Pressemeddelelse

Alma Media: In corporate motoring, ease of use and effortlessness are especially valued

Alma Media Corporation Press Release 11 March 2025

IN CORPORATE MOTORING, EASE OF USE AND EFFORTLESSNESS ARE ESPECIALLY VALUED

Alma Media carried out a survey related to corporate motoring in Iltalehti news media from 14 February to 18 March 2025. From the perspective of a company car driver, the survey charted topics ranging from car selection to environmental impacts and future expectations. The survey was conducted in connection with Alma Media's main partner in the AUTO 25 & Mobility event's Business Car Day on 13 March 2025.

Key findings of the survey:

The main reasons for choosing a company car are ease and hassle, car quality, and financial reasons.

Corporate car drivers are satisfied, with almost 90% of respondents planning to continue using the corporate car in the future.

Electric cars are growing in popularity. 28.7% of respondents use an electric car, and nearly half plan to choose an electric car as their next car.

Electric power and more valuable cars appeal to the company car driver

The main reasons for choosing a company car are ease of use and effortlessness (66.9% of respondents), car quality (35.8% of respondents), and financial reasons (34.3% of respondents).

The popularity of electric cars is stable, with 28.7% of respondents saying their current company car is electric and 44.8% planning to choose an electric car as their next car.

Alma Media's company car survey was answered by a total of 2,858 people, of whom 42.5% reported that they were company car drivers. The survey was carried out digitally in Iltalehti from 14 February to 18 March 2025.

Business cars play an important role as builders of the Finnish car fleet. The Association of Automobile Industry in Finland, which organises the AUTO 25 & Mobility event Corporate Car Day and represents car importers and the automotive industry in Finland, is also active in lobbying for corporate motoring and corporate cars. In their view, corporate motoring plays a significant role in reducing traffic emissions and renewing the car fleet.

"A significant proportion of new cars entering the Finnish market are company cars. Our fleet consists of approximately 75,000 company cars and more than 500,000 cars previously in employment use. Company cars not only rejuvenate our fleet but also speed up the electrification of the fleet," says Tero Kallio, CEO of the Association of Automobile Industry in Finland. "A single company car typically uses a newly acquired company car for three years. This way, more and more people will have the opportunity to buy a car in good condition."

Alma Media as the main partner in Business Car Day 13.3.2025

Alma Media is the main partner in the Association of Automobile Industry in Finland's AUTO 25 & Mobility event at Yritysautopäivä (eng. Company Car Day) on Thursday, 13 March 2025, at 2:18 pm in Helsinki Fair Center (Messukeskus). Alma Media has been building the Yritysautopäivä programme together with the A Association of Automobile Industry in Finland. Alma Media is developing the automotive industry in cooperation with various operators in the industry, utilising data collected in its marketplaces on vehicle sales and buyers' preferences.

"Our range of services for automotive trade professionals is now wider and better than ever. Last year, Netwheels Oy joined Alma Media's marketplaces and sales and ERP systems through the acquisition, forming a new Alma Mobility entity," says Heikki Huttunen, Head of Mobility at Alma Marketplaces segment. The business car day is aimed at decision-makers in corporate vehicle procurement, and the topics discussed in the event programme help decision-makers make informed decisions to develop their company's car policy. The event will also provide the opportunity to explore a wide range of car models and test drive car novelties.

More information on the survey of company drivers:

Business Manager Erno Kalalahti, +358 40 840 0723, erno.kalalahti@almamedia.fi

Additional information about the Company Car Day:

https://auto.messukeskus.com/en/

Business Car Day Program:

2:15 p.m. - 2:30 p.m. Propulsion Prediction: What Will the Future Bring for Business Automotive? Propulsion forecasts from car industry lobbies describe the future development of different driving forces; what do the signals mean for the work of a business car decision maker? Tero Kallio, Managing Director, Association of Automobile Industry in Finland.

2:30 p.m. - 2:45 p.m. Automotive trade: Early-year figures reveal market trends. The popular News about car trade review tells you where car trade is going right now based on data from Nettiauto and Autotalli.com, Finland's largest motoring marketplaces, and the car market data from Netwheels Meteristo. Erno Kalalahti, Business Manager, and Eemil Hartikainen, Business Development Manager, Alma Media

2:45 p.m. - 3:15 p.m. From Confrontation to Solutions: On the Table Issues of Corporate Automotive. The discussion approaches the major juxtapositions of corporate motoring in a positive way and aims to give perspectives in both directions. Topics include leasing vs. ownership, electric cars vs. internal combustion engines. Conversators: Sari Koskela, Car Fleet Manager, Finland and Baltic countries, KONE, Erik Kanerva, Sales Director, Northern Europe, Kempower, Markus Markkanen, Technical Specialist, Association of Automobile Industry in Finland.

3:15 p.m. - 3:45 p.m. Developing a business car policy in a changing world. In this discussion, topics and questions are put on the table that reflect on both sides of corporate motoring: the procurement decision maker as well as leasing companies. Topics include total cost optimization, progress towards low emissions, and responsibility requirements. Conversators: Anna Storm, Director of Public Relations, Posti; Jarkko Ahlbom, Director, Global Category Group, Procurement, Konecranes; Matias Henkola, CEO, Founder, Secto; Vesa Kalske, Commercial Director, Drivalia.

3:45 p.m. - 4:15 p.m. The Finnish company car fleet, its value and development. Aalto University conducts comprehensive economics research on domestic traffic, its emissions, and social phenomena. In particular, the value of the Finnish company car fleet and its electrification, as well as the ownership structures of the car fleet in companies, will be examined. Eero Nurmi, Researcher, Aalto University.