Nokian’s minimalist Reifen stand strikes premium pose
The inventor of the winter tyre, Finland’s Nokian Tyres had a stand in Hall Three that was striking for its minimalist, expressionistic Nordic feel… and because it had only one tyre model displayed on its stand. The tyre it did show was, as it would have to be, special: the Hakkapeliitta 7 studded tyre (255/35R20 97 T XL) was fitted to Nokian’s world record-setting modified Audi RS-6, driven by the company’s test driver Janne Laitinen, which travelled at 331,610km/h on the Gulf of Bothnia in Oulu, Finland. The tyre also made history in 2012 on the E-RA electric car built by students at the Helsinki Metropolia University of Applied Sciences that Laitinen also drove at record ice speeds – 252.09 km/h. Despite these feats, the tyre is the regular production model, sold mainly across the Nordic region and Russia, where the brand is number one in terms of “recognition and appreciation”.