Touring Cars: Your Motorhome, Your Key to Freedom

Touring Cars: Your Motorhome, Your Key to Freedom

There is something truly special about setting your own schedule, choosing your destination, and enjoying every mile without worrying about hotel bookings or rigid travel plans. A motorhome gives you that freedom, but the experience depends on choosing the right travel partner. That is where Touring Cars has built its reputation over the years.

Recognized by travelers across Europe, Touring Cars combines premium motorhomes with exceptional customer service, making every journey comfortable, flexible, and memorable. For families, couples, business travelers, and adventure seekers alike, it has become known as one of the Best Motorhome of Europe providers for those who value quality, safety, and convenience.

The Proper Start toward Freedom

In 1995, Tanja Saarnio became the sole owner of Touring Cars, ushering in a new era of growth and innovation. The company invested in a premium motorhome fleet and strengthened its commitment to exceptional customer service. The same year also saw the launch of Key to Freedom, Touring Cars' customer magazine, created to inspire readers with travel stories, destination ideas, and the unique lifestyle of exploring Europe by motorhome.

More Than a Motorhome Rental

A holiday should never feel stressful. The right motorhome should give you confidence from the moment you collect the keys until you return from your journey.

Touring Cars has spent decades refining every aspect of the customer experience. Modern vehicles, transparent booking processes, well-maintained fleets, and knowledgeable staff allow travelers to focus on what matters most: enjoying the journey.

Whether you plan to explore Finland's lakes, Spain's sunny coastline, Germany's scenic countryside, or the breathtaking landscapes of Norway, Touring Cars provides a reliable way to experience Europe on your own terms.

Where the Journey Began

Every iconic brand has an origin rooted in vision and determination. For Touring Cars, that journey began in 1982 in Kuopio, Finland, where a passion for travel and an entrepreneurial mindset laid the foundation for what would become one of Europe's most respected motorhome rental companies. Inspired by opportunities in the Russian market and driven by a commitment to quality, Touring Cars set out to redefine how people experience freedom on the road.

As Finland's pioneering motorhome rental company, Touring Cars introduced a new standard of travel by combining premium vehicles with genuine hospitality and personalised service. Over the following four decades, the company played a key role in shaping the Nordic motorhome industry while continuously investing in innovation, customer experience, and operational excellence.

Over the years, Touring Cars has evolved into a well-established European franchise network, serving travellers across eight countries through a global network of more than 150 trusted tour operator partners. With over 40 years of expertise, the company continues to deliver premium motorhome holidays that combine luxury, reliability, and the freedom to explore Europe's most remarkable destinations.

The First Customer

In 1982, Touring Cars welcomed its first rental customer, Gorkin Puisto, marking the beginning of an extraordinary journey. What started with a single motorhome rental in Finland became the foundation of a company that has grown into one of Europe's leading motorhome rental and franchise brands. This historic milestone reflects Touring Cars' enduring commitment to quality, hospitality, and creating unforgettable travel experiences for generations of adventurers.

From a Bold Vision to Europe's Leading Motorhome Brand

Every enduring brand is shaped by a defining moment, a vision that dares to challenge convention and the people willing to pursue it with unwavering determination. For Touring Cars, that journey began in 1987, when founder Hannu Kekäläinen envisioned a future where premium motorhome travel would inspire people to experience Europe with complete freedom. His ambition extended beyond expanding a business; he wanted to create a travel concept that combined adventure, comfort, and exceptional customer service under one trusted name.

To bring this vision to life, Hannu sought support from the Finnish Russian Chamber of Commerce, where he met Tanja Saarnio, an ambitious university student with a strong interest in international business and the Russian market. At the time, Tanja had her own career aspirations and was focused on her academic journey. Joining a growing motorhome company was far from her plans. Yet a simple invitation to participate in a motorhome safari through Karelia became the beginning of an extraordinary partnership that would redefine the future of Touring Cars.

Looking back on that pivotal moment, Tanja often recalls how an unexpected Christmas gift sparked a conversation that ultimately changed the course of her life. What started as a single motorhome expedition evolved into a lifelong commitment to building a company that today stands among Europe's most respected names in motorhome travel.

While contributing to Touring Cars' early expansion, Tanja continued investing in her own education. She pursued advanced studies in Russian language and international relations before strengthening her business expertise through an MBA and extensive executive education. This unique combination of cultural understanding, strategic leadership, and entrepreneurial thinking laid the foundation for the company's long-term international growth.

Recognizing her exceptional leadership, innovative mindset, and unwavering dedication, the company's founder entrusted Tanja with increasing responsibility. In 1991, she became Managing Director and part-owner of Touring Cars, marking the beginning of a new chapter defined by innovation, operational excellence, and sustainable expansion.

Under her leadership, Touring Cars transformed from a successful Finnish operator into a distinguished Scandinavian brand with a carefully developed franchise model. Rather than pursuing rapid expansion alone, the company focused on building long-term partnerships with entrepreneurs who shared its values of quality, integrity, customer satisfaction, and continuous improvement. This thoughtful approach established Touring Cars as a benchmark for excellence within the European motorhome rental industry.

