The brand created by the Finnish company Nokian Tires has undergone a rebranding in the Russian market. The network at the end of last year included 320 tire service centers throughout the country.
The Nokian Tires concern in 2022 decided to leave the Russian market and get rid of local assets, including the plant in Vsevolozhsk, which was bought by Tatneft. The Finnish tire manufacturer is also the owner of the trademarks Vianor (a network of tire service centers) and N-Tyre (a network of points of sale): they are also affected by the decision taken by the parent company on a controlled exit from the Russian Federation. Franchise networks have gone to local management and will continue to operate in Russia after rebranding.
Initially, Vianor was introduced in the Nordic countries : The centers offered customers a wide range of products manufactured by Nokian Tires, as well as a number of other tire brands. In addition, professional tire fitting services were provided here. Vianor entered the Russian market in 2005, when the first tire center opened its doors.
Over the past years, Vianor in the Russian Federation has become a professional franchise network, which has 320 tire service centers (at the end of December last year). Now the brand has gone through a rebranding: the new name of the tire service centers network is Ivanor (when written in Cyrillic — «Ivanor»).
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As emphasized in the press service of the company, the chosen new name and corporate identity are intended to emphasize that the network of tire service centers that has survived the renovation retains the quality and level of customer service. In addition, the visual design of both tire centers and the official website (Ivanor.ru will start working tomorrow, March 15) will remain recognizable to consumers.
It is reported that as part of the rebranding, Ivanor intends to develop in accordance with a new vector: we are talking about taking into account the various climatic and geographical conditions under which cars are operated in the Russian Federation. It is assumed that as a result, the network of tire centers will be able to better meet the needs of Russian customers.
Nokian Tires plant in Russia (photo from archive)
Another trademark owned by the Finnish concern Nokian Tires is N-Tyre mentioned above. In the Russian Federation, another franchise network operates under this brand, which has 101 points of sale (at the end of December 2022). As noted in the press center, N-Tyre tire centers can also join the network of the new brand Ivanor. tires, while about 60% of locally produced products were traditionally exported. Last summer, it became known that this enterprise would continue to produce automobile rubber, but under some unknown brand. As previously reported, the tasks of the current owner, Tatneft, will also include the search for new markets for products.