Tires are one of the most critical factors for safety, comfort, and performance in a vehicle. With the right tires, car owners can both improve driving comfort and enhance road safety. Tires are also a strategically important product with significant growth opportunities and potential for upselling. This is why MEKO invests heavily in tires, including a multi-year agreement with Goodyear, one of the world's largest and most renowned tire manufacturers.
The importance of the right tires for modern cars
The technological development of new vehicles, especially electric cars, has increased the importance of selecting the right tires. Modern cars, particularly electric vehicles, are often heavier and have higher torque than traditional vehicles. This places high demands on tire durability, performance, and quality. To meet these requirements, it is crucial to choose tires that can handle the increased weight while providing the best possible comfort and safety for the driver. Tires also affect the vehicle’s economy, making them a strategically important product with significant growth and upselling potential.
"At MEKO, we see significant growth potential within the tire segment and are now investing even more to offer car owners a first-class selection of both tires and workshop services. The weight and increased performance demand of electric vehicles place higher requirements on tire quality and durability. With our investment, we ensure long-term quality, efficient distribution, and high service standards in our Northern European markets," says Jessica Tjulander, Head of Wholesale Sales at MEKO.
MEKO’s strategic investment in tires
A key part of MEKO’s increased investment is the long-term partnership with Goodyear, announced in early 2025. This collaboration provides access to tires that are considered by many to be the best on the market, with a broad selection available for all types of vehicles. Through this investment in efficient distribution and high service quality, MEKO can fully meet the growing customer demand while driving long-term growth.
"MEKO has long and extensive experience with tires across our various markets, where geographical differences and unique conditions have created valuable expertise. By leveraging our insights and entering into the partnership with Goodyear, we are now taking the next step in the Nordic region to become even stronger in this segment. For us, it is crucial that our partners share our ambitions and see the same opportunities as we do," says Jessica Tjulander.
Wide tire range and custom solutions
MEKO offers a wide range of tires that cater to many different needs and conditions. There are tire options for all situations, whether it's asphalt or gravel roads, short or long distances, or whether driving occurs under favorable or extreme weather conditions. With over fifty years in the vehicle aftermarket, MEKO has a solid understanding of customer demands for both performance and safety, offering both standard tires and more specialized options for sports cars, off-road vehicles, and electric cars. Digital tools help customers keep track of the condition of their tires and plan for future replacements, providing both security and control over safety. For car owners, this means a simpler and safer tire purchase process, where guidance, installation, and follow-up are all handled in one place.
Collaboration with Goodyear and future growth targets
MEKO aims to continue streamlining its operations and expand into new product areas for long-term growth. Currently, MEKO sells approximately 700,000 tires annually in the Nordic region and aims to grow to 1 million tires sold per year by 2026.
"This is a realistic goal that we look forward to achieving. We notice there is great interest as more and more people realize the importance of tires. We are only at the beginning of the journey together with Goodyear and our customers," says Jessica Tjulander.
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