Tilaauto

Tilaauto, the Finnish term for a car subscription, is a service that allows customers to pay a fixed monthly fee for the use of a vehicle. The fee typically covers insurance, maintenance, roadside assistance and sometimes fuel or charging costs. In a tilaauto arrangement the vehicle is often leased by the subscription provider but it is treated as the customer’s “own car” during the subscription period. Users can change the car model or switch to another vehicle within the same brand’s fleet, which provides a high degree of flexibility.

The concept originated in the early 2010s in the United States and rapidly spread to Europe. In Finland the market has grown steadily since about 2018, with several automotive manufacturers and independent mobility companies offering tilaauto solutions. Major players include the car makers Skoda, Toyota, Kia and Hyundai as well as startups such as Sixt and CarTrawler. These providers often maintain a dedicated fleet of cars that are refreshed every 1–2 years, ensuring that subscribers receive modern vehicles with up‑to‑date technology.

Tilaauto is seen as an alternative to traditional leasing or bank financing. Advantages include predictable monthly costs, reduced administrative burden, and the ability to swap vehicles for diverse usage needs. Critics point out that the total cost can be higher than leasing or outright purchase once long‑term use is considered, and that vehicle depreciation is handled by the provider, not the user. Regulatory frameworks in Finland cover insurance and data protection for subscription vehicles, but specific consumer protection rules for tilaauto are still evolving.

As urban mobility patterns shift toward shared and flexible transport, the tilaauto model is positioned to play a larger role in Finland’s automotive market. Its success will depend on how providers manage fleet turnover, customer service, and integration with broader mobility ecosystems.