Yokohama and Nokian rank among fastest‑growing tyre brands globally

New data from Brand Finance’s Tyres 25 2025 ranking shows Finnish tyre specialist Nokian Tyres as the fastest‑growing global brand, with a 31 % increase in brand value, and Japanese Yokohama gaining 23%, outpacing all other top‑10 brands by leveraging innovation and EV‑ready products.

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Brand value rankings: who made the biggest leaps?

• Top of the table: Michelin remains firmly in the lead, with brand value rising 11 % to US $8.8 billion and the highest Brand Strength Index (BSI) of 92.6.
• Bridgestone holds second place at US $8.3 billion (+8 %), buoyed by stronger EV tyre performance in North America.
• Continental third at US $3.9 billion, though its brand value fell by 16 %
• Nokian Tyres jumps 31 % to US $343 million, climbing six places in the rankings.
• Yokohama grows 23 % to US $1.5 billion and remains in eighth position among top‑10 brands.
• Sailun, a Chinese brand, for the first time enters the global top 10 at US $905 million (+13 %).

The collective brand value of the top 25 rose 5 % to US $38.8 billion.

What’s behind the growth?

Brand Finance highlights three clear drivers:

EV‑ready and green tyre technologies

Manufacturers are adapting products to meet demands for higher load ratings, ride comfort, and reduced rolling resistance in electric vehicles‍.

Smart and RFID‑enabled tyres

Integration of digital tracking and smart features adds value for fleets and premium consumers.

Rising reputation and pricing power

Yokohama’s surge stems from strong profitability, efficient pricing, and robust consumer sales.

Nokian’s premium winter tyres and sustainability credentials also boosted brand equity.

Tyre sector implications

• Smart tyres and digital integration are gaining ground as producers seek to differentiate post‑pandemic product lines.
• EV alignment is critical—brands investing early in EV tyre tech are enjoying brand value gains.
• Asia’s rising presence, including Sailun’s top‑10 debut, highlights shifting global competitive dynamics.

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Nokian’s continued success illustrates how niche expertise, especially in winter and EV‑focused tyres, can translate into global brand growth. Yokohama’s performance shows established mid‑tier brands can reclaim momentum by emphasising innovation and sustainable development. This dual approach, specialist quality and future‑proof tech, aligns well with growing demand across passenger and commercial segments, especially in colder markets and EV fleets.

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Tagged with: Brand Finance, Nokian Tyres, Yokohama, EV tyres, smart tyres, tyre brand rankings, sustainability

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