The brand Hakkapelitta is recognised as one of their biggest. Nokian Tyres updated its product strategy for Nordic conditions in 2006 and introduced the new product family NokianHakka-summer. Since Nokian tyres are specially designed for the demanding Nordic conditions, they are ideal for northern summer roads.
An important focus of the major tyre companies in the industry is the environmental awareness of both producer and consumer. Nokian Tyres has a vision to be one step ahead of everyone else in the tyre industry, and they were the first in the world to launch a tyre with no harmful oils. Nokian focuses on tyres with low rolling resistance because it reduces fuel consumption and carbon emissions. In 2006 Nokian Tyres received an honorable mention for their environmental efforts in the Finnish "European Business Awards for the Environment".