Today, Touring Cars is recognized across Europe for its premium fleet, trusted franchise network, and unwavering commitment to delivering exceptional travel experiences. The company's continued success is not merely the result of business growth, but of decades of visionary leadership, strategic decision-making, and an enduring belief that meaningful journeys begin with people who are willing to think differently.

As Chairwoman of the Board and Head of the Touring Cars Motorhome Rental Franchise, Tanja Saarnio continues to guide the company with the same entrepreneurial spirit that shaped its earliest years. Her story reflects more than the evolution of a business; it represents the power of resilience, lifelong learning, and purposeful leadership in building a brand that has become synonymous with freedom, quality, and unforgettable adventures throughout Europe.

Shaping the Future of Motorhome Travel

The early 2000s brought unprecedented challenges to the global tourism industry following the events of September 11, 2001. While many businesses slowed their growth, Touring Cars viewed the changing landscape as an opportunity to innovate. The company accelerated its focus on digitalisation, operational efficiency, and long-term development.

In 2002, Touring Cars introduced its first comprehensive staff training programme and quality handbook, establishing consistent service standards across the organization. The company also joined the 1Q00 (Laatutonni) quality programme of the Finnish Tourist Board, reinforcing its commitment to excellence.

Growth continued in 2003 with the expansion into Sweden through the acquisition of its long-standing Swedish partner's operations. Touring Cars also strengthened its international presence by updating its customer magazine for global travel agencies and becoming a member of the Association of Finnish Travel Agents (AFTA).

By 2004, the company further expanded its Finnish network with new locations in Kuopio, Pori, and Oulu. Touring Cars' dedication to quality and financial stability was recognized with official commendation from the Finnish Tourist Board and the prestigious AAA Credit Rating awarded by Dun & Bradstreet, reflecting the company's strong reputation and sustainable growth.

Explore Our Premium Motorhome Fleet

A memorable road trip begins with the right vehicle. At Touring Cars, every motorhome is carefully selected to provide comfort, reliability, and the freedom to travel without compromise. Whether you are planning a weekend escape, a family holiday, or an extended European adventure, our modern fleet is designed to suit every style of travel.

Each vehicle undergoes regular maintenance and thorough inspections to ensure a safe and enjoyable experience from departure to return. Combined with our distinctive branding and premium finishes, every Touring Cars motorhome reflects our commitment to quality, comfort, and exceptional customer service.

Motorhomes Designed for Every Traveller

Our fleet includes a wide range of premium motorhomes that combine innovative design with practical functionality.

Optima Ontour A65 KM

Perfect for families and groups, the Optima Ontour A65 KM offers spacious living areas, comfortable sleeping arrangements, a fully equipped kitchen, and generous storage. It is an excellent choice for longer road trips across Europe, where comfort and convenience matter most.

Optima Ontour V65 GQ

Designed for couples and travelers seeking extra comfort, the Optima Ontour V65 GQ features a stylish interior, premium amenities, and an efficient layout. Its balance of luxury and practicality makes it ideal for exploring scenic routes while enjoying all the comforts of home.

Vantana K60FT Camper Van

Compact yet remarkably versatile, the Vantana K60FT is perfect for travelers who prefer flexibility and easy maneuverability. Whether navigating city streets or discovering hidden countryside destinations, this camper van offers a comfortable and efficient travel experience.

Sustainable Travel for the Future

Responsible tourism is becoming increasingly important.

Touring Cars supports sustainable travel by maintaining modern vehicles, promoting responsible road travel, and encouraging travelers to explore destinations thoughtfully rather than rushing through crowded tourist hotspots.

A motorhome journey also allows visitors to discover smaller communities, local businesses, and natural attractions that are often overlooked.

A New Generation of Leadership

The years following the global pandemic marked a period of resilience, renewal, and transformation for Touring Cars. As travel restrictions gradually eased in 2021, the company welcomed customers back with renewed optimism while remaining committed to delivering exceptional experiences. By continuously refining its services and investing in the future, Touring Cars successfully regained momentum, achieving its pre-pandemic sales performance by 2024.

This chapter also marked the beginning of a new generation of leadership. Elle Tick joined the company's Board of Directors while completing her Bachelor's and Master's degrees in Business. Starting in the vehicle sales department, she gained practical experience across the business before progressing to the role of Director of Sales and Administrative Services.

Today, Tanja Saarnio and Elle Tick lead Touring Cars together, bringing together generations of leadership, experience, and innovation to shape the company's future. Together, they continue to expand the company's presence in new markets while preserving the values of quality, innovation, and customer-focused service that have defined the Touring Cars brand for generations.

Conclusion

The greatest journeys are rarely defined by a single destination. They are shaped by the freedom to explore, discover unexpected places, and travel without limits.

Touring Cars has spent years helping travelers experience Europe with confidence, comfort, and flexibility. Its commitment to quality vehicles, outstanding customer care, and reliable service has made it a trusted name across the continent.

If your next adventure deserves more than an ordinary vacation, Touring Cars offers the freedom to travel your way.