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Touring Cars Group | Finland
Dr. Elle Tick is an entrepreneur, business leader, strategic development professional, and researcher with experience spanning sales, customer experience, administration, organizational development, business strategy, and the European motorhome travel industry.
As Co-Owner of Touring Cars Group, Dr. Tick is part of the leadership of a family-owned company that has been shaping the European motorhome travel industry since 1982. What began as an entrepreneurial venture in Finland has developed into an established premium motorhome brand with operations across Finland, Sweden, and Norway, supported by franchise partners across several European countries.
Her professional journey reflects a combination of entrepreneurial heritage, hands-on business experience, academic development, and strategic leadership. At Touring Cars, she has progressed from customer service and vehicle sales into strategic development, partner and board responsibilities, and leadership of sales and administrative services. This diverse experience has provided her with a practical understanding of customer behaviour, business growth, team leadership, strategic planning, and organizational development.
Dr. Tick’s entrepreneurial journey is also deeply connected to a family legacy. She is proud to continue the work and vision established by her mother, who serves as Chairwoman of Touring Cars Group.
However, Dr. Tick’s vision is not simply to inherit a legacy, but to build upon it and create the next chapter independently. Together with the next generation of leadership, she is contributing to the continued development of Touring Cars while bringing her own perspective, expertise, ideas, and strategic direction to the organization.
Dr. Tick’s career at Touring Cars demonstrates a progression from frontline customer engagement to strategic and organizational leadership.
She began her journey with Touring Cars Group as a Customer Service Representative (2018–2021), developing a strong understanding of customers and the operational side of the motorhome rental business.
She subsequently moved into Vehicle Sales (2021–Present), gaining further experience in commercial development and customer decision-making.
Since 2021, she has also contributed as a Strategic Development, Partner & Board Member, taking on broader responsibilities related to business development, strategic planning, partnerships, and organizational direction.
Since 2025, she has served as Director of Sales and Administration Services, combining her commercial and administrative experience with leadership responsibilities.
Dr. Tick’s academic development has complemented her practical business experience.
She completed a Bachelor of Arts (Hons.) in Business and Management at the University of Northampton (2021–2023), followed by a Master of Business Administration (MBA) at the University of Northampton (2023–2024).
Her professional education also includes a Certified Franchise Manager qualification from Franchise Business College (2024–2025), further vocational studies in Entrepreneurship at Careeria (2024–2025), and a Higher National Diploma from Helsinki School of Business (2021–2022).
She has further pursued doctoral-level study through a Doctorate of Business Administration (DBA) at Kennedy University (2024–2026).
“Customer Segment Evolution in the Nordic Motorhome Rental Industry: A Longitudinal Analysis of Customer Transaction Data, 2017–2026”
Her doctoral research reflects the intersection of her academic interests and extensive practical experience within the motorhome industry.
The research focuses on the evolution of customer segments within the Nordic motorhome rental market and examines customer transaction data over a longitudinal period from 2017 to 2026.
By connecting real-world industry experience with academic research, Dr. Tick seeks to develop a deeper understanding of customer behaviour, segmentation, market evolution, and strategic decision-making within the Nordic motorhome rental industry.
Dr. Tick’s association with GlobalX represents a new chapter in a journey that brings together entrepreneurship, business leadership, research, innovation, and continuous learning.
Her objective is to expand the visibility of her professional and academic contribution while creating a stronger connection between her industry experience and research interests.
Through this journey, Dr. Tick aims to share knowledge, contribute to international professional conversations, and establish a lasting author identity around business leadership, customer behaviour, strategic development, entrepreneurship, and the future of the Nordic motorhome industry.
Her story is ultimately one of legacy and evolution honouring the foundations created by her mother while independently building the next generation of the Touring Cars journey.
From a family legacy to an independent vision, Dr. Elle Tick is helping shape the future of European motorhome travel through leadership, research, entrepreneurship, and continuous innovation.
