Wetteri Oyj: Wetteri will publish its updated strategy and new financial targets
Wetteri Plc
Stock Exchange Release
26 November 2025 at 9.00 a.m.
Wetteri will publish its updated strategy and new financial targets
Wetteri's Board of Directors has approved an updated strategy for the company for 2026-2028 and new financial and non-financial targets to be achieved by the end of 2028.
The updated strategy, "Ohittamaton", is founded on the structural transformation of the automotive industry and prevailing market trends. Consolidation in the industry is continuing, and dealership operations are increasingly being concentrated among the major players in the market. The responsibilities between the importer and the dealer are being discussed as agent models become more common. The new car market has not developed as expected in recent years, but the used car business is continually strengthening its position through the import car market. The electrification of cars and the digitalisation of the automotive sector are progressing.
The changing market offers opportunities for Wetteri. Wetteri's updated strategy focuses on redefining business priorities and reviewing regional service and product portfolios. During the upcoming strategy period, Wetteri will allocate resources to those business areas and brands that most effectively improve profitability. The four priorities of the strategy are:
- Profitable growth in new cars' brand business
- Doubling the sales of the used car business
- Excellent customer experience
- Top experts in the sector
"Wetteri's updated strategy is built on the company's strengths and core business. We have a long history in the Finnish automotive industry and all the prerequisites to be an unrivalled player in the sector. The updated strategy will help us achieve our growth and profitability targets, strengthen the customer and employee experience, and enable value creation for shareholders," says Pietu Parikka, CEO of Wetteri.
Unrivalled car sales in selected segments
In the updated strategy, each of Wetteri's three segments has been assigned its own targets:
Passenger Cars segment
- The new car business aims at profitability, a strong regional market position and regional recognition as a representative and dealer of selected brands. Wetteri's ambition is to represent brands that support the company's goals in terms of volume and profitability. The aim is to reach at least 15% of the national market potential for these brands.
- In the used car business, organic growth is pursued by developing business processes, improving inventory turnover and investing in purchasing activities. Inorganic growth is pursued by exploring expansion opportunities in the Helsinki metropolitan area and the Turku and Tampere regions. The goal is to double the sales of the used car business during the strategy period.
Maintenance Services segment
- In the Maintenance Services segment, the focus is on ensuring profitability by developing service concepts, processes and operating models. Investments are directed towards the electric car market by providing the personnel with training and focusing on EV maintenance services as a whole.
- Wetteri's ambition is to serve brand-specific maintenance customers throughout the car's lifecycle and to expand the national coverage and market share of the brands it represents. In addition, Wetteri aims to be an attractive choice for maintenance services for older cars.
Heavy Equipment segment
- Wetteri's Heavy Equipment segment consists of its subsidiaries Suvanto Trucks Oy and Lahti Rekkapaja Oy, with the aim of profitable business in the used commercial truck trade and in maintenance and repair shop services.
Operations in all the segments are guided by further developing the customer experience and ensuring the personnel's competence, well-being and safety at work. Wetteri invests in digital solutions to boost profitable growth and explores the opportunities offered by artificial intelligence.
The strategy will be implemented in two phases
Step 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.
Step 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.
New targets for profitable growth
Wetteri's financial targets approved in connection with the strategy include revenue growth targets and profitability targets. The targets are expected to be achieved by the end of the strategy period:
- Annual organic revenue growth: more than 10%
- Operating profit: 3% of revenue
- Equity ratio: at least 25%
- Doubling the sales of the used car business from its 2025 level.
Wetteri will review its dividend policy during the strategy period.
Non-financial targets
- Customer satisfaction (NPS): over 50*
- Employee satisfaction (eNPS): over 50**
- Occupational safety: TRIF under 20***
"In the new strategy, the purpose of Wetteri's existence will not change: we will continue to sell, service and repair cars. The new strategy will change business priorities and ways of working, enabling profitable growth in a changing market. Our financial targets will guide us in strengthening our financial position, thereby creating opportunities for us to continue the consolidation strategy. Through our non-financial targets, we will ensure that Wetteri remains a good workplace for employees and an unrivalled automotive partner for customers," says Parikka.
Capital Markets Day on 27 November 2025
Wetteri's management will discuss the company's strategy and business plans at the Capital Markets Day event on 27 November 2025 from 9 a.m. to 12 noon. More information about the event and Wetteri's new strategy: www.sijoittajat.wetteri.fi/en.
*NPS (Net Promoter Score): Measures customer satisfaction and willingness to recommend.
**eNPS (Employee Net Promoter Score): Measures employee engagement and satisfaction in the workplace.
***TRIF (Total Recordable Injury Frequency): An occupational safety metric that shows the number of registered occupational accidents per 1,000,000 hours worked.
WETTERI PLC
Pietu Parikka
CEO
Further information:
Pietu Parikka, CEO, tel. +358 50 344 2886
Maria Halttunen, CFO, tel. +358 50 325 4370
Wetteri Plc - A car dealership from the north, across Finland
Wetteri Plc is a full-service car dealership with more than 60 years of history in the Finnish car market. Its business consists of three segments: passenger cars, maintenance services and heavy equipment. The company has grown from a local car dealership in Oulu into a national operator with 19 locations in Finland. Wetteri employs approximately 800 automotive professionals. Our goal is to deliver unrivalled car trade services and to be an excellent partner for our customers throughout the entire car driving life cycle. We are a key player in the Finnish car market on the journey towards zero-emission driving. More information: sijoittajat.wetteri.fi/en/
Distribution:
Nasdaq Helsinki
Key media
sijoittajat.wetteri.fi/en/