Korean brand Kumho Tire Expands Its Nordic Footprint
21 Nov 2025
Stockholm / Helsinki — Kumho Tire is reinforcing its presence across the Nordic and Baltic region with a sharpened local strategy, growing dealer cooperation, and a stronger focus on EV and sustainability-driven product development.
The company’s Nordic & Baltic operations are managed through Kumho Tire Europe Stockholm Filial, recently opened as a strategic hub overseeing sales, logistics, and marketing support in Sweden, Denmark, Norway, Iceland, Finland, and the Baltics.
The Stockholm office is more than a sales branch. “It’s a technical and digital hub,” says Sangwook Lee, Managing Director of Kumho Tire Europe Stockholm Filial. “We are expanding dealer training programs and rolling out an integrated online platform offering product data, certification, marketing materials, and warranty support.”
Balanced growth
Sangwook Lee, Managing Director of Kumho Tire Europe Stockholm Filial
“Sweden is already our strongest foundation market and continues to show steady growth,” continues Lee. “Denmark will benefit from new winter tire legislation introduced in July 2025, while Norway’s world-leading EV adoption—over 94 %—drives strong demand for EV-specific tires. We are pursuing balanced growth across all Nordic markets.”
Logistics and Local Service
The Nordic region’s long distances, low population density, and strong seasonality pose well-known challenges for tire distribution. Kumho Tire manages these through its Stockholm base and an established network of partners across the region. “We leverage our partners’ logistics networks for efficient operations,” Lee explains. “At the same time, we are reviewing options for future European production, which would further shorten delivery times.”
Finland: A Market of Strong Potential
Within the region, Finland remains a key market—representing roughly 15 % of Kumho’s Nordic and Baltic business. “Having dependable business partners across the value chain is crucial,” notes Erik Sundqvist, Kumho’s Sales Director for Nordic & Baltic. “Distribution demands are rising, and delivery expectations keep evolving. Finland stands out for its professionalism and loyalty.”
“Nordic expectations are extremely high regarding performance on ice.”
Designed for the North
Nordic drivers are renowned for their tire awareness and demand for superior winter performance. Kumho has invested years in developing products for Arctic conditions, working closely with its Kumho Europe Technical Center (KETC) in Frankfurt. “Nordic expectations are extremely high regarding performance on ice,” Sundqvist explains. “We continue widening our range for passenger, light truck, and truck segments.” Recent innovations include the WP52+ European Alpine winter tire and the Ecsta Sport UHP summer tire, both “EV-Ready.” Kumho’s EV-specific PS71 EV is supplied as original equipment for the Kia EV6, while the KCA31 electric bus tire expands the company’s commercial EV lineup.
Sustainability and Future Outlook
Kumho Tire, founded in 1960 in Gwangju, Korea, and part of Doublestar Group since 2018, operates eight production plants and multiple R&D centers worldwide. Europe accounts for over a quarter of its global sales, and plans for a European factory are under review. “Our ambition is to improve customer service by being much closer to the market,” says Sundqvist. “A European production base would mean shorter distribution chains, faster delivery, and stronger OEM cooperation.” Environmental compliance is another strategic pillar. Kumho aligns its operations with EU tire labeling, Traficom standards, and the EU’s climate framework, targeting Net-Zero emissions by 2045. “Kumho is investing heavily in faster innovation and in delivering increasingly high-quality products,” Lee concludes.“ The Nordic region remains a priority for Kumho Tire.”
Nordic Tire Market Overview
The Nordic region stands out as one of Europe’s most advanced and regulation-driven tire markets, combining strong winter-tire traditions with rapid electrification. In Norway, more than 90 % of private cars use winter tires each season, with similarly high compliance in Sweden and Finland. Denmark has now introduced national winter-tire legislation in 2025, expected to further stimulate demand.
Replacement tires dominate the market with over 85–90 % of total sales, reflecting long vehicle lifespans and high car ownership rates. According to Eurostat 2024, motorization levels in the Nordics range from approximately 500 to 660 cars per 1 000 inhabitants, with Finland (666) being the highest, followed by Norway (517), Denmark (≈500) and Sweden (476).
Nordic consumers also represent one of Europe’s most premium-oriented tire segments, prioritizing safety and performance on ice. According to Tyres Europe, battery-electric vehicles already account for over 5 % of the regional car stock, with adoption rates surpassing 90 % of new-car sales in Norway and around 60 % in Sweden. This transition continues to drive demand for EV-optimized, low-noise winter tires. The European winter-tire market as a whole is valued at USD 6.56 billion in 2024 and projected to reach USD 9.46 billion by 2030 (CAGR 6.35 %), while Finland’s retail tire and rim market is forecast to grow by approximately 6.5 % annually through 2033.
For tire manufacturers such as Kumho, the Nordic region combines a strict regulatory framework, advanced consumer expectations, and a rapidly electrifying car parc — making it both a challenging and strategically important market.
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.
