What Vianor does

Vianor is the largest tire and car workshop chain in the Nordic region, operating 170+ owned workshops plus a partner workshop network across Sweden, Norway, and Finland. Founded in 2001 and headquartered in Rosersberg, Sweden, the company is a wholly-owned subsidiary of Nokian Tyres Group (Nasdaq Helsinki) and retails multi-brand tires (Nokian Tyres, Nordman, Bridgestone, GT Radial, Goodyear, Firestone, Michelin, Radar, RoadX) alongside a broad catalog of rims and comprehensive automotive services.

The platform combines an e-commerce storefront at vianor.se — supporting tire search by dimension or vehicle, online booking, installment financing (Vianorkonto via Resurs Bank, up to 48 months, 60,000 SEK credit limit), and home delivery — with physical workshop operations offering tire change, tire hotel (seasonal storage), wheel balancing, motorcycle tire service, 24/7 roadside assistance, and an expanding menu of car services (AC, battery and charging check, wheel alignment, brakes, oil change, basic and original service, EV service, OBD fault code reading, headlight polishing). A free Tyrecheck safety inspection is offered as a customer acquisition lever, and Vianor is positioning ahead of the EU Deforestation Regulation (EUDR) by sourcing tires with traceable natural rubber supply chains in advance of the late-2026 transition deadline.

The business model is primarily B2C and transactional: one-time tire and rim sales constitute the largest revenue stream, complemented by recurring workshop service revenue and a fleet (B2B) overlay. Revenue was 364 million EUR in FY2025 versus 344 million EUR in FY2023. Go-to-market combines direct-to-consumer sales (own workshops + vianor.se + mobile/roadside units) with a channel partner model (affiliated Vianor Partner workshops), supported by seasonal promotional campaigns, email/SMS marketing, PR, and customer review aggregation. Recent strategic action includes an inorganic expansion into Linköping via acquisition of Däck-Vulkis (June 2026), a flagship workshop opening in Örebro (February 2024), and a CEO transition to Fredrik Kellström (May 2024).

Name

Vianor

Legal name

Vianor AB

Website

https://vianor.se

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Vianor is the largest tire and car workshop chain in the Nordics, operating 170+ branded workshops plus a partner network across Sweden, Norway, and Finland under Nokian Tyres Group ownership. It retails multi-brand tires, rims, and automotive workshop services to private consumers and commercial fleet customers via its e-commerce platform and physical stores.

Ownership category

akta.pro rank

Product category

Tire and Auto Service Chain

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Mobile Tire Service & Emergency Roadside (On-Site) (TLAKADAC)

Keywords

• Tire retail services
• Car workshop services
• Tire storage
• Automotive maintenance
• Vehicle inspection

Headquarters

HQ city

Rosersberg

HQ country

Sweden

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: Retail sale of tires including summer tires, winter tires (studded and studless), SUV tires, C-tires for commercial vehicles, and motorcycle/scooter tires from brands including Nokian Tyres, Nordman, GT Radial, Bridgestone, Goodyear, Firestone, Michelin, Radar, and RoadX.
2. Rim Sales: Retail sale of rims from brands including AEZ, ATS, BROCK, CSP, Dezent, Dotz, Enzo, Eta Beta, GMP, Image, LND, MAK, MSW, Nitro, R-Series, RIAL, Sparco, Spath, and Vertini.
3. Tire Workshop Services: Services including tire change, tire balancing, tire repair, tire hotel (storage), motorcycle tire service, 24h roadside assistance, and Tyrecheck safety inspection.
4. Car Workshop Services: Services including AC service, battery and charging check, wheel alignment, brake replacement and repair, vehicle inspection, Vianor basic service, oil change, original service, headlight polishing, EV car service, OBD fault code reading, and wiper blade replacement.
5. Vianorkonto Financing: Installment payment through Resurs Bank partnership, allowing customers to pay over 10 months interest-free or up to 48 months with interest. Vianor receives full payment while customer pays in installments.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Vianor retails tires (summer, winter studded, winter studless, SUV, commercial vehicle, motorcycle) and rims from a multi-brand portfolio, then installs them and performs comprehensive car workshop services (tire changes, balancing, repair, AC service, brake replacement, wheel alignment, oil change, vehicle inspection, EV service, OBD diagnostics, headlight polishing). Customers can purchase and book online at vianor.se or visit any of the 170+ own workshops and partner locations across Sweden, Norway, and Finland, with add-on offerings such as tire hotel storage, 24/7 roadside assistance, and Vianorkonto installment financing.

