Nokian Tyres Journey Podcast

Doctors told James he had six months to live. But thanks to the power of perseverance and a compassionate support system, he survived a double lung transplant and is embracing his new normal. That includes weekly trips across a mountain pass for ongoing treatment -- a journey that can sometimes be harrowing. That's why Thatcher's Tire Pros and Auto Center stepped up to help, partnering with Nokian Tyres to provide a set of Outpost nATs for his challenging journey forward. On this month's Nokian Tyres Journey Podcast, experience a powerful dose of perspective from James and Thatcher Tire Owner Jay Thatcher, as well as a review of how the Nokian Tyres Outpost nAT helps him navigate weekly trips from the desert to the coast, through the Cascades.

In March, Nokian Tyres launched the world's first studded winter tire to come with On-Demand Grip. On this episode of the Journey Podcast, we travel to the top of the world to test the tire with journalists from around the world. To learn more about the Nokian Tyres Hakkapeliitta 01, visit NokianTyres.com/01.

When Tiina Frazer joined Nokian Tyres as global Vice President of Brand, Marketing and Communications in late 2025, she brought more than 30 years of global experience, including in North America. That international journey has shaped the way she sees consumers and brands – and instilled appreciation for the people at the counter selling products. On this month's Nokian Tyres Journey Podcast, Tiina discusses how that global marketing perspective will help guide the company's storytelling efforts. She also details the important role tire dealers have to play in helping Nokian Tyres build its brand.

Dave Johnston sold the first all-weather tire back in 1999 at a tire shop in Canada. Now, he's Nokian Tyres' Director of Portfolio, Pricing and Business Planning for North America. How does his experience as a dealer inform his approach to his current job, and what is the key to making tires in collaboration with the market, not just for the market? We sit down with Dave to discuss.

Scott Gordon wanted the adventure of a lifetime. So, he put all-terrain Nokian Tyres Outpost nAT tires on his Land Rover and drove from Tennessee to the Arctic Ocean. How did the tire help him Extend His Adventures -- and change his life in the process? Plus, we sit down with Sullivan Tire Marketing Manager Mark Gillard, who helps us celebrate All-Weather Week by exploring how his company markets the only true four-season driving solution. Participate in All-Weather Week Dec. 8-12 by following Nokian Tyres on social media -- @NokianTyresNA on Instagram, Facebook, TikTok and Threads. Access our winter driving safety campaign at NokianTyres.com/First.

Nick Gibson shuttles mountain bikers into the most remote areas of Oregon and Washington. On the latest episode of the Nokian Tyres Journey Podcast, learn why the all-terrain Nokian Tyres Outpost nAT has been a game changer for his business, and why he won't run anything else on his vehicles. Plus, we're excited to announce ways dealers can get involved with All-Weather Week December 8-12.

The Nokian Tyres Surpass AS01 faced the ultimate test this month: a road rally through the Appalachian Mountains. Join us for an experiential episode from the Overcrest Rally that follows drivers along some of the most famous, challenging roads in the United States. Nearly a dozen of them rode on our new ultra-high-performance all-season tire, and they offered glowing feedback about its performance in rain, on hairpin turns and through some of the most scenic roads they'll ever meet.

Nokian Tyres continues to grow its sales efforts in the North American market with key hires designed to enrich service to our customers. One of those additions is Senior Vice President Chris Ostrander. Chris joins the podcast to discuss his "people-to-people" approach to leadership and what he'd like to accomplish in his first 100 days.

On the August episode of the Journey Podcast, it's an electric journey! What do EV drivers want, and what makes their vehicles unique? Automotive journalist and EV enthusiast Jordan Golson joins the show to break down the electric vehicle market, and why he believes Nokian Tyres is positioned well in the space. Then Nokian Tyres Development Manager Leo Hillman go in-depth on how Nokian Tyres makes tires that serve as seamless fits for electric vehicles. What sets us apart in the EV world, and what is our strategy in that segment? Learn more about Nokian Tyres' commitment to serving EV drivers! Visit NokianTyres.com/EVs.

Chris Rogers co-owns a tire shop in Idaho. Noah Hudson-Peralta captures car content. This month, they're ready to take you on remote journeys on -- and off -- some of the best roads in North America. Why do Chris and his counter workers swear by the all-terrain Nokian Tyres Outpost family? What did Noah experience when he took the ultra-high-performance all-season Surpass AS01 on more than 300 hairpin turns through the Smoky Mountains? Follow Nokian Tyres on social media -- @NokianTyresNA on Facebook, Instagram, TikTok and Threads.

