PP-auto

What PP-auto does

PP-auto Oy is a Finnish multi-brand automotive retailer and service provider founded in 1968 and operating as a subsidiary of the S-ryhmä (SOK) cooperative group. From its headquarters in Lohja, the company runs four physical locations across Southern Finland — Lohja, Salo, Raisio, and Vantaa — offering new and used vehicle sales, multi-brand maintenance and repair, parts, body shop services, vehicle import and trade-in, motorcycle sales (Suzuki), and ancillary financial products including financing through OP-Rahoitus, insurance through Pohjola Vakuutus, and the proprietary PP-Turva Premium extended warranty.

The company sells new vehicles from Renault (including the E-Tech EV range), Dacia, and Hyundai, alongside a used inventory spanning Audi, BMW, Mercedes-Benz, Kia, Volkswagen, CUPRA, Volvo, Ford, and electric brands such as XPENG, AION, MG, and BYD. PP-auto explicitly positions itself as 'Suomen sähköisin autokauppa' (Finland's most electric car dealer) and is investing behind that thesis, having become an authorized reseller and service partner for XPENG and AION at the Raisio location in 2025. New EV launches such as the Renault 5 E-Tech (2025 European Car of the Year) and Renault 4 E-Tech are central to the lineup.

Revenue is generated through one-time vehicle sales, recurring service and parts revenue, warranty subscriptions, financing referral/transaction fees, and insurance commissions, with the S-Bonus loyalty program providing customer retention leverage via the S-Etukortti ecosystem. The go-to-market is direct-to-consumer via physical showrooms, an online inventory portal, WhatsApp/phone sales contact, and nationwide home delivery. The company employs 51-100 people and is led by CEO Petteri Heiskanen.

Name

PP-auto

Legal name

PP-auto Oy

Website

https://ppauto.fi

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Short description

PP-auto Oy is a Finnish multi-brand car and motorcycle dealership group, operating four showrooms and service centers in Southern Finland as a subsidiary of the S-ryhmä (SOK) cooperative, selling and servicing new and used vehicles for retail and commercial customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Lohja

HQ country

Finland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Vehicle Sales: Primary revenue stream from selling new stock vehicles, used/exchange cars, demonstration vehicles, and special-priced outlet vehicles. Also includes motorcycle sales.
2. Vehicle Maintenance and Repair: Automotive service department offering maintenance, repairs, and spare parts sales across multiple brands including Ford, Hyundai, Renault, Dacia, and Karla multi-brand service.
3. PP-Turva Premium Extended Warranty: Extended warranty products offered in 12-month and 24-month packages for vehicle protection.
4. Financing Services: Vehicle financing through OP-Rahoitus with competitive interest rates (2.99% standard rate), enabling customers to purchase vehicles with monthly payments.
5. Insurance Products: Partnership with Pohjola Vakuutus for auto insurance, offering 20% discount on first-year premiums for vehicles purchased at PP-auto.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

PP-auto Oy operates a multi-brand car dealership chain in Southern Finland across four physical locations (Lohja, Salo, Raisio, Vantaa). It sells new vehicles (Renault, Dacia, Hyundai, Suzuki), used/trade-in vehicles across many brands, and Suzuki motorcycles, alongside multi-brand maintenance and repair services (Ford, Hyundai, Karla). The company also distributes related products including PP-Turva Premium extended warranties, vehicle financing through OP-Rahoitus, and insurance through Pohjola Vakuutus.

Product overview

PP-auto is a Finnish multi-brand car dealership chain operating as part of the S-Group, with four physical locations in Lohja, Salo, Raisio, and Vantaa. Its core offering is a vehicle sales platform encompassing two main product lines: Vaihtoautot (used and trade-in vehicles across diverse brands such as Audi, BMW, Mercedes-Benz, Kia, Volkswagen, CUPRA, Ford, BYD, MG, and Volvo, alongside electric vehicles from XPENG and AION as newly added brands) and Uudet Varastoautot (new stock vehicles from Hyundai, Renault, Dacia, and Suzuki, including the full-electric Renault 4 and Renault 5 E-Tech models). The portfolio also extends to Autohuolto (multi-brand maintenance and repair services for Ford, Hyundai, and Karla), Suzuki motorcycles (new and used), and add-on products such as PP-Turva Premium (extended warranty). Financing is facilitated through OP-Rahoitus, insurance through Pohjola Vakuutus, and loyalty rewards through S-Bonus. The company also runs seasonal promotional campaigns such as Kesämarkkinat.

