The automotive industry’s unbeatable operator
Wetteri’s “Unmissable” Strategy is based on the structural transformation and market trends of the automotive industry. Our goal is to be the unbeatable operator in the field and to grow profitably throughout Finland. Customer experience is key to achieving our goals: we make the complicated simple and handling car matters easy.
The four key priorities of the strategy are:
Profitable growth in new cars’ brand business
Doubling the sales of the used car business
Excellent customer experience
The top talents in the industry
New targets for profitable growth
The financial targets approved in connection with the strategy include turnover growth targets and profitability targets. The goals are intended to be achieved by the end of the strategy period:
Financial targets
- Annual organic turnover growth of over 10%
- Adjusted operating profit of 3% of turnover
- Solvency ratio of at least 25%
- Doubling the sales of used cars compared to 2025
Non-financial targets
- Customer Satisfaction, NPS over 50
- Personnel Satisfaction, eNPS over 50
- Occupational Safety: Accident Frequency Rate TRIF under 20
The strategy will be implemented in two phases
Phase 1: Turnaround 2025 – 2026
In the first phase, Wetteri will rebuild a profitable base for business by restructuring its organisation and harmonising and developing its operating models. Wetteri will focus on its core business by reviewing its brand portfolio in new cars, improving efficiency in maintenance services and strengthening the used car business. The aim is to increase revenue and gross margin, streamline the cost structure, reduce indebtedness, and achieve a sustained turnaround in profitability. The result will be an organisation with a standardised management model and consistent processes that enable business scaling and profitable growth. The first-phase measures were launched in the second half of 2025 and are expected to be completed by the end of 2026.
Phase 2: Profitable growth 2026 – 2028
In the second phase of the strategy, Wetteri aims for profitable growth both organically and through carefully selected inorganic growth opportunities. Revenue growth will be driven particularly by the used car business and the sale of value-added services, as well as by expanding the store network. The company expects consolidation in the automotive sector to continue during the strategy period and intends to increase its national coverage as a representative and dealer of selected brands.
Automotive industry market trends as accelerators of change
The automotive industry is going through a major transformation. Consolidation continues, agent models are sparking discussion, and growing environmental awareness is accelerating the electrification of cars. Changes in the market and in consumer behavior affect the business models of the automotive industry and require a new approach from dealers.
Automotive industry consolidation and agent models
The consolidation of the automotive industry continues, with large operators strengthening their positions and smaller ones merging to become part of larger entities. In addition, the potential proliferation of agent models will change the role of dealers in the market. Nevertheless, car brands will continue to need professional dealer partners to conduct high-quality car sales.
Electrification
The share of electric and hybrid cars in Finland’s car fleet is growing rapidly. Already in 2025, about 56 % of cars first registered in Finland were plug-in vehicles. Electrification requires dealers to evaluate their selection and service offerings, both in the sales of new and used cars and in terms of the maintenance service business.
Changes in purchasing behavior
The Finnish car market has been challenging in recent years. Economic uncertainty and weak consumer confidence have been reflected particularly in the new car sales. This has partly contributed to the aging of the car fleet: the average age of passenger cars in Finland is now 13.6 years. Consumer interest has shifted increasingly strongly towards used cars and low-emission alternatives, such as electric and hybrid cars.
The professional skill of car dealerships, their understanding of demand, and their ability to serve their customers are increasingly emphasized in the changing market. Car dealerships that can respond to changes in demand and invest in high-quality customer service will strengthen their position in a rapidly changing business environment.
Digitalisation
Digitalization is advancing in the automotive industry, and artificial intelligence is creating new opportunities. More than 90% of customer purchase journeys start through digital channels. Vehicles are becoming increasingly digitalized, which also requires new capabilities from dealers.
We are part of the automotive industry’s change
At Wetteri, we see opportunities in the transformation of the automotive industry. We have reformed and developed our operations before, and now we are once again boldly facing the new.
During the strategy period 2026–2028, we will distill the core essence of what makes Wetteri, Wetteri. Our goal is to be the unmissable player in the automotive industry: one that makes the complicated simple and the difficult easy for our customers. We have the straightforward Northern Finnish professional expertise for this, dating all the way back to the 1960s—that is, over 60 years of automotive expertise that we have successfully expanded to be available across all of Finland, from Rovaniemi to Raisio.
We aim to be the leading and indispensable player in each of our business areas focused on passenger and commercial vehicles. The heavy equipment business supports our growth.
With this level of ambition and our full-service dealership model, we ensure that our customers receive exactly the service they deserve in every aspect of motoring at each of our locations — simply the best.
Strategic key priorities guiding our daily work
Profitable growth in new cars’ brand business
We aim for growth both organically and through carefully selected inorganic sources. As consolidation in the automotive sector continues, we strive to be a reliable partner for car manufacturers and importers.
Doubling the sales of the used car business
We are strengthening our competitiveness in the used car market by developing our operating models and expanding our purchasing activities to improve the selection available to our customers. We are exploring opportunities to expand into growth centers. We want to offer our customers the most attractive, high-quality, and modern selection of used cars possible, with options for every need.
Excellent customer experience
Buying or maintaining a car puts a pause on a customer’s daily life. Our job is to get it rolling again. Our entire service model is based on the premise that our customers have no reason to go anywhere else. We have a suitable car for every life situation and a solution for every motoring problem—simply and easily.
The top talents in the industry
Car sales and maintenance are, above all, a service business. A healthy and skilled workforce ensures that the customer’s motoring experience goes exactly as it should. At Wetteri, every employee knows their goals and keeps their promises to customers, colleagues, and supervisors alike. We ensure our personnel’s competence through training and first-class leadership. Following our recent expansion, we are investing specifically in building a unified Wetteri culture and developing the employee experience.
“We are committed to building a culture that attracts and retains the best talent in the industry. We invest in leadership, learning, and community because we believe that the employee experience is at the core of our competitive advantage. Building culture is a strategic investment for us, one that is reflected in our results, customer experience, and everything we do.”
Pietu Parikka, CEO of Wetteri
A car dealership from the north – across Finland.
