Autoliitto

What Autoliitto does

Autoliitto is a Finnish nonprofit automobile association (Autoliitto ry) founded in 1919 and headquartered at Hämeentie 105 A, Helsinki. It serves approximately 130,000 private motorists in Finland through a tiered membership program (Perus/Plus/Premium, with specialized Nuoriso, Invalidi, Perhe, and Yritys tiers) that delivers roadside assistance (Tiepalvelu), travel services, member discounts, and the Moottori member magazine. Plus-tier annual membership is valued at 133 euros for 2026 and includes roadside assistance coverage; the Premium tier adds enhanced assistance benefits. As a member of the FIA, Autoliitto extends roadside assistance to Finnish travelers abroad via international partner clubs such as Germany's ADAC.

The organization operates across three corporate entities: Autoliitto ry (the membership association), AL-palvelut Oy (e-commerce operations through AL-kauppa and travel document/permit sales), and AL-lataus Oy (EV charging services). The technology stack includes a mobile application for one-tap roadside assistance ordering and digital membership card, an e-commerce storefront built with Vilkas Group Oy and payments via Paytrail Oyj, an EV charging integration with Elton Mobility AS, a membership management system from Kehätieto Oy, and communications via Liana Technologies Oy. The Ajokoulu online platform delivers driver education content and the AL-Sport motorsport program organizes competitive events at Alastaro circuit.

Revenue derives from subscription-based annual membership fees, e-commerce product sales (travel guides, maps, automotive accessories, safety equipment, international driving permits), event and training revenue (track days, driving courses), and travel document processing fees. The association employs approximately 50 people across the three entities and reaches members through its website, mobile app, social media channels, Moottori magazine, podcast, and an offline retail counter at its Helsinki headquarters.

Name

Autoliitto

Legal name

Autoliitto ry

Website

https://autoliitto.fi

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Autoliitto is a Finnish nonprofit automobile association founded in 1919 that serves approximately 130,000 private motorists in Finland with tiered membership delivering roadside assistance, member discounts, travel services, the Moottori magazine, and EV charging network access.

Ownership category

akta.pro rank

Product category

Motorist Association Services

NAICS

Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (44133)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Commercial Auto & Fleet Insurance (FSAJAMAB)

akta.pro secondary industry

Non-Owned Auto Liability (Employee/Contractor Use) (TLABANAC)

Keywords

• Motorist association services
• Roadside assistance membership
• Travel documents processing
• EV charging network
• Automotive member benefits

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Membership Fees: Annual membership fees with multiple tiers: Basic (Perus-jäsenyys), Plus, Premium, and specialized tiers for youth, disabled members, and corporate members. Membership provides access to roadside assistance (Plus and Premium tiers), member discounts, Moottori digital magazine, and other benefits.
2. Product Sales (AL-kauppa): E-commerce sales of travel guides, maps, atlases, automotive accessories, international driving permits, camping cards, and event tickets. Products available to both members (at member prices) and non-members (at regular prices).
3. Event and Training Revenue: Revenue from driving courses, track days (Alastaro circuit events), and educational materials including driving practice equipment and instructional books.
4. Travel Documents and Permits: Processing fees for international driving permits (1949 and 1968 versions), USA certificates, German environmental stickers, and Camping Key Europe cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Autoliitto is a Finnish nonprofit motorists' association that sells tiered annual memberships (Perus, Plus, Premium plus specialized Corporate, Youth, Disability and Family tiers) bundling roadside assistance (Tiepalvelu), travel document services, digital magazine (Moottori) access, EV charging network access and member discounts. The association also operates the AL-kauppa e-commerce store selling travel guides, maps, automotive accessories, international driving permits and event tickets, and runs the Ajokoulu driving school platform plus AL-Sport motorsport and track day events.

