Vianor

What Vianor does

Vianor is the Nordic region's largest tyre and auto service chain and a wholly-owned subsidiary of Nokian Tyres plc (Nasdaq Helsinki: NRE1V). Founded in 2001 and headquartered in Nokia, Finland, Vianor operates approximately 170 own service points plus 140+ Vianor Partner locations across Finland, Sweden, and Norway, employing over 1,600 trained professionals. The company sells tyres (passenger, SUV, van, truck, agricultural, industrial), wheels and rims from multiple brands including Nokian Tyres, Michelin, Bridgestone, GT Radial, Radar, RoadX, and Nordman, alongside multi-brand automotive maintenance services (oil change, AC service, scheduled maintenance, brake service, inspection, windscreen repair, OBD diagnostics). Vianor also operates five retreading plants across the Nordics processing over 85,000 truck tyres annually and conducts more than 2.1 million tyre and vehicle inspections per year.

Name

Vianor

Legal name

Vianor Oy

Website

https://vianor.fi

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Vianor is the Nordic region's largest tyre and auto service chain, operating ~170 own service points and 140+ partner locations across Finland, Sweden, and Norway. A wholly-owned subsidiary of Nokian Tyres plc, it serves B2C consumers and B2B fleet operators with multi-brand tyres, fitting, retreading, maintenance, and 24/7 roadside services.

Ownership category

akta.pro rank

Product category

Tire Retail and Auto Maintenance Services

NAICS

Tire Dealers (44134), Tire Dealers (441340), Tire and Tube Merchant Wholesalers (423130), Tire Retreading (326212), Tire and Tube Merchant Wholesalers (42313)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH), Tire, Wheel-End & Alignment Service (HD-Specific) (TLAKABAM), Mobile Tire Service & Emergency Roadside (On-Site) (TLAKADAC)

Keywords

• Tire retail services
• Auto maintenance
• Fleet tire management
• Tire retreading
• Vehicle inspection

Headquarters

HQ city

Nokia

HQ country

Finland

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Tyre and Rim Product Sales: Retail sale of tyres (passenger car, SUV, van, motorcycle, truck, agricultural, industrial) and rims from multiple brands (Nokian Tyres, Nordman, Michelin, GT Radial, Radar, RoadX, Bridgestone, and wheel brands such as AEZ, OZ, RONAL, etc.). Revenue from both own service points and online store.
2. Tyre Fitting and Service: Installation of new tyres, tyre change, wheel balancing, alignment, tyre repair, TPMS sensor replacement, and seasonal tyre storage (tyre hotel). Services priced per appointment, invoiced per job.
3. Multi-brand Auto Maintenance: Full-service auto maintenance for all vehicle makes and models including oil change, air conditioning service, periodic maintenance, inspection services, brake service, windscreen repair, OBD testing, chassis service, battery service, and replacement car provision.
4. Tyre Retreading (B2B): Retreading services for truck and bus tyres at five Nordic plants. Enterprise B2B contracts with fleet operators (e.g., Simeon, SPEED, Secto Automotive). Retreading extends tyre lifespan and reduces raw material consumption.
5. B2B Fleet Management Services (VianorCare / VianorFlex): Comprehensive fleet tyre and maintenance contracts, including VianorFlex 24/7 roadside assistance, on-site tyre services, tyre management programmes, usage-based tyre services, and care agreements. Recurring service revenue from B2B customers.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Vianor is the Nordic region's largest tyre and auto service chain, selling tyres and rims from multiple brands (Nokian Tyres, Michelin, GT Radial, RoadX, Radar, Nordman, Bridgestone, and others) and providing fitting, seasonal storage (tyre hotel), multi-brand vehicle maintenance, retreading, fleet management, and 24/7 roadside assistance across approximately 170 own service points and 140+ partner locations in Finland, Sweden, and Norway.

