Viking Tire
Viking is a Continental AG-owned European tire brand founded in 1931, selling passenger car, SUV and van replacement tires (all-season, winter and summer) through authorized dealer networks across 17+ countries, positioned as a value-for-money alternative to Continental's premium tier.
- Company typePrivate
- Founded1931
- HeadquartersRedlands, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Viking Tire does
Viking is a European passenger car, SUV and van tire brand founded in 1931 as Viking Askim A/S in Norway and now operated as a wholly owned subsidiary brand of Continental AG following Continental's early-1990s acquisition of the trademark. The brand sells all-season, winter and summer tires organized around three pillars — Sporty, Strong and Safe — with core current products including the FourTech Plus all-season tire, WinTech winter tire and ProTech NewGen summer tire. Products are developed in Continental's European R&D centers and manufactured in Europe, with Viking holding historical original-equipment supplier relationships with Volkswagen, Opel, Ford and Volvo.
Viking generates revenue through wholesale hardware sales of tires via an authorized global dealer network, supported by a brand website with product search and dealer-locator functionality and localized regional sites in Italy, Romania and South Korea. The go-to-market is distribution-led rather than direct-to-consumer: pricing is set at the retailer level and is not publicly disclosed by the brand. Customer segments are horizontal, addressing passenger car owners, SUV owners and van owners who need replacement tires for year-round, seasonal or specific driving conditions, with the value proposition centered on a 'lean distribution structure' that delivers European-engineered quality at attractive price points versus Continental's premium-tier offerings.
The brand has executed a continuous product refresh cadence — SnowTech II (2010), CityTech II and TransTech II (2012), ProTech HP (2014), FourTech (2016) and the 2023–2024 WinTech, ProTech NewGen and FourTech Plus launches — alongside sports marketing partnerships in German professional football and rallying. Viking operates through Continental Reifen Deutschland GmbH (Hannover) as the primary operating entity, with regional subsidiaries in Milan, Timisoara and Seoul, and is GDPR-compliant across its European and Korean digital properties.
Viking Tire firmographics
Firmographics- Name
- Viking Tire
- Legal name
- Continental Reifen Deutschland GmbH
- Website
- https://viking-tyres.com
- Company type
- Private
- Founded year
- 1931
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Viking is a Continental AG-owned European tire brand founded in 1931, selling passenger car, SUV and van replacement tires (all-season, winter and summer) through authorized dealer networks across 17+ countries, positioned as a value-for-money alternative to Continental's premium tier.
- Ownership category
- akta.pro rank
Viking Tire industry classification
Industry- Product category
- Automotive Tires
- NAICS
- Tire Manufacturing (32621)
- SIC
- Tires & Inner Tubes (3011)
- akta.pro primary industry
- Passenger Car Tires Manufacturing (IMANAKAA)
- akta.pro secondary industry
- Light Truck/SUV Tires Manufacturing (IMANAKAB)
Keywords
Where Viking Tire is headquartered
LocationHeadquarters
- HQ city
- Redlands
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Viking Tire business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Tire Sales: Viking generates revenue through the sale of tires for passenger cars, SUVs, and vans across multiple product lines including all-season, winter, and summer tires. The brand operates through authorized dealer networks.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Viking Tire product offering
Product offeringCore offering
Viking manufactures and sells tires for passenger cars, SUVs, and vans across three seasonal segments: all-season (FourTech Plus), winter (WinTech, SnowTech II), and summer/performance (ProTech NewGen, ProTech HP, CityTech II, TransTech II). Products are developed in Germany, manufactured in Europe, and distributed globally through authorized dealer networks, with the brand positioned around a value-for-money proposition across Sporty, Strong, and Safe performance pillars.
Product overview
Viking Tire is a tire manufacturer offering a portfolio of Car, SUV & Van tires under three core brand pillars: Sporty (outstanding performance for powerful vehicles), Strong (durable products for demanding conditions), and Safe (reliable protection through state-of-the-art technology). The product lineup includes winter tires (WinTech, SnowTech II), summer tires (CityTech II, TransTech II, ProTech HP, ProTech NewGen), and all-season tires (FourTech, FourTech Plus). Viking is a brand of Continental AG, developed in Germany and manufactured in Europe, with over 80 years of experience in tire manufacturing.
Differentiator
Problem solved
Functional benefit
Brands
- FourTech Plus: All-season tyre offering reliable performance throughout the year with features including reduced rolling resistance, wet performance, and dry performance.
- WinTech
- SnowTech II
- CityTech II
- TransTech II
- ProTech HP
- ProTech NewGen
Products and services
- FourTech Plus All-season tire providing reliable performance throughout the year with reduced rolling resistance for fuel efficiency, enhanced wet performance with reduced aquaplaning risk, and reliable braking and handling on dry roads. Targeted at passenger car, SUV, and van drivers seeking a balanced year-round tire.
- WinTech Winter tire specialist offering traction on snow, drivability on wet surfaces, and stability on dry roads. Targeted at passenger car drivers in cold-weather and snow-prone markets.