Product overview

Autoliitto is a Finnish automobile association offering a platform of interconnected services centered around membership-based roadside assistance (Tiepalvelu), the Moottori digital magazine, EV charging network, and the AL-kauppa e-commerce store. The organization provides membership tiers (Perus, Plus, Premium, Nuoriso, Invalidi, Perhe, Yritys) with varying benefit levels, plus educational products (Startti textbook, Opetuspoljinsarja training equipment), travel guides (Autoillen Euroopassa, Autolla Norjaan, Automatkailijan Suomi), safety equipment (ResQMe, Ensiapulaukku), winter gear (Lumilapio, Lumiharja), maps (Suomi Tiekartasto), international travel documents (Kansainvälinen ajokortti, Saksan ympäristötarra), and event experiences (rata-ajopäivät). The product portfolio spans core membership services, digital content, physical merchandise, and travel-related documentation.

Differentiator

Problem solved

Functional benefit

Brands

• Moottori: Autoliitto's member magazine and digital publication covering automobiles, mobility, and traffic topics.
• AL-Sport
• Ajokoulu
• AL-lataus

Products and services

• Jäsenyys (Membership subscription tiers) Multi-tier annual membership program (Perus Basic, Plus, Premium, plus specialized Nuoriso, Invalidi, Perhe and Yritys tiers) that provides Finnish motorists access to roadside assistance (Plus and Premium), Moottori digital magazine, member discounts and EV charging network benefits. Plus membership is valued at 133 euros for 2026.
• Tiepalvelu (Roadside Assistance) Roadside assistance (Tiepalvelu) service bundled with Plus and Premium memberships, providing battery boost, towing, flat tire replacement, fuel delivery, lockout assistance, motorcycle towing and EV freezing solutions. Activates the day after the membership payment.
• Autoliiton latausverkosto (EV Charging Network) Member-facing electric vehicle charging network operated in partnership with Elton Mobility AS, providing EV charging access at discounted member rates for Plus and Premium members.
• AL-kauppa (Online Store) Online store (kauppa.autoliitto.fi) operated by AL-palvelut Oy with Vilkas Group Oy, selling travel guides, maps, automotive accessories, international driving permits, safety and winter equipment and event tickets to members and non-members across Finland.
• Moottori Magazine (Moottori-lehti) Autoliitto's member magazine and digital publication (Moottori-digilehti) covering automotive news, driving tips, road tests, travel features and member-exclusive content.
• Ajokoulu (Online Driving School) Online driving school platform (ajokoulu.autoliitto.fi) offering driver education content, learning materials and videos, accessible free of charge to Autoliitto members.
• Kansainvälinen ajokortti (International Driving Permit) International driving permits (1949 and 1968 versions) for travel abroad, available via the dedicated app (Kansainvälinen ajokortti) or mail order through the AL-kauppa store.
• Camping Key Europe Family campsite card providing priority check-in and discounts at over 3,000 campsites across 26 European countries.
• Saksan ympäristötarra (German Environmental Sticker) German city environmental stickers required for driving in German low-emission zones, distributed through AL-kauppa.
• Motoristien rata-ajopäivä (Motorcycle Track Day at Alastaro) Motorcycle track day event at Alastaro circuit organized for Autoliitto members to practice performance motorcycle riding.
• Autoilijoiden rata-ajopäivä (Car Track Day at Alastaro) Car track day event at Alastaro circuit organized for Autoliitto members to practice performance car driving.
• AL-Sport Motorsport Activities Autoliitto's motorsport and driving skill organization running the AL-Sport competition calendar including EcoRun, AutoSlalom, Tasanopeus (even speed) and Ajotaito (driving skill) events, governed by its own sports committee.

