Your family has been in the tyre business for decades. How has the company evolved over the years?
Timo Saari: Our company dates back to 1945, when my grandfather bought a small tyre business. My father later joined, and today I work together with my parents. It’s both rewarding and challenging to run a family business. The market is highly competitive. We used to operate as a full-service tyre company with six employees, but in 2016 we sold most of the business. Since then, I’ve focused on our webshop, niche off-road tyres, and marketing activities, including social media.
What has been your experience working with Chinese tyre manufacturers?
Timo Saari: I’ve had both very positive and very difficult experiences. In some cases, product quality declined over time and suppliers refused to take responsibility. I eventually stopped working with one manufacturer after years of cooperation because customer complaints increased and I had to replace products at my own expense. That experience made me much more careful when choosing partners. My advice to other retailers is to work with trusted companies and inspect products personally whenever possible. Poor-quality products can cause significant financial losses. At the same time, China offers opportunities, especially for specialised products and custom wheel designs that would be far more expensive to produce in Europe.
“My advice to other retailers is to work with trusted companies and inspect products personally whenever possible. Poor-quality products can cause significant financial losses.”
How do you see the future of the market, especially regarding tariffs on Chinese products?
Timo Saari: Tariffs are a difficult issue because many specialised tyres are manufactured in China. If prices rise further, it could become very hard to sell these products. That’s why I’m increasingly focusing on premium wheels and niche products with distinctive designs and higher quality standards. I no longer want to compete mainly in the low-cost segment. Customers recognise and appreciate quality, and that’s the direction I want my business to take.
