Nokian Tires hopes that its new test track in Santa Cruz de la Zarza will boost sales of its summer tires
Santa Cruz de la Zarza, a municipality of
4,200 inhabitants from Toledo, is the key piece of the Scandinavian Nokian Tires to increase its sales in southern Europe. The Finnish company, once related to the well-known mobile phone producer, has just opened its new test track in the municipality, and hopes it will help boost the sale of its range of summer tires.
“We plan to capture more market share with summer tires thanks to our new test center in Santa Cruz de la Zarza, in Toledo”, according to
Bahri kurter, Executive Vice President of Europe, in a statement distributed yesterday by the company. “In addition, we want to increase our presence in the German tire market and continue to expand our geographical presence in markets where our shares are smaller, such as Italy, France and Spain”
It is a land of
300 hectares with 10 slopes, in which expert pilots can reach speeds close to 300 kilometers per hour. The installation, announced in 2017, has involved an investment of around sixty million euros by the manufacturer, which is committed to a Premium positioning of its products.
At its Capital Markets Day, which was held in September, the company announced its medium-term strategy (3-5 years) with which it seeks to boost growth and increase its business volume by 50%. In this segment, the company plans to go from about six to nine million tires sold per year.
«We have had a
strong growth in the four season segmentBut not at the expense of our flagship product, winter tires. On the other hand, our approach to leveraging large rim sizes has been very successful, leading to higher share and faster growth than the market, ”according to Kurter.
.