Differentiator

Problem solved

Functional benefit

Products and services

• Vaihtoautot (Used/Trade-in Vehicles)

Quantifiable outcome

• 500 EUR S-Bonus purchase bonus for used vehicle buyers using S-Etukortti
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• XPENGcoreChannel Partner/ Reseller/ Distributor · 1 June 2025PP-auto began as XPENG's official reseller and service partner in Raisio starting summer 2025. This partnership brings XPENG's electric vehicles to customers in Southwest Finland. XPENG is recognized for technological innovation, smart driving systems, and advanced safety features. Models include XPENG P7+ and XPENG X9 introduced in 2026.
• AIONcoreChannel Partner/ Reseller/ Distributor · 1 June 2025PP-auto became AION's official reseller and service partner in Raisio starting summer 2025. AION offers electric vehicles with strong value proposition combining modern design, comprehensive features, long range, and competitive pricing. The brand is known for extensive warranty programs providing customers peace of mind.
• RenaultcoreChannel Partner/ Reseller/ DistributorRenault brand dealership offering new vehicles including popular electric models like Renault 5 E-Tech (winner of Car of the Year 2025) and Renault 4 E-Tech. PP-auto sells new Renault vehicles from inventory.
• DaciacoreChannel Partner/ Reseller/ DistributorDacia brand dealership offering new vehicles including Duster model with competitive pricing. Available at Lohja location.
• HyundaicoreChannel Partner/ Reseller/ DistributorHyundai brand partnership with vehicle sales. Service appointments available through PP-auto for Hyundai vehicles.
• SuzukicoreChannel Partner/ Reseller/ DistributorOfficial Suzuki motorcycle dealer in Finland. Offers new Suzuki motorcycles with fast delivery. Motorcycle sales at Lohja location. Wide range from entry-level to sport/ touring models including GSX-R, GSX-S, V-Strom, and DR-Z series.
• FordminorImplementation/ SI/ Consulting PartnerFord service partnership allowing PP-auto to perform maintenance and repairs on Ford vehicles. Service booking available through the website.
• KarlaminorImplementation/ SI/ Consulting PartnerMulti-brand service partnership. PP-auto provides service for Karla vehicles under this partnership arrangement.
• Pohjola VakuutusminorChannel Partner/ Reseller/ DistributorInsurance partner offering auto insurance products to PP-auto customers. Provides 20% discount on first-year premiums for vehicles purchased at PP-auto (valid until 31.8.2026).
• S-ryhmä (S-Group)coreStrategic or Co-development PartnerPP-auto is part of the S-Group (S-Ryhmä). This affiliation provides S-Bonus loyalty program integration, customer data systems, and corporate governance. Parent company address: PL 1233, 00088 S-Ryhmä. Y-tunnus: 0139427-5.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rinta-Jouppi: Finnish new and used vehicle dealership group with financing and trade-in services, a close operational match to PP-auto.
• Wetteri: Listed Finnish multi-brand dealer and service chain offering vehicle sales, EVs, financing, and maintenance, comparable to PP-auto's full-service model.
• Delta Auto: Finnish car retail chain selling new and used vehicles with financing and service, overlapping directly with PP-auto's offering.
• Autokeskus: Finnish multi-brand dealership operating showrooms and service centers, competing in the same new/used sales and after-sales space as PP-auto.
• Laakkonen: Finnish family-owned multi-brand dealership chain selling new and used cars with service operations, closely mirroring PP-auto's model and market.
• Kamux: Finnish-listed used-car retailer with a large omnichannel network; competes directly with PP-auto's Vaihtoautot used-vehicle and trade-in business.

Broad incumbents

• K-Auto (Kesko): Automotive arm of retail conglomerate Kesko importing and retailing VW-group and other brands; a larger cooperative/retail-backed competitor analogous to PP-auto's S-Group backing.
• Veho: One of Finland's largest multi-brand car dealership and service groups; directly overlaps with PP-auto in new/used vehicle retail and after-sales service but at national scale.

Regional players

• Hedin Automotive: Large Nordic/European car dealership and mobility group with sales, service, and EV brands; comparable model to PP-auto but pan-European in footprint.
• Bilia: Nordic multi-brand dealership and service group operating mainly in Sweden and Norway; same business model as PP-auto but a different core geography.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ppautooy
• Instagraminstagram.com/ppautooy
• LinkedInlinkedin.com/company/ppautooy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PP-auto