Product overview

Vianor is the largest tire and car service chain in the Nordics, operating as a multi-brand retail and service platform offering tires, rims, and comprehensive automotive services. The product portfolio includes tires (summer, winter studded, winter studless/friction) for passenger cars, SUVs, C-däck (commercial/light trucks), and motorcycles under brands like Nokian Tyres, Nordman, Bridgestone, GT Radial, Goodyear, Firestone, Radar, Michelin, and RoadX; rims under brands including AEZ, ATS, BROCK, Dezent, Dotz, Enzo, MAK, MSW, RIAL, Sparco, and Vertini; and a full range of workshop services including tire services (Tire Check, Tire Hotel, Tire Change, Wheel Balancing, 24h Roadside Assistance, Tire Repair), car services (AC Service, Battery Control, Wheel Alignment, Brake Service, Vehicle Inspection, Basic Service, Oil Change, Original Service, Headlight Polishing, EV Service, OBD Diagnostics, Wiper Blades), and payment options (Vianorkonto installment account). Vianor also offers a tire outlet for discounted discontinued products and provides fleet services for business customers, with a commitment to EUDR (EU Deforestation Regulation) compliance for natural rubber traceability.

Differentiator

Problem solved

Functional benefit

Products and services

• Tires (Däck) Retail sale of tires for passenger cars, SUVs, C-tires (commercial vehicles), and motorcycles/scooters, including summer, winter studded, and winter studless (friction) variants. Brands include Nokian Tyres, Nordman, Bridgestone, GT Radial, Goodyear, Firestone, Michelin, Radar, and RoadX. For individual car owners and business fleet customers in the Nordics.
• Rims (Fälgar) Retail sale of rims and wheel accessories under brands including AEZ, ATS, BROCK, CSP, Dezent, Dotz, Enzo, Eta Beta, GMP, Image, LND, MAK, MSW, Nitro, R-Series, RIAL, Sparco, Spath, and Vertini. For passenger car, SUV, and light commercial vehicle owners in the Nordics.
• Tire Hotel (Däckhotell) Seasonal storage service where customers can store summer or winter tires at Vianor workshop facilities between seasons and schedule changes online. For Nordic car owners needing seasonal tire rotation storage.
• Tyrecheck Safety Inspection (Däckkollen) Free safety inspection of tires and wheels, reviewing tread depth, condition, and other key safety components. For individual car owners in the Nordics.
• 24h Emergency Roadside Assistance (24h jour & vägassistans) 24-hour, 7-day-a-week emergency road assistance service for tire problems, delivered by mobile service vehicles carrying tires, compressors, and tools. For drivers in the Gothenburg area (Ljungskile to Varberg and Alingsås) and other selected Nordic service zones.
• AC Service (AC-service) Air conditioning system service including emptying, inspection, and refilling of refrigerant. For passenger car owners in the Nordics; starting from 1,659 kr.
• Battery and Charging Check (Batteri- och laddkontroll) Battery status inspection and replacement service for conventional and EV/charging-system batteries. For Nordic car owners; starting from 239 kr.
• Wheel Alignment (Hjulinställning) Four-wheel alignment service ensuring correct vehicle wheel angles. For Nordic car owners; starting from 1,095 kr.
• Brake Replacement and Repair (Bromsbyte och reparation) Brake system inspection and replacement of brake discs and/or brake pads as required. For Nordic car owners.
• Vehicle Inspection (Bilkontroll) Comprehensive vehicle condition testing covering tire wear, tread depth, air pressure, battery, lights, wipers, oils, coolant, brakes, shock absorbers, and exhaust system. For Nordic car owners; starting from 541 kr.
• Vianor Basic Service (Vianor basservice) Basic car service package including 5 liters of oil, oil filter, and 29 inspection points, designed for older vehicles. For Nordic car owners; starting from 1,995 kr.
• Oil Change (Oljebyte) Oil and oil filter replacement using motor oil matching car specifications. For Nordic car owners.
• Original Service (Originalservice) Service executed according to the car manufacturer's maintenance program, with a stamp in the service book to keep the new-car warranty valid. For Nordic car owners.
• Electric Car Service (Elbil service) Specialized service for electric vehicles, including EV-specific inspections and maintenance. For Nordic EV owners.
• Fleet Tire Services (Däcktjänster för företag) Dedicated fleet tire maintenance services for business customers, including truck and commercial vehicle (C-tires) supply, replacement, and management. For Nordic companies operating vehicle fleets.
• Fleet Car Services (Bilverkstadstjänster för företag) Car maintenance and repair services for business fleet customers, covering routine servicing, inspections, and repairs for corporate car pools. For Nordic companies operating vehicle fleets.
• Vianorkonto Installment Account Installment payment account operated with Resurs Bank, allowing customers to pay for tires, rims, and services in installments up to 48 months (10 months interest-free). For Nordic Vianor customers; max credit 60,000 SEK.

