In May 2025, the European Commission opened an investigation concerning the import of passenger car tires from China. The investigation was launched by tire manufacturers operating within the EU, who filed a complaint about unfairly low-priced imports and the resulting damage to European producers.
The EU’s market value for the passenger car tire segment in 2024 was over 18 billion euros, and the industry employs approximately 75,000 people across 14 EU countries. If the investigation confirms that prices are unfair and that this causes damage to the sector, the European Commission may intervene with customs regulations. Temporary measures could be implemented within as little as eight months.
Our foreign correspondent for Northern Europe, Valentina Ahlavuo, has spoken to a variety of Finnish importers and industry experts, who expect that customs sanctions will only be visible in Finland with some delay, while pricing may change. The possible tariffs on Chinese passenger car tires could directly affect Finnish importers and wholesalers, who are heavily dependent on Chinese supply, particularly in the budget segment. These tariffs could alter the pricing and availability of tires in Finland during the upcoming winter months. Customs measures are expected to significantly change the dynamics of the European tire market. Globally, wholesalers have already halted Chinese passenger car tire imports, at least temporarily, after August. China’s production capacity transfer is ongoing, and there are many rumors about production cuts.
Voices from the industry
The European Commission's planned tariffs on Chinese passenger car tires are causing intense debate in Northern Europe. Numerous representatives of manufacturers, importers, and dealers have commented on the possible impact of the measures.
How do the sanctions affect Pirelli’s operations?
Jyrki Aarnivaara, PIRELLI Nordic: “Pirelli has two factories in China, mainly serving Asian demand. The company has also previously planned to relocate some production to Europe. Currently, there is no indication that the sanctions will directly impact Pirelli's operational activities.”
Are deliveries delayed?
“No, winter products are already on the market according to production plans, and deliveries are proceeding normally.”
How does Pirelli view the market?
“Pirelli strongly believes in free competition. There are already products in various price ranges in the industry — some focus on budget tires, and others, like Pirelli, emphasize high quality. We believe European manufacturers will maintain their positions, and the market will continue to meet demand with a diverse range of products.”
Assessments from the trade
Mikko Hänninen, RENGASDUO: “The sanctions decision will inevitably impact the activities of all tire trade professionals in Finland and Europe. Chinese tire brands’ production has already largely concentrated in China, and customs regulations have been considered in the market. One in four tire manufacturers only has production plants in China, so the effects will be interesting to follow. In the future, the impact of customs decisions on the European tire industry will definitely become visible.”
Do you think the tariffs are necessary? Who benefits and who suffers?
“The benefits and drawbacks will become apparent with some delay, as the entire European market adjusts to the new rules. The global economy was built on cooperation for a long time, but rapidly changing borders and customs practices challenge this structure. The final effects will only become clear over time.”
How do the tariffs impact supply security?
Juha Luume, NDI FINLAND: “The trade situation has remained stable, and deliveries have been smooth. The challenge lies in obtaining products on time for the season, but these challenges are not necessarily related to tariffs. For the upcoming winter, we believe affordable winter tires will suffice in meeting demand, and there will definitely be suitable options available. Shortages are not expected.”
How do political decisions influence the market?
“We don’t want to be caught up in political decisions; instead, we rely on the flexibility of the markets. Prices are likely to rise, but consumers will still find enough suitable tires.”
How does the situation affect Vannetukku?
Jukka Heiskanen, VANNETUKKU.FI: “No one in the retail sector has a definitive answer on the progress of the customs project. There is experience with truck tires, which have shifted manufacturing to other countries. The same is happening with passenger car tires. Different factories have varying capabilities for this change. Our principals are well prepared, but some will need more time.”
Long-term market development
Rutger Veerman, VIMEXA, AUTOTEK FINLAND OY:
“The final details of the customs countermeasures are still being clarified, and the EU Commission has given the market a quite long preparation time — over six months — allowing the market to partly adapt and make forecasts. The effects of the EUDR system will also become visible in the European tire market starting January 2026. Nearly 120 million tires were imported to Europe from China in 2024, accounting for 72% of total imports. Clearly, in the coming years 2026–2027, we will face a significant shortage. Industry key players are actively relocating production to other Asian countries like Vietnam, Thailand, and Cambodia, but re-routing such large volumes won’t happen immediately. We also see a trend over the next five years when the largest Asian factories will begin production in Europe.”
“By 2030, Chinese major players are expected to be more advanced, smarter, and in a stronger competitive position.”
Tamlin Human, GOODYEAR: “Goodyear remains confident in its ability to supply products as planned in Finland. The plan has been developed closely with customers to forecast market needs and ensure timely availability of products. The winter tire ranges, including UltraGrip Ice 3 and UltraGrip Arctic 2, are already produced in Europe, bringing Goodyear closer to key markets. Additionally, new models have been added to the winter tire lineup. We believe the winter product range will remain diverse and comprehensive. Goodyear is committed to developing winter products and significantly expanding supply across different vehicle segments.”
Valentina Ahlavuo
Publisher of RVK Uutiset, EV FINLAND, and automediat.com
Covering news and events across Northern Europe for Gateway, with a focus on the Independent Aftermarket, electric vehicles, workshops, and tire retail in Scandinavia. Well-connected in the Nordic auto scene and always up for networking.
