Finns are buying increasingly expensive cars – Saka's early year off to a fast start: "Consumers' financial situation is much better than generally reported in the news"

The year 2026 has started exceptionally strong for us. January sales figures show that the need for Finns to change cars has grown, and the desire to invest in higher-quality vehicles is stronger than it has been in years. Saka's average selling price has risen significantly compared to the same period last year, and consequently, the company's revenue is showing healthy growth.

Contrary to general economic discussion and negative news headlines, the figures from the used car market leader tell a different story: consumer confidence in their own finances is on a solid foundation. During January, the average price of cars purchased from Saka rose substantially, which indicates a shift by Finns toward newer, better-equipped, and more expensive car models.

Saka’s CEO, Petri Poukkula, sees the situation as a positive sign of Finns' financial resilience.

"Amidst negative news, we are pleased to note that for a large portion of Finns, the financial situation is actually good. The need to change cars is now very timely in many households, and decisions are being made with a low threshold. Our customers are clearly ready to pay for quality," Poukkula states.

The rise in average price is particularly explained by demand targeting "better cars" – newer hybrid models, electric cars, and high-spec premium units.

"When we offer the highest quality selection on the market and the fastest inventory turnover, the customer dares to invest in even a more valuable car. With us, buying a well-equipped and high-quality car is seen as an investment in peace of mind and the smoothness of everyday life," Poukkula continues.

January's results provide a strong direction for the entire year. In 2025, we were by far the largest player in the used car market measured by revenue, and for this year, we predict excellent growth in demand.

"We see on the ground what the statistics now confirm: the Finnish motorist is well-informed and trusts the future. As the market leader, our task is to ensure that our inventory constantly offers these higher-quality and more valuable cars that Finns desire," Poukkula concludes.