Quantifiable outcome

• Free Tyrecheck safety inspection available to all customers
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Nokian Tyres GroupcoreStrategic or Co-development Partner · 1 June 2026Vianor is a wholly-owned subsidiary of Nokian Tyres Group, the world's northernmost tire manufacturer. This partnership provides Vianor with priority access to Nokian Tyres products including premium brands like Hakka and Hakkapeliitta, ensuring quality supply and shared R&D benefits. Nokian Tyres is committed to sustainability and has been recognized as one of the most sustainable companies globally (RobecoSAM Sustainability Yearbook 2018, third place in automotive components category, received 'Industry Mover' award).
• Däck-Vulkis (Linköping)minorChannel Partner/ Reseller/ Distributor · 1 June 2026Acquisition of Däck-Vulkis near E4 in Linköping for Vianor's expansion into Sweden's fifth largest city. Per Andersson and Joakim Andersson were co-owners of Däck-Vulkis. Fredrik Kellström (Vianor CEO) and William Warselius (Regional Manager) involved in the transaction.
• GT RadialminorChannel Partner/ Reseller/ DistributorGT Radial is a major tire brand sold through Vianor, offering products including FE2 EVO, SportActive 2 EVO, FE1 City, Champiro FE1, Kargomax ST-6000, Maxmiler Pro, and Maxmiler Pro2. Giti Tire (parent of GT Radial) is one of the ten largest tire companies globally.
• NordmanminorChannel Partner/ Reseller/ DistributorNordman is a tire brand sold through Vianor, positioned as a value alternative to Nokian Tyres premium offerings.
• BridgestoneminorChannel Partner/ Reseller/ DistributorGlobal tire brand available through Vianor stores.
• GoodyearminorChannel Partner/ Reseller/ DistributorGlobal tire brand available through Vianor stores.
• MichelinminorChannel Partner/ Reseller/ DistributorGlobal premium tire brand available through Vianor stores.
• RadarminorChannel Partner/ Reseller/ DistributorTire brand available through Vianor including Dimax Sport and Dimax Sprint models.
• RoadXminorChannel Partner/ Reseller/ DistributorTire brand available through Vianor including RXMotion Performa DH51 and RXMotion DU71 models.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Däckia: Däckia is one of the largest tire and car service chains in Sweden with a franchised workshop network. Directly comparable to Vianor in product range (tires, rims, car service), target customer (Swedish private and fleet), and multi-brand model. Head-to-head competitor for Nordic market share.
• Point S: Point S is a global independent tire dealer and service network with Swedish operations. Comparable in cooperative/partnership-led workshop model, multi-brand tire distribution, and B2C/B2B service portfolio.
• Euromaster: Euromaster is a European tire and car service chain with presence in Sweden and other Nordics, part of the Michelin Group. Closely comparable in product range, multi-brand tire retail, and full-service workshop offering. A broad incumbent in the same niche.
• Däckpartner: Däckpartner is a Swedish tire retail and service chain with a partner/franchise model across Sweden. Competes directly with Vianor in passenger and commercial tire sales, tire changes, and basic car services in the Swedish market.
• Däckteam: Däckteam is a Swedish cooperative tire and auto service chain. Overlaps with Vianor in tire retail, mounting/balancing, and car service for private and commercial customers in the Nordics.

Broad incumbents

• First Stop: First Stop is a European tire and auto service network (Bridgestone-owned) with Nordic operations. Comparable full-service offering; broader incumbent positioning across multiple European countries.
• ATU (Auto Teile Unger): ATU is one of Europe's largest auto service and tire chains, operating a workshop network across multiple countries. Comparable in multi-service workshop model, although primarily a German incumbent. Useful as a continental comparable for unit economics.

Others

• Nokian Tyres: Nokian Tyres is the parent company and a premium tire manufacturer. Included as the upstream supplier and strategic owner — not a direct peer, but its brand portfolio (Hakka, Hakkapeliitta, Nordman) and R&D pipeline directly shape Vianor's competitive offering.

Emerging players

• Blackcircles.com: Blackcircles is a leading online tire retailer in the Nordics/UK focused on price-transparent e-commerce tire sales with partner fitting. Directly comparable on the online tire channel that Vianor also operates; an emerging threat on price discovery.

Regional players

• Speedy (Halfords Autocentres): Speedy/Halfords Autocentres is a UK-based tire and auto service network. Comparable service model (tire fitment, MOT, brakes) but operates in a different geography; useful as a regional benchmark for European service chain economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VianorSverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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