- ProTech NewGen High-performance summer tire designed for safe long-distance travel, with wet performance, excellent handling and braking, low rolling resistance, and high mileage durability. Targeted at drivers of passenger cars and powerful SUVs.
- SnowTech II Winter tire from the Viking lineup, recognized for outperforming competitors in the 2013 AutoBild winter tyre test. Targeted at passenger car drivers in winter conditions.
- CityTech II Summer tire positioned for urban passenger car use, launched in 2012. Targeted at passenger car drivers seeking summer-season performance.
- TransTech II Summer tire targeting commercial and passenger van use, launched in 2012 as part of Viking's summer tire range. Targeted at van operators.
- ProTech HP Ultra-high performance tire launched in Europe in 2014, aimed at powerful passenger cars and SUVs requiring sporty performance. Targeted at performance-oriented drivers.
Quantifiable outcome
- Reduced fuel consumption through improved rolling resistance
- +2 more outcomes
Companies that use Viking Tire
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles4 records
Viking Tire technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Viking Tire partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- German Professional Football LeagueminorSponsorship contract in the German professional football league to increase brand awareness nationwide. This marketing partnership was part of Viking's efforts to boost visibility in the European market.
- Rallying ChampionshipsminorRally sponsorship contracts to increase brand awareness. This motorsport sponsorship was aimed at reinforcing Viking's sporty brand positioning.
Scale indicators5 records
Recent moves8 records
Expansion highlights4 records
Viking Tire competitors and assessment
Company assessmentDirect peers
- Hankook Tire: South Korean tire manufacturer with strong value-tier positioning in passenger car, SUV, and light truck segments globally. Direct competitor to Viking in European replacement markets with comparable OEM relationships and similar product portfolio breadth.
- Nexen Tire: South Korean value-tier tire manufacturer with expanding European presence. Competes directly with Viking in passenger car and SUV replacement markets through price-competitive offerings and growing OEM credentials.
- General Tire: Continental AG's value-tier sister brand targeting similar customer segments (passenger, SUV, light truck). Closest comparable in business model and parent-company positioning, differing primarily in geographic focus (US-centric vs Viking's European base).
- Yokohama Tire: Japanese tire manufacturer offering passenger, SUV, and light truck tires across value and mid-tier segments. Competes with Viking in European replacement markets with similar breadth of seasonal product offerings.
- Kumho Tire: South Korean tire manufacturer positioned in the value and mid-tier segments, offering passenger car, SUV, and van tires. Direct competitor to Viking in European replacement channels with comparable value-for-money positioning.
- Cooper Tire: Value-tier passenger and light truck tire brand, now part of Goodyear. Competes with Viking in replacement markets with similar pricing positioning and broad product portfolio across passenger and SUV segments.
- Firestone: Bridgestone's value-tier passenger and light truck tire brand. Operates with similar brand-positioning logic to Viking — leveraging parent-company technology with a value-tier consumer-facing identity in global markets.
- Falken Tire: Sumitomo Rubber's value-tier passenger and SUV tire brand. Competes with Viking in European and global replacement markets with a comparable value-positioning and motorsport-derived brand identity.
- Toyo Tires: Japanese tire manufacturer with value-tier and performance positioning in passenger, SUV, and light truck segments. Direct competitor to Viking in European replacement channels with comparable brand-equity investment.
- Uniroyal: Continental AG's value-tier sister brand focused on wet-weather performance passenger tires. Closest internal comparable to Viking, sharing parent-company R&D, manufacturing, and value-tier market positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Viking Tire social profiles
Digital presenceViking Tire compliance and trust
Trust signalCompliance4 records
Viking Tire financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viking Tire leadership team
Management profileNumber of profiles
Profiles6 records
Viking Tire funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viking Tire M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viking Tire
What does Viking Tire do?
Viking manufactures and sells tires for passenger cars, SUVs, and vans across three seasonal segments: all-season (FourTech Plus), winter (WinTech, SnowTech II), and summer/performance (ProTech NewGen, ProTech HP, CityTech II, TransTech II). Products are developed in Germany, manufactured in Europe, and distributed globally through authorized dealer networks, with the brand positioned around a value-for-money proposition across Sporty, Strong, and Safe performance pillars.
Is Viking Tire a public or private company?
Viking Tire is a private company. It is classified as corporate owned and is currently operating.
When was Viking Tire founded?
Viking Tire was founded in 1931. It employs 1 to 10 people.
Where is Viking Tire based?
Viking Tire is headquartered in Redlands, United States, in the North America region.
How does Viking Tire make money?
One revenue line is on record: tire Sales.
Who are Viking Tire's main competitors?
Direct peers on record are Hankook Tire, Nexen Tire, General Tire, Yokohama Tire, Kumho Tire, Cooper Tire, Firestone, Falken Tire, Toyo Tires and Uniroyal.
Does Viking Tire have an API?
No public API is recorded for Viking Tire.
What industry is Viking Tire in?
Viking Tire's product category is Automotive Tires. Its primary akta.pro industry code is IMANAKAA, Passenger Car Tires Manufacturing, with a secondary code of IMANAKAB, Light Truck/SUV Tires Manufacturing. Its NAICS code is 32621 and its SIC code is 3011.