Product overview

Vianor is the leading tire and auto service chain in the Nordics, operating as part of the Nokian Tyres Group. The company offers a comprehensive product and service portfolio centered on tires and automotive services. Core tire products include summer tires (Nokian Tyres Hakka Black 3, Hakka Blue 3, Hakka Green 3, Hakka Van; Michelin Pilot Sport 5, Primacy 5; Nordman South; GT Radial FE2, SportActive 2 EV; RoadX RXMotion DU71, DU71 EV; Radar Dimax Sport, Dimax R8), winter studded tires (Hakkapeliitta line), and all-season tires from brands including Nokian Tyres, Nordman, GT Radial, Michelin, RoadX, Radar, and Bridgestone. Agricultural and contractor tires include Nokian Tyres Ground King, Hakkapeliitta TRI, and Soil King VF. Vianor also offers wheels and rims from brands such as AEZ, ALUTEC, ATS, RONAL, OZ, Sparco, and others. The service portfolio includes tire fitting, balancing, alignment, TPMS sensor replacement, tire storage (Tire Hotel), seasonal tire changes, and multi-brand vehicle maintenance services including oil change, AC service, inspection, battery service, brake service, windshield repair, OBD diagnostics, chassis service, 24h roadside assistance, and fault detection. Digital services include eVianor B2B customer portal for online purchasing, fleet management, and digital tire monitoring. Specialized offerings include Hakka-turva warranty program, tire retreading services (over 85,000 truck tires annually), and over 2.1 million tire inspections performed annually. Service tiers include VianorCare (fleet management), VianorValue (onsite and retreading services), and VianorFlex (24/7 and heavy vehicle services). The network comprises approximately 170 own service points and 140 partners across Finland, Sweden and Norway. Company motto: 'Renkaat ja autohuolto. Valmiina joka lähtöön' (Tires and car maintenance. Ready for every departure). Founded in 2001. Revenue in 2025 was 364 million euros.

Differentiator

Problem solved

Functional benefit

Products and services

• Passenger car tyres (multi-brand) Passenger car and SUV tyres from Nokian Tyres, Michelin, GT Radial, RoadX, Radar, Nordman and other brands, covering summer, winter (studded and friction), and all-season categories. Includes EV- and hybrid-compatible variants.
• Van and light commercial tyres Summer, winter, and all-season tyres for vans and light delivery vehicles. Includes Nokian Tyres Hakka Van (EV-compatible) and Michelin Agilis 3, designed for transport businesses and private entrepreneurs.
• Heavy vehicle (truck and bus) tyres Nokian Tyres heavy commercial tyres for trucks, buses, trailers, and industrial vehicles, supplied and serviced under B2B fleet contracts.
• Agricultural and contractor tyres Specialised agricultural and contractor tyres including Nokian Tyres Ground King (with Hybrilug technology), Hakkapeliitta TRI, and Soil King VF, for tractors, harvesters, wheel loaders, and heavy machinery used by farmers and contractors.
• Wheels and rims Wheels and rims from multiple manufacturers including AEZ, ALUTEC, ATS, Borbet, Brock, GMP, MAK, MSW, OZ, Oxigin, RONAL, Sparco, and others, available with bundle discounts when purchased with tyres.
• Tyre fitting and replacement service Professional tyre fitting, seasonal tyre changes, new tyre installation, balancing, alignment, and TPMS sensor replacement performed at Vianor service points.
• Tyre hotel (seasonal storage) Secure seasonal storage of customer tyres between summer and winter seasons, with on-demand fitting when the season changes.
• Multi-brand vehicle maintenance Full-service vehicle maintenance for all vehicle makes and models covering oil change, AC service, scheduled maintenance, inspection, brake service, battery replacement, windscreen repair, OBD testing, chassis service, EV-specific maintenance, and replacement car provision.
• 24h roadside assistance (passenger vehicles) Round-the-clock roadside assistance for passenger vehicle tyre breakdowns across Vianor's Nordic network.
• Tire retreading Industrial retreading and repair of commercial vehicle tyres at five Nordic plants using Nokian Tyres' Noktop process, extending tyre life and reducing raw material consumption.
• VianorCare fleet management Comprehensive fleet tyre management contracts for business customers including tyre inspections, maintenance management, and proactive tyre care.
• VianorValue service plan Onsite tyre services, retreading management, tyre management programmes, usage-based tyre services, and maintenance contracts for business customers.
• VianorFlex (24/7 and Heavy) Flexible B2B tyre service including VianorFlex 24/7 (round-the-clock roadside tyre support) and VianorFlex Heavy (specialised support for commercial heavy vehicles).
• eVianor B2B portal B2B customer portal for online tyre purchasing, fleet management, digital tyre monitoring, and inventory tracking, available to business customers 24/7.
• Hakka-turva warranty programme Complimentary tyre replacement guarantee programme for Nokian Tyres Hakka or Hakkapeliitta tyres that become unrepairably damaged within one year of purchase, activated within two weeks.
• Vianor Partner programme Partnership programme for independent tyre and auto service businesses operating under the Vianor brand, providing access to Vianor's product range, marketing, and business development support. Over 140 partners across the Nordics.

