Strategy and targets
Our strategy and financial targets
Making the unpredictable predictable
Nokian Tyres’ strength lies in deep experience with extreme weather conditions. Making the unpredictable predictable in any weather condition reflects our heritage and direction.
“Over the past years, Nokian Tyres has navigated the most significant transformations in its history. This period has been a complete strategic reset as we rebuilt the new Nokian Tyres platform. As we now enter the next phase of our development, we will refocus on sustainable, value‑driven growth. This positions us to take better control of the unpredictable also in the future and will reduce our exposure to geopolitical risks”.
President and CEO Paolo Pompei
Nokian Tyres strategic market segments
- Passenger Car Tyres: market‑leading position in winter tires and above‑market growth in all‑season and all‑weather segments.
- Heavy Tyres: above‑market growth in agricultural and forestry tires.
- Vianor: a key enabler in Europe, serving as a sales and service channel for both passenger car and heavy tires.
Nokian Tyres is a focused, niche player in the global passenger car and heavy tire markets.
Targets and Ambitions
Financial Targets
Nokian Tyres' financial targets extending until the end of 2029 are:
- Net sales: EUR 1.8–2.0 billion
- Profitability: Segments EBITDA > 24% and Segments operating profit > 15%
- Capital structure: Net debt/Segments EBITDA < 2
The company’s dividend policy remains unchanged: the target is to distribute at least 50% of net earnings.
The company has defined a range for net sales and aims to keep Net debt/Segments EBITDA below 2.
Segments EBITDA as a percentage of net sales is prioritized as its key profitability metric.
Non-financial targets
Nokian Tyres non-financial targets focus on bringing new environmental and safety innovations to products, reducing CO₂ emissions in line with the Science Based Targets, further improving workplace safety, monitoring the sustainability of suppliers, and developing personnel wellbeing. The Board confirmed the following previously announced non-financial targets in April 2023.
Nokian Tyres will, for example:
- Increase the share of recycled or renewable raw materials in tires to 50% by 2030
- Reduce absolute Scope 1 and 2 GHG emissions by 42% by 2030 from 2022 base year
- Achieve net-zero greenhouse gas emission level by 2050 in line with the Net-Zero Standard of the Science Based Targets initiative
- Decrease accident frequency (LTIF) from 8.3 (2018) to 1.5 by 2025
- Audit 100% of significant high-risk suppliers by 2025
- Develop personnel wellbeing
Value Creation
Nokian Tyres creates value to its stakeholders through innovative tire solutions, sustainable practices, and a strong focus on safety and performance.
See howRead about our strategic progress
Nokian Tyres Betula concept tire features raw material made from residue birch bark
Nokian Tyres received a leadership-level score from CDP for actions against climate change
The Nokian Tyres Green Step Ligna concept tire wins at the New Wood 2025 bioeconomy breakthrough competition
The Nokian Tyres Green Step Ligna concept tire, developed in collaboration with UPM, was named the winner of the 2025 New Wood competition.