Nokian Tyres describes its new skidder tyre, the Logger King LS-2, as the “ultimate workhorse for full-tree forestry work.” The all-new range is available in five sizes – 23.1-26, 28L-26, 24.5-32, 30.5L-32 and 35.5L-32 – with an ‘Extreme’ version available for extra demanding forestry applications at times when, as Nokian says, “normal is just not enough.”
Last month, talk of tyre testing irregularities came to the fore following Nokian’s admissions of “mistakes” in this area. In the April edition of Tyres & Accessories we follow up on this story in some detail with a survey of leading manufacturers’ responses to the issue of the day and an exclusive interview with Nokian president and CEO Ari Lehtoranta. While the detailed views of the world’s leading tyre makers are many and varied, they are all unified in their denials of any underhand behaviour relating to magazine and association tyre testing (see “Top tyre manufacturers deny involvement in tyre test manipulation” for the full story). And yet Nokian’s Lehtoranta has clearly pointed the finger at the broader industry on a number of occasions in the past – and apparently is continuing to do so.
Turre Legal, a Helsinki-based law firm, believes anyone who bought tyres from Nokian Tyres during the last decade could be eligible for a settlement, following the firm’s tacit admissions that it mishandled magazine tyre tests.
Along with Nokian’s admission and apology for “mistakes” in its practices concerning tyre tests, the Finnish tyre manufacturer stated that “several operators in the field… have been suspected or evidence has been presented against them of differences between tyres in magazine tests and tyres that are for sale in stores.” After the Nokian statement’s implication of other tyre manufacturers in malpractice regarding independent tyre testing, Michelin immediately responded by stating categorically that it has “never designed or manufactured tyres specifically for tests conducted by the media, automobile associations or any other organisations.” Tyres & Accessories approached 11 more of the world’s leading manufacturers, many of whose products regularly appear in magazine tests, for their response to the question: Have you ever designed or manufactured tyres specifically for tests conducted by the media, automobile associations or any other organisations? Listed below are their responses.
As in life, when it comes to tyre testing, honesty is the best policy. Nokian Tyres’ “worst day ever” happened at the end of February – with the Finnish manufacturer and well-known winter tyre specialist accused of manipulating tyre test results for a decade and then apologising for “mistakes” relating to tyre tests. The two quickest responses to the story were from Nokian Tyres itself and – more surprisingly – Michelin, which deftly pre-empted the widening of questions relating to tyre testing by putting out a statement of its own. As a result, both Nokian and Michelin have adopted exactly the right approach, from a communications perspective at least. Looking at the story through this lens we can see practical examples of the golden rules of PR in action – control the narrative, take initiative and tell the truth.
As well as admitting that its “practices concerning tyre tests have not always…been in line with the sustainable approach of Nokian Tyres” and that it has made “mistakes”, Nokian has now explicitly implicated other tyre manufacturers in tyre test rigging.
Yesterday was “my worst day ever” Nokian CEO Ari Lehtoranta tweeted on 27 February 2016. The reason? The last Friday in February (the 26th) saw Finnish news reports suggesting Nokian had cheated in tyre tests for a decade translated and distributed around the world. This was followed by an official statement in which Nokian apologised for tyre test “mistakes” and began to outline what it was doing about it, while also reassuring customers and consumers that its products have always been safe.
As news coverage of Finnish tyre manufacturer Nokian’s apparent involvement in fixing magazine tyre test results got underway on 24 February, the company was taking step to clarify its pay and bonus policies. One of the key parts of the firm’s statement “regretting” tyre test “mistakes” the firm also addresses concerns related to suggestions that the alleged tyre test rigging was financially motivated: “The board of Nokian Tyres has never decided on such stock option schemes that would have encouraged cheating in tests, unlike what has been implied in the media.”
Nokian Tyres has apologised for past “mistakes” with magazine tyre tests. In an official statement company representatives said: “we apologise and regret the mistakes we have made in the past,” adding that the company’s tyres have “always been safe.
Finnish newspaper Kauppalehti has accused Nokian Tyres of making bespoke tyres for tyre testers in order to improve its test results. And what’s worse the paper says it has been going on for 10 years. Kauppalehti cites internal Nokian emails it has seen as being evidence supporting its story.
Following the publication of this story, Nokian Tyres has issued a statement saying it “regrets” any “mistakes” it made in the way it handled magazine tyre tests.
According to a panel of 27 judges, Bridgestone Corporation is this year’s Tire Manufacturer of the Year. The company was named victor in this Tire Technology International Awards for Innovation and Excellence 2016 category at a gala dinner in Hanover, Germany last night. The winners of four other category awards and a lifetime achievement award were also announced.
Nokian has launched its latest summer tyre, the iLine, available in a wide range of sizes towards the end of the first quarter of 2016. Intended for small and medium-sized cars, the tyre’s major performance characteristics include a focus on fuel efficiency and better water dispersal with the Finnish manufacturer’s “Venturi Grooves”. Nokian has also used pine oil in its rubber compound for the tyre to increase durability.
Alexej von Bagh is to take over the responsibility for global Process development at Nokian Tyres as of 1 April 2016. Mr von Bagh will have responsibility for the overall process architecture and process development. Mr von Bagh reports to the president and CEO. “Alexej has been a strong driver in Vianor’s success. Vianor’s processes are world class and business is growing. He will take the planning and execution of the whole company’s process architecture to the top level”, says Ari Lehtoranta, president and CEO of Nokian Tyres.
A test of five size 205/55 R16all-season tyres by French publication L’Argus has resulted in a joint victory for Nokian and Goodyear. The Nokian Weatherproof and Goodyear Vector 4 Seasons Gen2 both gained 78 out of a possible 100 points in the evaluation of braking, handling, aquaplaning and traction characteristics. L’Argus reports that the Nokian tyre was top performer in the traction test and comes into its own in the snow, while the Vector 4 Seasons showed particular strengths in the wet, including during the wet braking test.
Nokian Tyres is to appeal a tax adjustment for the years 2007 – 2010, meaning the firm must pay an extra 87 million euros. 55 million euros of the figure are additional taxes and the remaining 32 million euros punitive taxes. Payment must be made in January 2016.
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