The Tire Importers' Association is an independent trade organization that represents import companies in the tire industry. The association accounts for approximately 75% of the Norwegian tire market, with an annual import of approximately 3.5 million tyres. The organization collaborates with STRO to offer tire-related information and skills development, and the vocational school for tires and rims contributes course material and lecturers.
The association has a strong focus on safety related to the choice and use of tyres, and collaborates with Trygg Trafikk to promote this. In addition, the Tire Importers' Association has an environmental responsibility through ownership of Norsk Dekkretur, which works for efficient tire recycling. The organization of the Tire Day is also part of the association's activities, where they share knowledge and information about tires with both industry players and consumers.