Latvala will have twice as much to focus on in the World Rally Championship this coming season. Toyota’s WRC team is once again chasing titles, while Latvala will also be keeping a close eye on the operations of the Printsport team he has acquired.
Latvala’s company, JML-WRT Oy, purchased the entire share capital of Printsport late last year. Printsport, which operates in rally car servicing and rental, has strong links to Toyota’s WRC team. This season, the team’s driver is Yuki Yamamoto, who is part of Toyota’s challenge programme. The Japanese driver competes in WRC2 and will contest all rounds of the season in a Toyota GR Yaris Rally2.
Latvala has not disclosed the value of the deal, but it is assumed to be in the millions. In 2024, Printsport recorded a turnover of €6.4 million.
“Yes, it does involve money. The fact is, we’re not talking about pocket money here,” Latvala laughs in an interview with RallyJournal.com.
“This is a kind of investment. I also believe it is, of course, worth it. As an entrepreneur, business interests me, and I believe this will be profitable in the future as well,” he adds.
Through the deal, Latvala acquired the entire shareholding of Printsport from its founder, Eero Räikkönen. In recent years, Printsport has run Oliver Solberg and Sami Pajari in the WRC’s second tier with the Toyota GR Yaris Rally2, but the team also owns other machinery, including a Škoda Fabia RS Rally2.
However, not all of the equipment was included in the sale.
“We are not taking the Škoda – that stays with Eero. We will focus only on Toyota. Eero can sell the Škoda or do whatever he wants with it, but it will not come to our company,” Latvala clarifies.
“Certain things were excluded from the deal. The entire business transfers to us, but there are a few elements that remain with Eero.”
“The easiest and best solution”
Latvala had also considered setting up his own team from scratch. After careful consideration, he ultimately decided to buy an existing rally operation instead.
Latvala already owns historic rally cars, which he competed with last season in the European Historic Rally Championship. In recent years, he has also driven Toyota’s Rally2 car at Rally Finland.
“I had been thinking about a Rally2 car for quite some time. For example, before Jyväskylä [Rally Finland], I was considering whether I should buy a Rally2 car. But then I realised that I already have the historic cars, and I simply don’t have the space,” Latvala explains.
“I would have had to build another workshop and hire more staff. I would have had to start from zero. It takes time to get the facilities and systems in place. In the end, I concluded it wouldn’t work. This is the easiest and best solution.”
Räikkönen will continue to run Printsport’s day-to-day operations as managing director. Latvala has strong trust in Räikkönen, whom he has known for many years.
“I wouldn’t have the time for it. If I had to run the business myself, I could no longer be involved with Toyota. This is the best and most logical solution – Eero continues in that role, while we own the team. In the future, this could open up some interesting options,” Latvala reflects.
Printsport’s base is located in Lievestuore, near Jyväskylä.