Nokian Tyres' growth in Dayton, Tennessee is making an impact at the factory and throughout North America. On this month's Journey Podcast, we catch up with a Florida tire dealer who launched a relationship with Nokian Tyres because of the high-quality supply coming from our Dayton Factory. Then we catch up with Nokian Tyres Shift Supervisor Ethan Keur, who began as a production operator four years ago and has risen through the ranks thanks to a growth-driven culture in Dayton. Follow Nokian Tyres on social media. You can find us at @NokianTyresNA on Facebook, Instagram, TikTok and Threads.

Road trip season is upon us, and drivers across North America are preparing for summer travel. On this month's episode of the Nokian Tyres Journey Podcast, BSI Service Center Vice President Brandon Bass joins us from Wilmington, North Carolina to explain how his family-owned shop finds success during one of the busiest times of year. Then, content creator Alex Howard returns to discuss the wide array of adventures he's taken on Nokian Tyres products, from the sands of Baja to the snow of the Sierra Nevada. Follow Nokian Tyres on social media! Visit @NokianTyresNA on Facebook, Instagram and Threads.

"Nokian Tyres invented. Everyone else followed." That's what Tire Factory Sales Manager Pat Howley thinks about the performance journey Nokian Tyres has led for decades. On this episode, Pat analyzes the success of the all-weather Nokian Tyres Remedy WRG5 one year after its launch. And Brock Keen takes us on a journey across the American West to assess the performance of the new Nokian Tyres Surpass AS01. Follow Nokian Tyres on social media -- @NokianTyresNA on Facebook, Instagram, Threads and TikTok

Who has the worst roads in North America? Nokian Tyres is asking drivers to vote. And Jordan Schiefer joins the show to discuss his experiences so far on the Nokian Tyres Surpass AS01, after driving a Tesla and Miata across the Rockies and West Coast.

Nokian Tyres launched the new Surpass AS01 at an event last week at Las Vegas Motor Speedway. On this episode of the Journey Podcast, we caught up with dealers and journalists to learn how the tire expanded their expectations of what an ultra-high-performance all-season product can deliver. You'll hear from dealers from Quebec to Arizona, Oregon to Florida and beyond. Learn more about the Nokian Tyres Surpass AS01 at NokianTyres.com/Surpass.

Nokian Tyres is pleased to introduce the Nokian Tyres Surpass AS01™, an ultra-high-performance all-season tire designed to Expand Your Expectations™ of what a tire can deliver. Nokian Tyres Development Manager Leo Hillman joins the show to explain how the Surpass AS01 delivers a complete driving experience. Then Alray Tire Owner Judd Huffman explores how his shop has served as part of the "heartbeat" of Boone, North Carolina after a hurricane devastated the community. Learn more about our new tire at NokianTyres.com/Surpass.

On the 50th episode of the Nokian Tyres Journey Podcast, we dive into what made 2024 successful for Nokian Tyres and our partners. We chat with Vice Presidents Lauri Halme and Tommi Heinonen about our growth and customer relationships. We chat with tire shop owner John Linder about the rollout of the "home run" Nokian Tyres Remedy WRG5 all-weather tire. And we travel to Dayton for a visit with Warehouse Lead Jonathan Hall about the growing culture at our North American factory.

Niagara Battery & Tire started selling Nokian Tyres products just over two years ago. On this episode of the Journey Podcast, we check in with them to see how the relationship is going, why they signed on in the first place, and why they would recommend Nokian Tyres to customers and fellow dealers. Plus, we dive into the unique weather in the Niagara region, and how it plays into their product recommendations to consumers.

Nokian Tyres is celebrating 90 years since we invented the winter tire. In honor of the milestone, we're taking listeners behind the scenes to experience a treacherous winter tire film shoot. How did our flagship Nokian Tyres Hakkapeliitta winter tires help avoid disaster? Plus, Hakka Ambassadors weigh in on why they love Nokian Tyres winter tires. Celebrate with us at NokianTyres.com/Winter90.

The all-weather tire celebrates its 25th anniversary this week! In honor of All-Weather Week, Nokian Tyres sits down with two experts in the only true year-round driving solution. Nick Fox of Gills Point S has sold all-weather tires for years as a dealer in Montana, Idaho and Utah. What is the key to educating drivers? And Nokian Tyres Development Manager Leo Hillman discusses how the inventor of the all-weather tire continues to serve as a leader, with six generations of all-weather products.

