Womens World Car of the Year - Introduction

The Judges – MerviVaronen

Mervi Varonen

Mervi Varonen – FINLAND

lives in the city of Jyväskylä in Central Finland, in the heart of the Finnish Lakeland territory. 

She began her media life in 1997 as a producer of FinnNiche magazines in Helsinki. After moving back to her hometown of Jyväskylä, she began to write articles and take photos as a one-woman enterprise.


As a freelancer I had been covering a variety of topics from business to travel.  In 2013 I was asked to write columns for the car and traffic section of Keskisuomalainen, the newspaper I still write for.  Since then my work has expanded to cover all sorts of vehicles from new cars to vintage motorcycles and current topics in traffic.

Its not surprising Mervi has chosen motoring as her main publishing topic because its practically in her DNA.  Jyväskylä is the rally capital of Finland, home to the WRC Neste Rally Finland. The rally dates back to 1951 and was known internationally as The Rally of The Thousand Lakes.

Mervi says she loves new adventures and driving challenges such as the BMW Winter Driving Experience.  She has tested Nokian Tyres in their extreme White Hell centre in Finnish Lapland and has driven hot laps on Bridgestones racing test track in Rome. 

Im a bit of a daredevil, she says.  One of my happiest and fastest memories dates back to 2015 when I had a co-driver experience with WRC driver, Hayden Paddon from New Zealand, in his Hyundai i20 WRC.

Mervi is a member of the Association of Car and Motoring Journalists of Finland. Her work is published in newspapers and in digital format mainly by Keskisuomalainen, one of the largest media companies in Finland which has more than 90 papers and digital media channel outlets.

After joining the Womens World COTY team, she is now planning to create a new digital channel for women interested in motoring in Finland and is looking for business partners to invest in the project.

Finland is one of the worlds leading countries in fostering gender equality but when it comes to cars and motoring in the media, its still pretty much a mans world. I think a female point of view is important and there is an audience for it.

She thinks cars are a lot of fun but motoring is often a serious business.

Its too serious, if you ask me. Id like to shift gear from the technically heavy reports into more entertaining stories with practical tips, and some humour wouldntt hurt either.

Mervi is looking forward to networking with professionals in the car and motoring field globally.

I am really pleased to join the all-female jury of Womens World Car of the Year, excited to pin Finland on the WWCOTY map and to be able to share information with colleagues from around the world.

email: mjvaronen@hotmail.com

Tel. +358 (0) 44 525 4811