Quantifiable outcome

• Over 2.1 million tyre and vehicle inspections conducted annually, improving road safety outcomes
• +5 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Nokian Tyres (Parent Company)flagshipStrategic or Co-development PartnerVianor is a wholly-owned subsidiary of Nokian Tyres Oyj and part of the Nokian Tyres Group. This ownership provides Vianor with privileged access to Nokian Tyres' full product portfolio (Hakka, Hakkapeliitta, Nordman, Soil King, Ground King, etc.), Nokian Tyres' R&D pipeline, retreading technology (Noktop), and sustainability certifications. Vianor's sustainability reporting is integrated into Nokian Tyres' corporate sustainability reporting.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nokian Tyres: Vianor's publicly-listed parent (Nasdaq Helsinki: NRE1V) and the source of its premium Hakka, Hakkapeliitta, Nordman, and agricultural lines. Relevant as the upstream manufacturer and brand principal whose product strategy Vianor distributes.
• First Stop: Bridgestone-owned European tyre and vehicle-service network. Comparable to Vianor as an integrated manufacturer-to-service network with fleet and consumer offerings across multiple countries.
• Point S: Global tyre retail and auto-service cooperative with strong European presence. Comparable to Vianor's Vianor Partner programme as a federated network of independent service points operating under a shared brand and buying group.
• Euromaster: Michelin-owned pan-European tyre and auto-service network operating across multiple countries. Comparable to Vianor as a manufacturer-affiliated service chain; broader geographic reach but less Nordic specialization.
• Continental Best Drive: Continental's global tyre and service franchise network. Comparable to Vianor as a manufacturer-branded service channel offering tyres, fitting, and light auto maintenance across a partner network.

Direct peers

• Däckia: Sweden's largest independent tyre and wheel chain with a network of owned and partner service points. Directly comparable to Vianor's Sweden operations on assortment, fitting services, B2B fleet contracts, and partner-led expansion model.
• Dekk1: Norwegian tyre retailer and online store with service partner network. Comparable to Vianor's Norway footprint as a multi-brand Nordic tyre retailer combining e-commerce and physical fitting.
• Dackonline (Däckonline): Sweden's leading online tyre retailer offering home delivery and partner fitting. Comparable to Vianor's e-commerce channel (vianor.fi) and represents the digital-first competitive threat to Vianor's brick-and-mortar model.

Emerging players

• Blackcircles.com: UK-founded online tyre retailer with a partner-fit network expanding into European markets. Comparable to Vianor's vianor.fi e-commerce and partner-fitting model; represents the digital-disruption playbook Vianor must defend against.

Regional players

• Meca: Norwegian automotive service and parts chain serving both consumer and B2B customers. Comparable to Vianor's Norwegian auto-maintenance service offering (oil change, brakes, AC) as a regional multi-brand service network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vianor