Hakkapeliitta Test Drivers from Finland had a unique chance to test the new generation of Hakkapeliitta winter tyres in Ivalo above the Arctic Circle, at the Ivalo Testing Center White Hell. From the left: Antti Luukkanen, Janne Moilanen, Marko Päivähonka, Mikko Heimo, Pasi Aittokumpu and Jasu Voipio.
Hakkapeliitta Test Driver programme
Authentic experiences, direct feedback and earned trust
Since autumn 2011, Nokian Tyres has shared the experiences of real-life tyre testers on its website in the form of Hakkapeliitta Test Drivers’ blogs featuring experiences of normal drivers with our products. This test driver programme is a new, innovative way to promote traffic safety. The local-level programme involves regular drivers in all areas where Nokian tyres are used. The tyre experiences shared by our test drivers also reach other drivers who are looking for information to support their purchase decisions. Initially launched in Finland, Sweden and Norway, the programme was extended to Germany, the Czech Republic, North America and Russia in 2012.
One test driver programme, multiple personal tyre blogs!
This programme has really opened my eyes to the importance of tyres. I have started to educate my family and friends about such things as braking distance, rolling resistance and fuel efficiency. I have also asked them to test my car equipped with Nokian tyres. After a test drive, each of them have bought a new set of Nokian tyres. In total, my friends have bought seven sets of tyres, that means 28 Nokian tyres. And more will follow!
I have become much more aware of the tyres’ behaviour in different conditions.
I have told my family and friends that there is only one tyre brand for those driving in northern conditions - after all, they wouldn’t buy skis developed in the Sahara!
As soon as I had Hakkapeliitta winter tyres installed on my car, I realised how poor my earlier tyres had been. Now, I feel safe about driving in the winter, and I often even smile behind the wheel. I talk about the importance of good winter tyres to all my friends. My daughter has poor winter tyres on her car, and she has promised to buy Nokian Hakkapeliitta tyres for the next winter.
BIogging is interesting: you can write whatever you think. Many of my friends, especially those who are car enthusiasts, are very interested in this test driver programme, even though some of them doubt whether I could honestly share even negative thoughts. But I can. Being a test driver has also increased my awareness of tyres and their development. I wish other people would start to see tyres as more than just round pieces of black rubber under the car. Tyres make a really big difference for safety!
It is really great to test tyres, share my experiences and educate other drivers about taking good care of their tyres and observing traffic safety. Once in my life I have lost control of my car, and that was all due to poor tyres. I was lucky because all I hit was soft snow. But the feeling of being just a passenger behind the wheel is something I never want to experience again! New tyres may feel like an expensive investment to pay at once, but they are, after all, pretty cheap life insurance for yourself and your loved ones.
As a Hakkapeliitta test driver, I can contribute to better traffic safety, which benefits all of us. Through the test driver programme, messages communicated by tyre users are conveyed all the way to those developing the tyres.