Dear business partners, dear journalists,
it is my pleasure to invite you to the launch of our exceptional new winter tire, engineered specifically for the needs and high expectations of Central European drivers.
This launch represents another important milestone for our company. The tire has been carefully developed, rigorously tested in authentic environment, and sustainably produced - reflecting our commitment to innovation, safety, and responsibility. Designed to excel in the demanding and varied winter conditions of Europe, it sets a new benchmark for performance and reliability.
The event will take place from 16th till 21st March 2026, on various tracks of White Hell, our unique test center in Ivalo, Finland. Established in 1986, White Hell is the world's largest and most diverse winter testing environment, with over 30 tracks and lakes that enable rigorous tire testing for over 200 days each year in true sub-zero conditions.
Throughout the event, you will have the opportunity to experience the exceptional performance of our new winter tire across a wide range of surfaces and scenarios. You will also be able to meet the experts behind its development, gain insights into the technologies involved, and discuss the innovations that make this product a remarkable leap forward in winter safety.
Be among the first to witness the future in action.
I hope you won´t miss out on this exciting event and will join us in Ivalo. I am looking forward to seeing you there!
Tommi Alhola
Senior Vice President Central Europe,
Nokian Tyres
Nestled north of the Arctic Circle, Nokian Tyres’ Ivalo test center “White Hell” stands as the true birthplace of the company’s winter tire expertise. Opened in the 1986, it has grown to become the world’s largest and most diverse winter testing environment for tires.
Experience the magic of winter in Finnish Lapland - a place where every moment feels touched by the Arctic’s enchantment.
Discover two timeless Nordic traditions that warm the soul and awaken the spirit
Join us in Ivalo to experience our latest winter product and unforgettable moments on White Hell’s tracks.