Premium tyre manufacturers taking the lead in Russia
It is apparent that the Russian tyre market is one of the most vibrant and emerging in Europe. Not only is this market, with a volume of 40 million passenger car tyres (replacement market) among the largest of the world (and soon will even overtake the German tyre market, traditionally Europe’s strongest), the position of market players in the competitive environment that is the Russian tyre market is changing, and new players are taking over from the well-established. While Russian tyre manufacturers are struggling to position themselves and their products in the profitable branded market segments, companies such as Nokian Tyres and Continental, along with Bridgestone, Michelin and Goodyear continue to dominate the game with their premium and secondary tyre brands (e.g. Gislaved from Continental). These manufacturers are successful in increasing their relevance to the Russian tyre market to a large extent because they benefit from controlled distribution, as the example of Nokian shows.