Nokian Tyres delivers in the snow, but will scandal stop them in their tracks?
Nokian Tyres took us to its “White Hell” test facility, located in the northernmost point of Finland, to show how well its tires manage the
The Finnish company’s testing center spans 1,730 acres across
When we arrived, four Audi Q5s and one Audi RS4 were staged on the frozen lake course. Of course, the Audis were sporting the latest Nokain rubber: the studded Hakkapeliitta 8s and stud-less Hakkapeliitta R2 tires.
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The long Finnish name, Hakkapeliitta, comes from an old war chant named “Hakkaa Päälle,” which translates to “hit them in the head.” Thankfully, instead of hitting me in the head, Nokian had me strap into these German machines to try out the tires.
Making my way around the track, I found the Hakkapeliitta R2s quicker to stop and more maneuverable than the competing studless Cooper and Michelin tires. Of course, this was a Nokian event, so the tests probably played to the Nokian tires’ favor.
Nokian Tyres has over 20 testing tracks.
The studded Hakkapeliitta 8s, designed to handle the worst winter conditions, feature small, flush-fitting studs. Naturally, a studded tire will produce a stronger grip against the ice and snow than its studless counterpart. The less-aggressive R2s are made for “slippery urban intersections and snowy rural roads.” The R2s feature the company’s new Cryo Crystal Concept rubber compound, which includes “microscopic, multi-edged crystal-like particles” that boost the optimal lateral and longitudinal grip.
With Nokian’s key markets being Russia, Ukraine, and assorted Nordic countries, the Finnish brand isn’t exactly a household name stateside; however, Nokian’s marketing director for North America, Steve Bourassa, says the company is developing a plan to strengthen its business in the United States and Central Europe.
“Nokian Tyres has excellent distribution in core winter areas across the United States, particularly in the Northeast area,” Bourassa said. “We are looking to extend our reach further into the Midwest and southern states with our all-season and all-weather products.”
Here’s the catch: On my trek home, some not-so-encouraging news broke regarding Nokian Tyres and its testing procedures. Kauppalehti, a Finnish financial newspaper, reported Nokian had been manipulating tires and test results up until last year. So, plans of expansion might come to somewhat of a halt for now.
Hakkapellita R2 SUV tire
Although I was assured the tires used during my time at Ivalo were not modified in any way, it still put a little damper on the experience.
Nokian Tyres president and CEO Ari Lehtoranta acknowledged the issue, saying, “We sincerely apologize for our actions in the past and want to earn the trust of the consumers and customers in the future, as well.”
The company tests from November to May in the
The test drivers go through years of extensive training before they can actually work with the tires. Only after developing their tire knowledge and driving skills do the drivers head to the snow to handle the tracks and icy straights.
So, the Nokian tires performed the best out of the three, but like we said, that’s how these things usually work. When the brand gets more widespread here, we encourage you to take a look. However, what we can say for sure is that if you experience any sort of winter weather, or even low-to-freezing temperatures, you should invest in some winter tires. Instead of your commute being a white-knuckle affair, you’ll be as calm as a reindeer in the Finland snow.
