Nokian Tyres Inc. is taking renewed aim at the ultra-high performance (UHP) all-season segment with a new product, the Surpass AS01, that has been years in the making.
UHP all-season is “a key segment for the North American consumer and something we had previously been involved in, most recently with the (Nokian) zLine A/S,” Steve Bourassa, Nokian’s director of products and pricing, said earlier this week at a ride-and-drive event in Las Vegas, Nev.
Available in 65 sizes fitting wheels of up to 21 inches in diameter, the Nokian Surpass AS01, which replaces the long-departed zLine A/S, boasts puncture-resistant, Aramid fiber sidewalls; special silica compounding for optimal handling and longevity; wide circumferential grooves for enhanced wet surface traction; and a wide range of other features.
The tire also features Nokian’s Driving Safety Indicator, which is built into the tire’s tread and enables drivers to monitor tread depth levels.
Nokian is positioning the Surpass AS01 as an "upper tier-two product," said Bourassa. “We’re very, very excited to bring this to the market. It’s something we felt we needed to round out our product offering."
Performance and value
The Nokian Surpass AS01, which was put through the paces at the Las Vegas Motor Speedway, is manufactured in Finland, but has been designed specifically for the North American market and is shipping to tire dealers now.
Bourassa said that Nokian’s plant in Dayton, Tenn., has the ability to manufacture the Nokian Surpass AS01. “At the time we wanted to start production, our Dayton factory was focused on other things and we didn't want to slow them down. But in practice, we have the capabilities to transfer (production) to Dayton. We have options.”
The new tire benefited from a longer-than-normal development cycle, “which ensured it’s well-suited for the North American consumer,” said Bourassa.
“We had a concept” of the tire dating back “five to six years. We got to try out (different designs) and experiment... and have more prototype rounds and cycles. This allowed us to take full advantage” of Nokian’s product development capabilities, with the bonus of additional rounds of product testing.
“The differences between this product and our previous-generation product are striking. We were able to ratchet up almost every single aspect of the tire – dry grip, wet handling, wet grip, winter conditions, mileage... it really is a big step (up) for us in performance.”
The Nokian Surpass AS01, which comes with a 55,000-mile treadwear warranty, also bears Nokian’s Electric Fit emblem, indicating that it’s suitable for both electric cars and traditional internal combustion engine vehicles.
“We know there's growth potential in the EV market and we wanted this to be easy to be considered” by EV owners, said Bourassa.
Beyond specific vehicle categories, “we want this product to be a value option” for all UHP all-season tire consumers by offering “that blend of true value ... with really high performance.”
For dealers only
When asked about distribution, Bourassa said the Nokian Surpass AS01 will only be available through Nokian’s dealer network.
“We have a solid, consistent dealer channel. We’ve been dealing with the same distribution points for several years. There’s no intention” of making the tire available through other channels, like big box stores.
“If you look at the UHP all season market in North America, we’re covering 80% of the volume” with the tire’s current size range.
“We’re covering the core of (the market) and tire dealers can bring the product in with the confidence they will be able to cover a large portion” of vehicles.
“We’re always looking to add new sizes,” he added. “My hope is we can (introduce) x number of sizes a year.”
“This is a tire for premium cars - German cars, Japanese premium cars, premium American cars,” Tommi Heinonen, vice president of sales, Nokian Tyres North America, emphasized. “It’s for cars that have a little bit more performance and a little more horsepower."
While the Nokian Surpass AS01 was not explicitly designed for any single region of the U.S. or Canada, Heinonen said that having a fresh, strategically priced and positioned UHP all-season tire should help Nokian grow its share in warmer weather states, which has been a priority for the company. "We have more open space in the south than in the north."
Bourassa added that the southern U.S. “is a target growth area for us and one where you will see a continued higher quantity of performance vehicles that are suited for this tire. If you think about places where we want to grow, this product will certainly help us."
The UHP all-season category, in general, “is a growth opportunity" for Nokian in North America, he said. “The market for performance tires is stable. It’s not one that's changing drastically in terms of volume.”
