SHERIDAN, WYOMING – August 8, 2025 – Change is in the air at Nokian Tyres — and it’s not just about new tread patterns. The Finnish tire brand, known for combining safety with Scandinavian style, is shaking up its leadership team to drive fresh growth in North America and the Nordics starting September 1, 2025.
While boardroom shifts may seem distant to the average driver, these appointments could directly influence the tires rolling onto your next car — and the quality of service you receive at your local dealer.
New leadership for new roads
Christopher Ostrander is stepping into the role of SVP, passenger car tires, North America, joining the Nokian Tyres management team. Ostrander has been on the company’s board of directors since 2021 and chaired its investment committee since 2024 — roles he will step down from before starting this new position. He succeeds Lauri Halme, who will now take over as SVP, Vianor, continuing his place on the management team.
Tron Gulbrandsen, currently VP of passenger car tires in the Nordics, is also moving up to SVP for the region and joining the management team.
“These changes reflect our enhanced commercial focus. I am extremely excited to welcome Christopher to the management team. His extensive experience and deep knowledge of the tire industry and the North American market will strongly support our future expansion in this strategic growth area, helping us secure our premium positioning and further strengthening our product and go-to-market strategy,” said Paolo Pompei, president and CEO of Nokian Tyres.
Why this matters for everyday drivers
Boardroom decisions don’t just affect shareholders — they shape what ends up on your driveway. With Ostrander focusing on North America, expect stronger availability of Nokian’s all-season and winter tires, possibly with designs and features better suited to U.S. and Canadian driving conditions.
Meanwhile, Halme’s move to Vianor could mean upgrades to customer service and an expanded network of tire centers — a win for anyone who values expert fitting, maintenance, and seasonal changeovers.
Pompei also credited Halme’s North American work: “At the same time, I want to thank Lauri for his valuable contribution to our business transformation in North America and for laying a solid foundation for future growth. He will now focus on the strategic development of our service capabilities and the further development of the Vianor network.”
Nordic expertise driving forward
In the Nordics, Gulbrandsen’s two decades of sales and business development experience could mean even sharper customer focus — something particularly valuable in regions where tire performance is tested in extreme cold and shifting conditions.
“Finally, I want to congratulate Tron for being appointed to the management team. With 20 years of successful business development and sales leadership experience in the Nordic region, Tron brings valuable insights. His customer-centric approach will further sharpen our commercial focus and help consolidate our presence in the Nordic market,” Pompei added.
Mini feature comparison: Nokian vs. typical tire brands
- Cold-weather performance – Nokian is globally recognized for winter tire innovation, unlike many all-weather brands that focus primarily on mild climates.
- Eco-friendly design – Scandinavian roots mean a stronger push toward sustainability, with eco-compounds and low rolling resistance tech.
- Retail network – Through Vianor, Nokian offers a more integrated sales and service experience compared to brands that rely solely on third-party dealers.
The bigger picture
These leadership changes show Nokian isn’t just keeping pace — it’s preparing to overtake in strategic markets. For drivers, this could mean better product fit for local conditions, improved dealer service, and a more consistent premium experience whether you’re navigating icy Nordic roads or rainy North American highways.
Learn more about Nokian Tyres’ products, services, and network at www.nokiantyres.com.