Johanna Ali is the most influential woman in the car trade in Finland – now she tells if she has had to experience underestimation

Kesko car side Johanna Ali47 is the most influential woman in the car trade in Finland. The lowest-led K car has over 1,300 employees, but there are only two female leaders, why?

“Our other female leader is the law leader, who is in our management team. I would like to have more female leaders. For each role, we always choose the best candidate regardless of sex. I encourage women to get boldly looking for the automotive industry. Not any previous experience in the field is needed. Knowledge in other fields can be a great benefit, ”Ali says.

Less than a year ago, Ali rose from the position of Audi’s Business Director, imported by the K-Auto, to become the Director of Kesko’s car side. The mother of two children is responsible for more than a billion euros in the automotive industry, of which about half of the turnover consists of sales of new cars.

What kind of glass ceilings have you had in your career to break in a very male -dominated field?

“I am often asked about this, but I think a little about sex myself. I have wondered a lot about whether I could encourage women with my example. There are no roles in men or women in the industry, ”Ali emphasizes.

Have you had to experience underestimation due to your gender?

“Certainly there have been those individual comments, but I haven’t been wondering about them,” Ali replies.

K-auto This week presented its future prospects in Helsinki, mainly through product transactions. In the entire market, new cars trade was the worst last year since the recession.

In Finland, only about 74,000 cars were first registered last year. Sales of new cars have halved since the early 2000s, when registrations were hopping in 150,000.

Are such figures in the future of new cars realistic?

“I don’t think that in the next few years. We see the next few years in moderation. Our plans have not been built according to the annual sales of 150,000 songs at the door. ”

The industry has always been prone to various external distractions, which have also been reflected in trading.

“The car dealership has long been in the transition, but it has been accompanied by new elements such as politics. In the past, there was no need to think about comments from the world’s decision -makers, where they lead. ”

Car industry has worried about the aging of the car fleet. Ali admits that the import of used cars from abroad also rejuvenates the car fleet.

Many of the stores specializing in the sale of used cars are focused on importing low -emission cars from abroad. The K-Auto also acquires used cars from outside Finland.

“Even if you buy a used but younger car, it’s always an environmental act. Not everyone can get new cars, so we also need used, ”Ali says.

K-Auto imports Audi, Volkswagen and Porsche. According to Ali, Kesko is currently not looking for new brands in his product range.

“We have chosen cooperation with Volkswagen and Porsche as a competitive advantage. It is definitely one of our strengths. We are aware that we are relying on this manufacturer for selling new cars, ”Ali says.

The car industry has left almost small, low -cost cars, which, for example, Volkswagen Polo. The abandonments are justified by cost reasons, but now manufacturers are still launching electric cars of the same size.

In Helsinki, K-Auto introduced the concept version of the Id.2 full-meter car, the production model of which is expected to cost around € 25,000 in Finland.

“We are not involved in the design of the manufacturers’ collection, but the trend has been that the smaller end has been reduced to internal combustion engines. For electric cars, on the other hand, the chain is logical, whereas the same technology has been used first in larger cars, from which it now moves to smaller ones. Manufacturers produce cars that are business -friendly, ”Ali emphasizes.