partner network,” says Salmi. “But at the same time, we are very proud of our Finnish roots. “It is an honour for us to show the rest of the world what amazing design work and products we do here in Finland. And I am very happy this effort has now been recognised.”