At no point does Nokian say that their tires are the best over all, they say
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The new Hakkapeliitta R has the lowest rolling resistance of any tire in Nokian Tyres product line.
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that is, they are comparing them to other Nokian tires... in that product line... that product line being snow tires.
They also claim that they are even better then many "fuel saving" all season tires... very vague! as they never define fuel saving tire.
They never out right say that their tires are the best, nor do they quantify their claims in a way that you can then compare, they don't even pick out a "fuel saving tire" that their tires are better then.