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Annual Report 2015 the Specialist in Demanding Conditions Annual Report 2015 The specialist in demanding conditions Nokian Tyres is the world’s northern- of competitive advantage: an image of most tyre manufacturer. It promotes and quality based on innovations, state-of- facilitates safe driving in demanding the-art technology, decades of customer conditions. Whether driving through a experience, a strong distributor network winter storm or heavy summer rain, and logistical expertise. our tyres offer reliability, performance, Central Europe and North America are and peace of mind. We are the only also important market areas in which we Drive tyre manufacturer to focus on products are seeking profitable growth. for demanding conditions and customer We mainly sell our products in requirements. the aftermarket. Nokian Tyres group Innovative tyres for passenger cars, includes the Vianor tyre retail chain with trucks, and heavy machinery are mainly wholesale and retail business in Nokian safely! marketed in areas with snow, forests and Tyres’ primary markets. Nokian Tyres has challenging driving conditions caused by factories in Finland and Russia. In 2005– varying seasons. We develop our products 2015, we invested more than EUR 1 billion with the goals of sustainable safety and in our factories, whose productivity and Our unique expertise creates the safest environmental friendliness throughout the product quality are top-notch in the premium products and services for the product’s entire life cycle. industry. Nokian Hakkapeliitta has been the In 2015, the company’s Net sales everyday life. As a pioneer in the tyre leading brand of winter tyres for more were approximately EUR 1,4 billion, and industry, we want to be the best in than 80 years. In the Nordic countries it employed 4,400 people at the end of and Russia, market and price leadership year. Nokian Tyres’ stock is listed on the everything we do! derive from Nokian Tyres’ key sources Nasdaq Helsinki. Nokian Tyres plc. 2 Annual Report 2015 Content Key Figures 2015 ................................................................ 4 Year 2015 in brief ............................................................... 5 Letter from the President and CEO ................................... 6 Strategy .............................................................................. 8 Business Environment ..................................................... 13 Market Areas .................................................................... 15 Sales and Distribution ..................................................... 17 Vianor ............................................................................... 18 Customers .......................................................................... 20 Marketing ......................................................................... 22 Personnel .......................................................................... 24 Nokian Passenger Car Tyres ............................................ 26 Nokian Heavy Tyres .......................................................... 29 R&D and Testing .............................................................. 31 New Products and Innovations ....................................... 37 Production ......................................................................... 46 Corporate Responsibility .................................................. 47 Board of Directors ............................................................. 49 Management .................................................................... 50 Key Figures ....................................................................... 51 Consolidated Income Statement .................................... 52 Consolidated Statement of Financial Position ��������������� 53 Consolidated Statement of Cash Flows �������������������������� 54 Investor information ........................................................ 55 Nokian Tyres plc. 3 Annual Report 2015 Key figures 2015 Key figures, IFRS EUR million 2015 2014 change% Net sales 1,360.1 1,389.1 -2.1 Operating profit 296.0 308.7 -4.1 % net sales 21.8 22.2 Profit before tax 274.2 261.2 5.0 % of net sales 20.2 18.8 Return on capital employed (ROI), % 20.3 19.2 Return on equity (ROE), % 19.6 16.0 Interest bearing net debt -209.7 -164.6 -27.4 % of net sales -15.4 -11.8 Gross investments 101.7 80.6 26.2 % of net sales 7.5 5.8 Net cash flow from operating activities 283.4 323.4 -12.4 Earnings per share (EPS), EUR 1.80 1.56 15.1 Cash flow per share (CFPS), EUR 2.12 2.43 -12.7 Shareholders equity per share, EUR 9.24 9.07 1.8 Equity ratio, % 70.8 67.5 Personnel, average during the year 4,421 4,272 Nokian Tyres plc. 4 Annual Report 2015 Year 2015 in brief Year 2015 in brief growth in Summer tyres’ share of total North American 27% sales. 25% sales. In Russia, sales contracted Share of consumers due to the collapse in who would recommend consumer purchasing power. 93% Nokian Tyres. 120 new Vianor outlets. growth in SUV Sales developed positively summer in the Nordic countries over 400 new NAD and % tyres sales. and Central Europe. N-Tyre outlets. 82 Growth in sales of tyres for forest Personnel reductions in 13% machinery. the Nokia factory. Nokian Tyres plc. 5 Annual Report 2015 ToimitusjohtajanLetter from CEO kirje Challenges continue in Russia, growth on other markets Dear reader, I would like to begin my letter by discussing the events of this The Nokian factory plays a major role in product development. In year. It is rare for a company to publish its best ever news and its the future, we aim to succeed in tests and our customers’ own worst ever news within the same few weeks. In February, we said comparisons when they use our products. that we had made clear mistakes in the way we had handled our participation in magazine tests. In my experience, this has been 2015 common practice throughout the industry, but this does not mitigate the issue at all. Magazine testers became wise to this several years The Russian economy has been weakening since 2013 and the decline ago and the nature of testing itself has become more reliable as time accelerated last year. Russia accounted for 34% of our sales in 2013, has gone by. I humbly apologize for our own actions. We identified but this figure fell to just 17% in 2015. Consumer purchasing power an issue, we corrected it, and now we are moving forward while in Russia has collapsed as a consequence of the depreciation of the making sure that when our tyres are sent for testing, they are the ruble, rapid inflation, and a decline in real earnings. At the same same as the ones our consumers receive from stores. We hope that time, the North American economy has shown a reasonable increase we will also be able to point the entire industry in a better direction and Europe also began looking up. The Nordic countries showed and create ethical testing principles for the sector. stable development. However, world-wide growth figures for tyre Just before this, we reached a rare milestone at our location in markets were modest and sales of winter tyres remained only slightly Nokia in Finland, and this is one of the finest, most positive pieces positive, with minor growth, due to mild winter conditions. of news in our company’s history: an agreement with shop stewards Despite these challenges, our organization and selected and personnel to improve flexibility. To thank our personnel for their strategy showed their strength. Profitability has remained strong adaptability, we promise not to make any redundancies or lay-offs throughout the economic crisis in Russia and we had particular for production- or finance-related reasons for two-and-a-half years. success in the second half of 2015, when we reversed a declining Nokian Tyres plc. 6 Annual Report 2015 Letter from CEO three-year trend in profitability and more recent negative sales figures, 26 countries. The net sales of our Vianor unit increased in 2015 in comparison with returning the business to growth. the previous year. However, Vianor suffered from the lack of a real winter and Raw material prices continued to decrease rapidly, ensuring that pricing missed its earnings targets. and competition remained intense. However, we succeeded in increasing our Our Heavy Tyres unit continued its strong development and accelerated our market share and price position in almost all of our markets. Our investments growth. Sales have increased thanks to positive development in the forestry in product development and marketing contributed to this. We have increased sector – an area of importance for us. At the same time, production efficiency the resources available to our sales companies for sales, logistics, and has increased considerably, which has enabled our profitability to show favorable customer service. I believe that the world’s best tyres are now supported by development. The unit achieved an excellent operating profit level of 18.5%. the team and tools that they deserve. We have also invested in marketing, product development, logistics, and good For the full year, our sales and profitability did not match the previous year. customer service in this unit. I believe that these actions will enable profitable However, we demonstrated that our success does not depend on Russia. We growth to continue also in this business area. are able to grow also in other markets without compromising on profitability. Recent years have been tough on our personnel. Due to the weakness of the Our shareholders have enjoyed dividends enabled by our profitability and Russian market, we have had
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