About LuxCar
The House Behind the Wheel
LuxCar is the motorcar house of Divánta, the concierge house of Finnish Lapland. The same discreet Rovaniemi team that arranges villas, experiences and protection for guests from around the world also keeps a much-loved garage, and hands you its keys.
The Founding Partner
Henry Hynynen
The house began with two callings. Henry Hynynen was born and raised in Rovaniemi, and has spent more than thirty years in the service of demanding guests across hospitality, private service and security, from Finland and Norway to Dubai.
He has stood on both sides of the door: as a close-protection officer trusted with the safety of public figures, and as a personal concierge to discerning visitors from around the world, among them royal households whose Lapland journeys he has quietly looked after from first wheels-down to farewell. He leads Tactical Bodyguard Finland, the house's own close-protection unit, and remains, as he has been since boyhood, a devoted motorcar enthusiast.
A former national-team powerlifter, Henry is harder to impress than his guests, and gentler in manner than his résumé suggests. His measure of a successful journey is simple: the guest never repeats a wish.
“In thirty years I have learned that true care is not the car, the villa or the table. It is certainty. That is what Divánta was built to be: one house that moves you, protects you and looks after you. In Finnish we say kaikki järjestyy, everything will be arranged. I have made a life of meaning it.”
Henry Hynynen · Founding Partner
The Leadership
The People of the House
Petri Juotasniemi
Founding Partner
Petri runs the daily operation of the house: the fleet, the keys, the schedules and the standards behind them. When a car moves, he is the reason it is on time, winter-ready and spotless.
Elias Joentakanen
Founding Partner, Venture Lapland
Elias leads Venture Lapland, the family of companies Divánta belongs to. He has spent his career in the top tier of Lapland hospitality, and his work is to make sure the house can always care for its guests, today and years from now.
Olli Salmela
Head of Sales
Olli leads the sales of the house and builds relationships with guests and partners. From the first enquiry to the final arrangements, his focus is on the same care and quality in every detail.
Aino Lilja
Operations Manager
Aino keeps the days of the house in order: schedules, confirmations and the hundred practical details every journey quietly depends on.
What We Hold To
The Standards of the House
One Team
One team and one number, from your first enquiry to 24/7 roadside assistance. Every request is answered by someone who already knows you.
Quiet Discretion
Your presence and your arrangements stay private. That is simply how the house works.
The North, Native
Rovaniemi born and raised. The kind of local knowledge that cannot be bought, only lived.
Everything Arranged
Kaikki järjestyy. A wish, once spoken, is considered done, and never asked for twice.
LuxCar is a marque of Divánta, part of Venture Lapland: the chauffeur who drives you and the team who hand you the keys work under the same roof as the concierge, the travel designers and the protection unit of the house.