On September 19, Nokian Tyres celebrated the grand opening of its new tire factory in Oradea, Romania. We attended the event and spoke with Senior Vice President of Operation Excellence Adrian Kaczmarczyk about how the factory represents our larger global business strategy. Plus, we are excited to invite dealers to get involved in two campaigns that celebrate major milestones for Nokian Tyres and our industry.

How is tire testing in Spain helping Nokian Tyres develop tires for North American roads? And how is a tire shop in Alaska preparing for an electric future? Nokian Tyres sits down with a tire test leader at Hakka Ring in the deserts of Spain to discuss tire testing at the state-of-the-art facility, then journeys to the Land of the Midnight Sun to explore how Alyeska Tire is embracing EV drivers.

It's an electric journey in the automotive space these days. As more drivers opt for electric vehicles, how is Nokian Tyres meeting their needs? A popular EV expert dives into why he, and a growing number of his fans, are Nokian Tyres customers. Then, Nokian Tyres Vice President of Product Management Marko Saari stops by to explain our Electric Fit symbol. How do we ensure the latest generations of all our tires are seamless fits for EVs? Learn more about Nokian Tyres' EV-ready tires at NokianTires.com/EVs.

Nokian Tyres has completed the ramp-up stage at its North American factory in Southeast Tennessee. On this month's show, we chat with Dayton Factory Warehouse Manager Keith Wilkerson about the significance of Nokian Tyres' new finished goods warehouse at the campus. And we catch up with Test Engineer Marc Cooper about our increased testing efforts in North America.

Protecting the environment is a vital pursuit, but it can be hard to connect the dots from sustainability to a tire's value to consumers. Thrive Regional Partnership's Rhett Bentley is accustomed to pitching how green practices can lead to growth. The chief communications officer weighs in on how to turn sustainability into a value proposition for drivers.

How will Nokian Tyres' new all-weather tire help tire businesses grow? Linder Tire Owner John Linder talks about how the new Remedy WRG5 tire will help him serve his customers and build loyalty to his business.

The Nokian Tyres Remedy WRG5 will provide drivers with natural confidence, performance and resilience. Why are dealers excited about this combo? We speak with Tire Factory's Pat Howley and Fetzer Tire's Howie Fetzer.

This week, Nokian Tyres launched the Remedy WRG5. It's the sixth generation of the tire we invented in 1999 -- all-weather tires built for year-round use and certified for winter driving. Nokian Tyres Director of Products Steve Bourassa joins the show to discuss the key benefits of this exciting new product. Then, entrepreneur and mother Sandra Erath drops by to explain why the Nokian Tyres Remedy WRG5 gives her Natural Confidence. Learn more about the Nokian Tyres Remedy WRG5 at NokianTires.com/Remedy.

Dennis Dwyer drops by the podcast to explain why he describes himself as Nokian Tyres' biggest fan. Why does he trust our winter products to navigate New York winter weather, and how does that faith carry into our all-season and all-terrain tires? What advice does he have for dealers? Plus, sustainability news from the Dayton Factory.

A pair of successful Northeastern tire dealers share their advice for winter tire changeover season on this month's episode of the Nokian Tyres Journey Podcast.

Travel with us to the mountains and high desert of Oregon to test tires at the 2023 Overcrest Rally! Nokian Tyres representatives and our ambassadors truly experienced peace of mind in all conditions at this challenging event. Join us for a recap of the journey.

This month, we’re celebrating the 24th birthday of Nokian Tyres’ introduction of the all-weather tire to North America. Gill's Point S Tire & Auto Manager Jared McDermott joins us from Montana to discuss why his customers love the Nokian Tyres WRG4. Then Steve Bourassa drops by to explore the history and innovation behind our all-weather products.

On this month's episode, new all-weather tire driver Jonathan Beecher Field details his journeys between South Carolina and Vermont on the Nokian Tyres WRG4. And Director of Marketing Hans Dyhrman drops by to outline the marketing tools available to dealers this winter sales season.

What does Nokian Tyres' new ELECTRIC FIT symbol mean for drivers and tire dealers? Nokian Tyres Head of Product Management Marko Saari discusses it in detail in a special bonus episode.

