Nokian Tyres Educates Consumers About Driving Safety Through ‘First Things First’ Fall Campaign

DAYTON, Tenn. – Nokian Tyres is reminding consumers to put “First Things First” this fall with an awareness campaign designed to attract North American drivers to tire shops in time for the holiday travel season.

The inventor of the winter tire launched its First Things First campaign in September to educate consumers about the importance of making driving safety their first priority. The global tiremaker is unfolding a comprehensive content campaign on social media, YouTube and dealer showrooms.

Assets include:

• Humorous video shorts targeting drivers in the winter, all-season and all-weather segments via social media and dealer showrooms
• Educational graphics on the company’s Facebook and Instagram channels that teach consumers about Nokian Tyres’ leadership in innovation
• Tire tips from counter workers at shops across North America, found on Nokian Tyres’ TikTok page
• Reviews from Nokian Tyres Hakka Ambassadors showcasing the real-world application of the company’s product innovation
• A web page, com/First, with product information, video content and a dealer locator

The campaign runs through the end of December.

“Driving safety is vital year-round, but the stakes rise in winter thanks to inclement weather and the busy travel season,” said Nokian Tyres North America Director of Marketing Hans Dyhrman. “The goal of our First Things First campaign is to partner with dealers to remind drivers that road safety should be top of mind this time of year, from the snow belt to the sun belt.”

Nokian Tyres invented the winter tire in the 1930s and celebrated the product segment’s 90^th anniversary last year. The company also introduced the all-weather passenger tire to North America, and it will commemorate that innovation this December with its annual “All-Weather Tire Week.”

Many of Nokian Tyres’ all-season and all-weather tires come from its award-winning production factory in Dayton, Tennessee, which opened in 2019 to serve the needs of the North American market. The company is complementing its increased production presence in the region with investments in marketing, sales and product development. It recently announced a nationwide distribution partnership with American Tire Distributors and established a research and development presence in North America.

Brand Finance named Nokian Tyres the fastest-growing tire brand in the world in its May 2025 report.

To access Nokian Tyres’ First Things First campaign, dealers and drivers are invited to visit NokianTyres.com/First. They can also follow the company on social media; its handle is @NokianTyresNA on Instagram, Facebook and TikTok.