What to “change your shoes” in 2024? New Russian brands and Asian competitors

Over the past two years, several large tire manufacturers have left Russia for political reasons. But in today's market conditions, old companies are quickly replaced by others. In general, the Russians did not notice any serious shortage of tires. Yes, the price has changed. But this has more to do with financial issues, and not with the redistribution of the market.


In 2022-2023 the tire situation was uncertain. In the first year of the crisis, factories failed to produce more than 42% of their output. Nokian, Matador, Michelin, Bridgestone, Continental and others have closed their production in Russia. But at the same time, capacities and technologies remained on the territory of the country. Large businesses, similarly to other industries, began to buy out factories. New import-substitute brands have appeared, filling the voids in the market. The Chinese also decided to take advantage of the situation. They increased production and increased exports to Russia.

During the tire replacement season, we decided to deal with the leading tire brands on the Russian market. Let's talk about prices and quality of domestic products.

Ikon Tires replaced the Finnish brand

In the summer of 2022, Finnish tire manufacturer Nokian Tires announced plans to sell Russian assets. At the same time, 80% of the brand’s tires were produced in Russia. A buyer for the plant in Vsevolozhsk was quickly found. It became the Tatneft company. Analogs of Finnish tires are now produced under the Ikon Tires brand. The manufacturer assures that he managed to preserve all Finnish technologies and make up for the shortage of materials. For more than a year, the company has been restructuring its logistics and looking for new suppliers of components from China and India.


This spring, Ikon Tires began selling Ikon Autograph summer tires. New tires from Ikon Tires are analogues of the Finnish models Nordman, Hakka and Hakkapeliitta. It is still unclear how to replenish winter tires. There is information that the company is developing its own spikes. By the next winter season, new models should appear on marketplaces and shelves. The average price for summer tires Ikon Tires Autograph R15 is 5500 rubles.

S8 Capital bought out Kaluga Continental and Ulyanovsk Bridgestone

The manufacturer Cordiant entered into S8 Capital with its production facilities. S8 management intends to consolidate the tire assets of European manufacturers into a single cluster. Most likely the company will follow the path of Ikon Tires. That is, maximum localization when supply chains change. In the near future, manufacturers intend to maximize the capacity of their enterprises.

There was also import substitution. For example, the Slovak brand Matador, which was part of Continental, turned into Torero. We didn’t think about the name for a long time. They just changed it to the closest value. Kaluga residents immediately presented a new tire – Torero MP-47. The model contains all the same European technologies, and partners from Asia help with the supply of components. The average cost of Torero MP-47 R15 is 4500 rubles.

They haven't forgotten about powerful and heavy cars either. For the 2024 summer season, the NT-class tire Torero MP-82 was introduced. It is designed for asphalt roads and light off-road use. You can still find classic Matadors of this brand on the market, but most likely this is a stock sale.


But the Torero MP-72 tires, which replaced the original Matador Izzarda A/T 2 (MP72), are already actively selling. They were classified as AT-class. The model is one of the best tires in its segment in terms of price/quality ratio. The complex tread should provide high off-road performance. The price of the new Torero MP-72 R16 starts from 8500 rubles on marketplaces, although you can find cheaper options.

French Michelin switched to Power International Tires

Power International Tires was Michelin's partner in Russia. Apparently the company decided to take the simplest route. Already in 2022, it received certificates of conformity for tires of the Chinese brand Hifly for cars and trucks. That is, production facilities in Davydkovo near Moscow will be aimed at local production of the Chinese brand. In today's reality, this is not bad. Since the company manages to save jobs for the population of a small town.


The price for Hifly R15 starts from 3400 rubles. A very strong competitor for other manufacturers.

Pirelli stays true to itself

Although the Italian company suspended investments in its Russian enterprises, it did not leave the market and did not stop production. Plants in Kirov and Voronezh continued to operate. The company concentrated on releasing the Formula brand for the domestic market. Export to neighboring countries is not possible due to sanctions.


Now the market is saturated with products of the Italian brand. The price for a Pirelli R15 tire on marketplaces starts from 4500 rubles.

Asian brands continue expansion

In 2022, the situation of the Japanese manufacturer Yokohama was deplorable, production stopped, and losses were recorded. They talked about the possible closure or sale of the enterprise in Lipetsk. But in 2023 the company reported a profit. Tires are actively selling; in the spring of 2024, an increase in product prices was noted. But Yokohama wins with its quality, so it confidently holds on to the market. On marketplaces you can still find the most popular model in Russia, BluEarth R15, at a price of 5000 rubles. Advan Fleva will already cost from 9000 rubles.


As you know, South Korea was able to reach an agreement with the United States on the supply of tires to Russia. However, brands are not subject to any sanctions. The Chinese production base is mainly used, so technically these are not Korean products. Hankook, Laufenn, Kumho and Nexen tires continue to be imported through established import channels.

The presence of Chinese brands is also constantly growing. The market is replete with brands Sailun, Triangle, Linglong, Nankang, Kapsen, Evergreen and others. In recent years, interest in Chinese tires has increased by a third. Russian manufacturers will have to take this into account. Of course, the most difficult thing will be to compete in the price segment.

Market prospects

In general, the situation on the tire market in Russia is stable. Suppliers managed to maintain their assortment using parallel import tools. The conditional monopoly of Kama Tires and Cordiant on the slogan “Made in Russia” did not last long. New Russian brands are still doing a good job with pricing, which allows them to compete with foreign industry giants. Of course, questions remain regarding the quality of the rubber.

Yes, manufacturers claim to preserve European technologies and maintain a unique mixture recipe. But how the tires will perform on the roads is a question. I think that the summer season will show the pros and cons of the new models. Although car owners, according to the old Russian tradition, will long remember “that same Michelin” or “the best studs from Nokian”.

We must not forget about the problems with the winter tire segment. Ikon Tiers is already developing unique studded tires. The new products should go on sale this fall. There is no information yet about other emerging brands.

Companies have confidently overcome the “storm” of 2022-2023 and are ready to occupy their niche in the market. We can only wish good luck to Russian tire manufacturers in their endeavors. Let's hope that domestic brands will be able to withstand competition with Asian companies.