Nokian Tyres is pleased to introduce ELECTRIC FIT, a symbol that signifies that every Nokian Tyres product is a seamless fit for electric vehicles. What does the symbol mean, and how do we test tires to meet the demands of EVs? Head of Product Management Marko Saari drops by to explain. Then, Ben Morris of Gills Point S Tire and Auto in Oregon speaks with us about he addresses the needs of his EV customers. Learn more about our quest to satisfy the needs of EV drivers at NokianTires.com/ElectricFit.

As hiring nears completion at our North American factory in Dayton, Tennessee, dealers and drivers are buying Nokian Tyres products that are crafted in the USA. Why does that matter to retailers and consumers? We sat down with Zurcher Tire COO Carson Cornelius to discuss the impact of the "Crafted in USA" story on his business and customers. Plus, an excerpt for our recent episode that went behind the scenes of our journey to Europe with the New York Times.

The New York Times visited Nokian Tyres in Romania and Helsinki for a front-page feature story that ran May 5. Host Wes Boling joined the journalist on the trip and offers a behind-the-scenes account of the experience.

Popular college football journalist Steven Godfrey joins this month's show to share his favorite off-the-beaten-path destinations in the sport. He also shares his experience on our all-weather tires and previews year two of the partnership between Nokian Tyres and his podcast, Split Zone Duo. Then, Hope Valenti chats with Dayton Factory EHS Manager Darren Bakkestuen about sustainability efforts at the award-winning facility.

Dealers are getting excited about Nokian Tyres’ new Outpost nAT, which is made at the Dayton Factory. On this month’s episode of the Journey Podcast, Owner Judd Huffman of Alray Tire in Boone, North Carolina explains why he’s “stoked” for the new all-terrain tire, and why he’s proud to be a growing Nokian Tyres customer. Then we drop by the Dayton Factory to talk with Collin Beam and Kevin Browning about a powerful mentorship program that helps train new employees and cultivate leadership at the award-winning facility.

Benoit Sarrazin joins this month's show to discuss changeover season in Quebec, which was recently named by Nokian Tyres voters as the place with the worst roads in North America. Then, Josh Tenge drops by to discuss his appreciate for Nokian Tyres products as a member of the Rocky Mountain Audi Club.

On this month’s Journey Podcast, Utopia Tire General Manager Tim Paich explains how he turned customers into members of the Cult of Hakkapeliitta – and why we’re the only brand drivers recommend to each other in the waiting room. Then, Instagram creator Brock Keen joins us to recount his adventures at Little Ivalo and Georgetown Lake, and to discuss why he was so interested in partnering with us.

This month, we visit with customers at Little Ivalo, our winter test event in Copper Mountain, Colorado. We speak with dealers from Florida to North Dakota about their relationship with Nokian Tyres, how they’ve successfully sold our products and what they think about the Little Ivalo experience.

Nokian Tyres announced the creation of 75 jobs and construction of a warehouse at our Dayton, Tennessee factory, where we plan to double production by 2024. Dayton Factory Operations Director David Korda drops by to discuss the big news. Plus, Fetzer Tire's Howie Fetzer details the importance of the all-weather Nokian Tyres WR G4 to his business's success and his family's safety.

North America Vice President of Sales Tommi Heinonen discusses the successes and challenges of 2022 for our company and partners. Plus, more recognition for Nokian Tyres' sustainability leadership.

On this month's episode, Alejandro Brown discusses his popular Instagram account, @I70Things, and details the partnership he launched with Nokian Tyres. We also cover big production news: a new factory in Romania.

Paul Pabst, executive producer and co-host of the Dan Patrick Show, tells us why he's a Nokian Tyres fan. And two successful counter workers at Waukegan Tire in the Chicago area discuss the reasons for their big sales of Nokian Tyres products.

Nokian Tyres had a presence on some of the most remote roads in the United States this summer, and we'd like to take you there! Join us on the trips we took to the Sawtooth Mountains of Idaho and the northernmost drivable point in Alaska.

Nokian Tyres Director of Marketing Hans Dyhrman drops by to preview the company's fall campaign and discuss how Nokian Tyres will help dealers sell tires this winter.

We're pleased to announce fresh eco-friendly driving information! Also, Nokian Tyres helped a new customer propose to his now-fiancée.

Avid road tripper Brock Keen joins the show to discuss an emotional journey on the Nokian Tyres Outpost to relive his elopement. Then Jill Henderson and Renee Couture from the Nokian Tyres marketing team drop by to recount a remote journey through stunning scenery.