This time the Finland-based company has taken steps to increase its presence in North America (specifically New Hampshire). Nokian Tyres has made a partner agreement with Vianor-Concord operated by South East Ventures LLC and given them the right to use the Vianor brand.
According to company representatives, Nokian Tyres does not officially own Concord, in contradiction with some local news reports. Instead, the agreement sees Concord Tire and Auto Service, an independent company for 27 years, effectively licensed and rebranded as a Vianor outlet. There are now six Vianor outlets in the U.S. (Tyres & Accessories/Staffordshire, U.K.)