Quantifiable outcome

• 130,000+ members served
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• FIA (Fédération Internationale de l'Automobile)coreStrategic or Co-development PartnerAutoliitto is a member of FIA (International Automobile Federation), which provides access to an international network of automobile clubs for roadside assistance services abroad. This membership enables Autoliitto to provide assistance to Finnish members traveling internationally through partner clubs like Germany's ADAC.
• Elton Mobility AScoreTechnology or IntegrationPartnership for electric vehicle charging services. Elton Mobility AS provides the EV charging app and network that Autoliitto offers to its Plus and Premium members as a member benefit. Members can charge their EVs at discounted member rates through the Elton app.
• Eckerö LineminorGTM or Marketing PartnerFerry company offering cruise and route services to Tallinn. Autoliitto members receive discounts on Eckerö Line cruises and route trips to Tallinn as a member benefit.
• Hotel Levi PanoramaminorGTM or Marketing PartnerHotel accommodation and golf services in Levi, Finland. Autoliitto members receive member-priced accommodation and golf services at Hotel Levi Panorama.
• LinnanmäkiminorGTM or Marketing PartnerHelsinki amusement park (Linnanmäki) offering member-priced Pikkuhupi and Isohupi ride wristbands to Autoliitto members as a member benefit.
• SärkänniemiminorGTM or Marketing PartnerTampere amusement park (Särkänniemi) offering discounted admission wristbands to Autoliitto members as a member benefit.
• Vilkas Group OycoreTechnology or IntegrationTechnology partner providing the e-commerce platform (AL-kauppa) for Autoliitto's online store. Vilkas Group Oy handles the technical implementation of the web store.
• Paytrail OyjcoreTechnology or IntegrationPayment service provider enabling online payments in the AL-kauppa e-commerce store. Paytrail processes payments via multiple Finnish banks and card services.
• Kehätieto OycoreTechnology or IntegrationProvides the membership management system for Autoliitto. Part of the membership newsletter distribution is handled through Kehätiedo's system.
• ADAC (Allgemeiner Deutscher Automobil-Club)coreStrategic or Co-development PartnerGermany's automobile club is an international partner for Autoliitto's roadside assistance services. When Autoliitto members need assistance while abroad in service coverage areas, their data may be transferred to international partners like ADAC to deliver the required services.
• AL-SportcoreOthersMotorsport and driving skill organization within Autoliitto. AL-Sport organizes competitions including EcoRun, AutoSlalom, Tasanopeus (even speed), and Ajotaito (driving skill). Has its own sports committee and competition calendar.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• ANWB: Dutch association with ~5M members providing roadside assistance, travel services, and member benefits. Closely mirrors Autoliitto's combined mobility/travel/community positioning.
• ADAC (Allgemeiner Deutscher Automobil-Club): Germany's largest automobile club with ~21M members, offering roadside assistance, travel services, publications, and member discounts. Directly comparable to Autoliitto as a national auto club with FIA membership and reciprocal service network.
• ÖAMTC (Österreichischer Automobil-, Motorrad- und Touring Club): Austrian automobile club with ~2.4M members providing roadside assistance, travel, and member benefits. Direct peer via FIA network, with a similar tiered membership, magazine, and discount model.
• RACC (Reial Automòbil Club de Catalunya): Spanish automobile club with ~1M members delivering roadside assistance, insurance, and travel services. Direct peer in service mix and FIA membership.
• TCS (Touring Club Suisse): Swiss automobile club with ~1.5M members offering roadside assistance, travel, and driver education. Comparable to Autoliitto in scale, service breadth, and FIA affiliation.

Broad incumbents

• RAC (Royal Automobile Club): UK roadside assistance provider with ~9M members, owned by a private equity-backed entity. Comparable to Autoliitto's roadside offering but with broader commercial scope and capital base.
• AAA (American Automobile Association): US federation of auto clubs with ~60M members offering roadside assistance, travel, insurance, and member discounts. Broad incumbent analogue to Autoliitto's combined service model.

Others

• LähiTapiola: Major Finnish mutual insurer bundling roadside assistance with auto policies. Competes indirectly with Autoliitto by offering a substitute benefit to Finnish motorists, shaping member acquisition and retention dynamics.

Regional players

• NAF (Norges Automobil-Forbund): Norwegian automobile club with roadside assistance, travel, and member benefits. Operates in an adjacent Nordic market with similar climate, vehicle parc, and FIA partnership profile as Autoliitto.

Emerging players

• Elton Mobility AS: Nordic EV charging network and app partner of Autoliitto's AL-lataus subsidiary. Directly comparable through its role as Autoliitto's EV charging platform and broader Nordic mobility ambitions.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/autoliitto
• YouTubeyoutube.com/channel/UCkX5khSEBRkhLhJCOTHZKLQ
• Facebookfacebook.com/autoliitto
• Instagraminstagram.com/autoliitto_official
• TikToktiktok.com/@autoliitto
• LinkedInlinkedin.com/company/autoliitto

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 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 Autoliitto