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 the world's most 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
Service Manager
Olli leads the service of the house and the guest experience. From the first reply to your enquiry to the moment the keys are in your hand, he makes sure every detail carries the same care.
Aino Lilja
Operational Coordinator
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 Host
You are introduced to one name and one number before you arrive. Every request is heard 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.
The House and Its Marques
One Group, One Standard
LuxCar is a marque of Divánta, and Divánta is part of Venture Lapland, a Rovaniemi family of companies that looks after journeys in the North. The chauffeur who hands you the keys works under the same roof as the concierge, the travel designers and the protection unit of the mother house.
The House Is at Your Service
Tell us when you arrive, and consider the rest arranged.