Wille Machines
A future-proof portfolio to accelerate growth
Strategy | Business case | Sustainable business development
December 2025
An agile urban machine manufacturer Wille Machines partnered with After to create a data-driven growth plan and portfolio strategy through to 2035. The goal was to respond to the challenges of warming winters and evolving customer needs both in existing and new markets, and to secure Wille’s success for the years ahead.
Expanding the market for a Finnish-made multi-purpose machine
Wille Machines is a Finnish company specialising in environmental management machinery, with production in Loimaa since 1983. As part of the Wihuri Group, Wille has an established position in Finland and Sweden. Its current product portfolio is particularly strong in winter maintenance. The collaboration between Wille and After focused on ensuring that the future portfolio aligns with customer needs, is suitable for both Central European markets and the Nordics’ increasingly mild winters, and that Wille’s growth decisions are based on solid insight into target markets and customers.
“Our expectations for the collaboration were exceeded. We have long experience, but we would never have been able to structure and crystallise customer needs this clearly. Excellent work that gives us concrete tools to build our future direction in a phased way.”
Pekka Elo
CEO, Wille Machines
Leveraging customer and market insight, combined with scenarios, to drive growth
At the start of the collaboration, After mapped Wille’s existing knowledge of potential markets with promising expansion opportunities. The Wille brand is well-respected in its current markets. Through interviews with existing customers, After examined Wille’s strengths and development areas. The insight was complemented by internal discussions in which the Wille team shared their views on a future-proof Wille and on growth opportunities.
Together, we identified three Central European countries for deeper exploration. For these After conducted a comprehensive market and competitor analysis, and gathered customer insight from prospects. Based on this information, we created four scenarios for future growth. The most relevant elements were identified: based on these After and the Wille team built a roadmap of critical activities.
The future growth portfolio strategy was brought into a visual strategic illustration outlining the goal and the challenges that must be overcome to achieve the vision. In addition, together with Wille, After built a business case through to 2035 to support the growth strategy decision-making.
Business impact
1
A growth and portfolio strategy based on data, current and future customer needs, and a warming climate: the vision, goals, Must-Win Battles and their ownerships.
2
A 10-year business case projection outlining growth potential in current and selected new markets. A deeper understanding of the capabilities required to enter these markets.
3
A shared commitment to grow Wille Machines’ sales and safeguard the success of the Wille brand for the coming decades.
Interested? Let’s create a future-proof strategy for your business together.
Sohvi Salmelin
Founder, After Advisory
sohvi.salmelin@afteradvisory.fi
+358 40 830 1168
