Winter Tyres
Up until now, Nokian Tyres’ contract manufacturing has mainly been focused on Nordman branded winter tyres. The Finnish tyre maker now plans to increase summer tyre production as well in the Russian joint venture factory of Voronez, attaining an annual capacity of two million tyres in 2004 and also plans to introduce a new summer tyre brand at the year-end.
Good 4Q sales have helped Nokian to increase turnover and profits for last year. Sales rose 13.2 per cent to 479.2 million Euros (2001: 423.4 m). Operating profit was up at 60.1 million Euros (2001: 50.1 m) and profit before taxes rose 29.5 per cent to 48 million Euros (2001: 37 m). Sales from car tyres were up 17.5 per cent to 242.8 million Euros (2001: 206.6 m) and operating profit rose 10 million to 51.4 million Euros. Much of the tyre sales (73 per cent) came from winter tyres. There were increases too in sales of heavy tyres and bicycle tyres, but sales of retreading materials slipped slightly. The Vianor chain also showed an increase in turnover and profit.
In Germany, VW/Audi has embarked on a press publicity campaign for winter tyres. The program runs for October/November and includes tyre and wheel assemblies with tyres from companies Bridgestone, Continental, Dunlop, Goodyear, Michelin, Pirelli and Mabor Winter Jet, a Continental house-brand. The interesting point is that, when the tyre is purchased, a storing service is offered, accompanied by a free guarantee. The 24-month guarantee includes protection against punctures, damage caused by kerbing and vandalism. The guarantee is not restricted to VW or Audi cars. More information will be available under www.reifengarantie.de, although the page is not yet up and running.
Vredestein has introduced the Wintrac V XL, a V-rated winter tyre that has the same load capacity as W, Y and Z-rated summer tyres. With few, if any, winter tyres available at these higher speed ratings, drivers have previously had to fit V-rated winter tyres with lower load-carrying capabilities. The Wintrac V XL will be available for this year’s winter tyre season.
It has become a tradition that the tyre producer Continental invites the press to a “Santa Claus Event” around the 6th of December each year, presenting a certain topic/issue about the market. Whereas the group had been international for a couple of years, Conti returned to the original concept of an only German speaking group in 2001. Last year’s topic was the development and construction of 4×4 winter tyres and the problems this presents in addressing the contradictions in the expectations of performance. In addition, an optimisation of existing test methods of 4×4 tyres off the road was discussed with the journalists. The event took place in the Scottish Highlands. One outcome: Tyre suggestions for 4×4 cars can only ever be just a compromise – even if on a high level. The tyre has to perform well off the road and on the road. Safety aspects have to be taken into consideration as well: braking, handling and high speed performance have to be convincing as well. In addition there is the strong goal-conflict between driving performance and rollover danger. To put it in a nutshell: The ideal tyre that fits perfectly on every SUV for every use does not exist. This statement is as true as it is simple – and was demonstrated to the journalists’ group in the Highlands. The cars (Land Rover and M-Class) that had been equipped with Continental’s “4x4WinterContact” had to capitulate very soon in the muddy ground, because the tyres have been developed for different ground conditions. What makes it even more difficult for tyre producers is the fact, that there are insufficient testing standards for tyres on 4×4 cars. Tests are made either by the car industry of by the car magazines. Uniform procedures have not been developed yet. There can only be recommendations for the best case scenario.
Nokian Tyres has warned that its profits for its tyre chain in the fourth quarter, and for the year as a whole, will be lower than expected, although group sales and profits developed as expected during the autumn. The reason cited for lower sales was the mild winter so far in Nordic countries, which depressed sales of winter tyres.
According to the monthly investors’ update, the group is still under pressure. In the US the replacement business was quite good, not so in the OE business. In Europe, the group is suffering because of the warm weather, which is having a negative effect on sales of winter tyres, and in Asia, the company has been forced to lower prices due to the fact that cheap imports from China are putting pressure on prices. In a cost cutting move, Goodyear is offering an early retirement package for around 700 white collar workers, half of them working in the Akron HQ.
Time has come for German car drivers to renew their acquaintance with the cold season. Using their annual country-wide winter roadshows, Continental’s experts are explaining the aim and object of winter tyres with their better grip on low temperature roads. Because of a special compound – in contrast to summer tyres –they are made as flexible as possible for road temperatures below seven degrees, in order to produce enough grip when starting, braking or cornering. This flexibility ensures the necessary traction of the tread on asphalt, snow and ice. There are more and more car drivers who realise that adapting to winter tyres has more advantages than merely better grip; a view which is supported by constantly rising sales figures over recent years. Whereas in 1997 30 million of these winter specialists were sold all over Europe, demand rose to 37 million last year. In some European countries even more winter than summer tyres have been sold so far. Thus, last year’s winter tyre market share was about 40% in Germany, 59% in Austria, 57% in Switzerland and 61% in Sweden. About 16 million winter tyres were sold in Germany alone last year. The reason for this demand is the increasing number of new cars with their more powerful engine performance. The trend towards higher performance cars causes the consumer to order winter tyres designed for speeds over 190 km/h. Another reason: car drivers want fun when driving even in the winter, as long as road and weather conditions are appropriate. If possible, they choose tyres of the same size and speed rating as their summer tyres. Also, research by Continental reveals that fun-driving in winter need not be more expensive. Winter tyres will cost about 0,20 Euro each day in use.
