Wetteri Plc Announces Updated Strategy and Financial Targets for 2026–2028
Stock Exchange Release
26 November 2025 at 9:00 a.m.
Wetteri Plc is set to unveil its updated strategy, “Ohittamaton,” focusing on profitable growth and redefining business priorities in the evolving automotive market.
Wetteri Plc Unveils Ambitious Strategy for 2026-2028 Amidst Automotive Industry Transformation
Oulu, Finland – November 26, 2025 – Wetteri Plc, a prominent player in the Finnish automotive market, has announced its updated strategy and new financial targets for the period of 2026 to 2028. The Board of Directors has officially approved the strategy, aptly named “Ohittamaton,” which aims to navigate the ongoing transformation within the automotive industry and capitalize on emerging market trends.
As the automotive landscape evolves, marked by increasing consolidation and the rise of agent models, Wetteri is poised to redefine its business priorities. The company recognizes the shifting dynamics in the new car market, which has not met previous expectations, while the used car segment continues to gain momentum, particularly through imports. The electrification and digitalization of vehicles are also key trends that Wetteri plans to leverage.
Strategic Focus and Priorities
Wetteri’s updated strategy emphasizes four core priorities:
- Profitable Growth in New Cars’ Brand Business
- Doubling Sales in the Used Car Business
- Enhancing Customer Experience
- Attracting Top Talent in the Sector
CEO Pietu Parikka expressed confidence in the new strategy, stating, “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.”
Segment-Specific Goals
The strategy outlines distinct targets for Wetteri’s three segments:
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Passenger Cars: Aiming for a strong regional market position and profitability, Wetteri seeks to capture at least 15% of the national market potential for selected brands. The used car segment will focus on organic growth through improved processes and inventory turnover, with plans to double sales during the strategy period.
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Maintenance Services: This segment will prioritize profitability by enhancing service concepts and investing in electric vehicle maintenance training. Wetteri aims to expand its national coverage and market share while ensuring excellent service for older vehicles.
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Heavy Equipment: Wetteri’s subsidiaries, Suvanto Trucks Oy and Lahti Rekkapaja Oy, will focus on profitable operations in the used commercial truck trade and maintenance services.
Implementation Phases
The strategy will unfold in two phases:
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Turnaround (2025-2026): This initial phase will focus on restructuring and harmonizing operations to establish a profitable base. Key measures include reviewing the brand portfolio and enhancing efficiency in maintenance services.
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Profitable Growth (2026-2028): The second phase aims for organic and inorganic growth, particularly in the used car business and value-added services, while expanding the store network.
Financial and Non-Financial Targets
Wetteri has set ambitious financial targets, including:
- Annual organic revenue growth of over 10%
- Operating profit of 3% of revenue
- An equity ratio of at least 25%
- Doubling used car sales from 2025 levels
Non-financial targets focus on customer satisfaction, employee engagement, and occupational safety, ensuring a holistic approach to growth.
Looking Ahead
Wetteri will discuss its strategy further at the Capital Markets Day on November 27, 2025. The event will provide insights into the company’s plans and vision for the future.
As Wetteri Plc embarks on this transformative journey, it aims to solidify its position as a leading automotive partner in Finland, committed to delivering exceptional services and driving towards a sustainable future.
For more information, visit Wetteri’s Investor Relations.
Contact:
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.
