Kesko Car Trade Adapts to Electrification and Digitalization

Matti Virtanen, head of Kesko's car trade division, has noted that the automotive sector is undergoing a significant transformation. The increasing prevalence of electric cars and accelerating digitalization are impacting the entire car trade business, prompting Kesko to enhance its efficiency and customer experience.

Kesko's car trade arm, K-Auto, has been in operation since 1978 and imports and sells Volkswagen Group brands such as Volkswagen, Audi, and Porsche in Finland. The company holds a market-leading position in new car sales within Finland, with its share of all-electric vehicle sales reaching nearly 50 percent in Q2 2021. The strategic aim is to further strengthen this market share to above 20 percent.

The division is also focusing on expanding sales of used vehicles and after-sales services. Electrification is altering service needs and parts sales, leading Kesko to modernize its logistics and invest in repair operations. The company is also recruiting and training 160 new sales personnel to improve customer service.

Virtanen emphasizes the shift in customer behavior, with consumers increasingly utilizing digital channels for car research and purchases. Consequently, Kesko is leveraging digitalization to reduce administrative tasks and allocate more time to customer service. The ultimate goal is to establish the best customer experience in car sales in Finland.