Sales of Winter Tyres for 2000 were in line with those for the previous year. Roughly 16 million winter tyres were supplied to dealers in Germany last season. 1999 was a record year with sales of 16.1 million winter tyres. However, the Continental Group has been successful in increasing its market share of that figure to around 33%.
Nokian has released interim financial figures for the first nine months of this year. These show an increase in net sales of 7.4 per cent to 277.7 m Euro and an operating profit of 25.3 m Euro (11.9 m Euro for the same period last year). Net profit reached 9.1 m Euro (2.7 m in 2000). Nokian’s target for the year is to achieve a sales growth of around 10 per cent and improve on last year’s profitability.
Vredestein’s profits for the year 2000 have fallen to only 200,000 Euro (compared with 10.4 million in 1999). High raw material costs and the disappointing sale of winter tyres were cited as the main reasons.
Michelin has released sales and market details for the year 2000. Consolidated net sales rose 11.9% to 15.396 bn Euro (1999: 13.763 bn). Growth in the 4th quarter was slower than the previous nine months. For the year, European V/Z car tyre sales rose 41.6% in a market which grew by 13.3%. European truck tyre sales rose 1.7% in a flat market. In the USA, 4×4 and light truck sales rose 27.7%. Financial results will be made public on 27 February.
In the German tyre retailing business, the mood has swung towards the negative side over the last year. This is the main result of an annual poll carried out by the Marketing + Management-Systeme (MMS) among 2,400 German tyre retailers. According to the MMS-report, 80 percent of tyre retailers have been disappointed in their economic expectations. Among the co-operation members this is even higher at 85 percent. The main reason for the depressed mood has been the disaster of the winter tyre business in 2000 and there is no sign of any compensation in the form of new business activities. For 80 percent of the companies questioned, their central goal is to improve their service quality during this year. One year ago 30 percent of the retailers had stated that their expectations had been more than fulfilled, for 49 percent the expectations had been fulfilled. This time there are just three percent for whom the expectations have been more than fulfilled and another 17 percent who had achieved their aims. The most serious problem is the high quantity of winter tyres in stock. They block the capacities for the coming summer tyre season and cost a lot of time and money. First calculations are that 28 percent of the winter tyres have been not sold, which means a volume of five million units. With an average worth of 85 DM this adds up to an amount of approximately 400 million DM up to 425 million DM.
The car fleet servicing market in the UK is a very tough business. The size of this segment become evident looking at new car registrations in the UK last year, 57% of more than two millions were fleet vehicles. In absolute figures the German market surpasses the British, but the proportion of fleet cars is less. The potential is enormous: Industry sources say that the average fleet car needs 1.8 tyres replaced a year, which gives a total market of 9 million tyres in Germany. And it should be remembered that fleet cars are normally newer than the average, travel more miles per year and fitment rates of winter tyres are higher than for private cars. A fleet service provider knows how much he has to pay for tyres per mile. It should be routine to ask whether the fleet has the right cars and the most suitable tyres, but could another model of car be more appropriate to the needs of the fleet because of how it is used? Car fleets need a mobile fitting network wherever the cars are driving. The tyre dealer carrying out the service on behalf of a leasing company must know the state of the tyres, has to ensure that they are at the correct pressure, has to identify the reasons for unbalanced abrasion patterns and has to fit the car with winter tyres before the first snowflakes fall. Whoever wants to participate in the growing market segment of car fleets has to be fully professional – and he has to invest money. For example, an integral component of car leasing or full service fleet management systems is the use of the Internet. All those involved in the package use the Internet as a communication platform and they want to reduce the costs for the fleet parc. Customers are very interested in quality; the package they anticipate is more than “only” good tyres. Car fleet servicing might be an opportunity, but not a cheap one.
Nokian Tyres has reported its Q2 results, which proved better than analysts expected. While sales were as forecast (up 11.7 per cent to 95 million Euro), operating income was much higher than predicted at 8.5 million Euro, with an operating margin of 8.9 per cent (last year, 3.5 per cent). Results were helped by the 1.9 million Euro operating profit recorded by the Vianor retail chain. Analysts are cautious about the outlook for the second half of the year, with much depending on winter tyre sales.
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