Markus Norling
Chief Executive Officer
About us
From roadside emergencies to comprehensive safety solutions, we're the most trusted partner keeping millions of people safe and mobile across Northern Europe every day.
Our heritage & purpose
For almost 70 years, Viking has been the trusted guardian of Nordic mobility. What began as Norway's roadside assistance pioneer has evolved into Northern Europe's most comprehensive safety partner, serving customers across the Nordics, Baltics, and beyond.
We keep you safe and mobile — this isn't just our tagline, it's our daily commitment to millions of customers who depend on us when the unexpected happens.
Our vision drives everything we do: To be the leading and most customer-friendly assistance company in the world. This means faster response times, more reliable service, and greater peace of mind for every customer we serve.
Building on proven excellence
Today, we're strengthening what has always made Viking exceptional. With renewed focus and strategic investment, we're enhancing our service delivery while staying true to the reliability and care that customers have trusted for decades.
This evolution goes beyond traditional roadside assistance. We're developing integrated safety solutions that anticipate your needs, prevent costly breakdowns, and deliver support with the speed and expertise you expect from Viking.
Every improvement we make, every process we refine, every investment we undertake serves one goal: making your life easier, safer, and more predictable when you need assistance.
Our strategic foundation
Six strategic pillars guide every investment we make in improving your experience and delivering greater value:
Market leadership
Securing our position as the premier assistance provider in every market we serve means you benefit from the most extensive network, proven track record, and competitive pricing that comes with our scale and experience.
Operational excellence
Delivering world-class service through streamlined processes and comprehensive training translates directly to faster response times, higher first-time resolution rates, and more efficient solutions for you.
Organisational culture
Attracting and retaining the region's best talent across our 3,000+ team members ensures you always receive expert, motivated service from people who take pride in helping you.
Digital transformation
Leading practical innovation – from intelligent dispatch systems to connected vehicle integration and real-time service tracking – means shorter wait times, better communication, and more convenient service when you need help most.
Network quality
Building the most reliable, efficient, and customer-focused assistance network reduces your costs while improving service quality and availability when you need help.
Strategic Growth
Expanding beyond traditional roadside assistance into travel care, vehicle inspection, membership services, and home protection solutions gives you access to comprehensive safety solutions from a single trusted partner.
Innovation that works
Every technological advancement we make is designed to assist you faster and with less hassle.
Digital leadership
We're implementing proven technologies that deliver immediate benefits to you. Our investments in connected vehicle technology reduce your wait times, intelligent dispatching ensures the right expert reaches you quickly, real-time tracking keeps you informed, and mobile-optimised customer experiences make getting help effortless when you need it most.
Sustainable operations
As Northern Europe's mobility guardian, our commitment to environmental responsibility translates to operational efficiencies that benefit you. From electric service vehicles that reduce operational costs to optimized routing that improves response times, we're building sustainable operations that protect both our customers and our shared environment.
Our core values
These aren't just words on a wall. They're commitments that shape every interaction you have with Viking.
Easy
We keep it simple through digital and user-friendly solutions. Whether you're calling for help or managing a fleet of vehicles, every interaction with Viking should feel effortless and intuitive, saving you time and reducing stress during challenging moments.
Reliable
We stand by our word and are always transparent and open. When we commit to a response time, a service level, or a partnership promise, you can count on us to deliver – every time. Your trust is earned through consistent performance, not just promises.
Friendly
We have a friendly and helpful approach and go out of our way to help people. Our team doesn't just solve problems; we provide reassurance, understanding, and genuine care in moments of stress, making difficult situations more manageable.
Easy
We keep it simple through digital and user-friendly solutions. Whether you're calling for help or managing a fleet of vehicles, every interaction with Viking should feel effortless and intuitive, saving you time and reducing stress during challenging moments.
Reliable
We stand by our word and are always transparent and open. When we commit to a response time, a service level, or a partnership promise, you can count on us to deliver – every time. Your trust is earned through consistent performance, not just promises.
Friendly
We have a friendly and helpful approach and go out of our way to help people. Our team doesn't just solve problems; we provide reassurance, understanding, and genuine care in moments of stress, making difficult situations more manageable.
Serving Northern Europe & Beyond
Our strong brand recognition and established presence mean you can trust us wherever you operate in our coverage area.
Norway: Our heritage market where 95% of drivers recognize and trust the Viking name – giving you confidence in proven, reliable service backed by decades of customer satisfaction.
Sweden: Strategic growth market with expanding digital-first operations designed to deliver the efficiency and innovation customers expect.
Denmark: Established presence with innovative partnership models that bring competitive pricing and comprehensive coverage.
Finland: Technology-forward approach serving diverse mobility needs with cutting-edge solutions.
Baltics: Expanding markets with tremendous growth potential, extending our proven service standards to new regions.
Spain: Operational excellence hub in Alicante driving efficiency improvements that reduce costs and enhance service quality across all markets.
Facts and figures
The numbers behind your peace of mind and the efficiency that keeps us competitive.
3 000 employees in the franchise network.
500 000 assistances and transports.
30 000 inspections and valuations.
1 000 branded vehicles and trucks.
2 000 000 calls handled annually.
97% customer satisfaction.
300 franchise stations.
20 inspections centers.
300+ RSA locations.
Governance and trust
Strong foundations and ethical practices mean stable pricing, reliable service, and long-term partnership you can count on.
As part of the If P&C Insurance family, Viking operates with the highest standards of corporate governance, financial stability, and regulatory compliance. This backing provides you with service continuity, competitive pricing through economies of scale, and the confidence that comes from partnering with a financially secure, well-governed organization.
Environmental responsibility, social impact, and governance excellence aren't add-ons to our business—they're integral to how we deliver value to you. From sustainable fleet operations that reduce costs to inclusive workplace policies that attract top talent, we're building a company that creates lasting value for customers, communities, and stakeholders.
Our continued commitment
Our commitment to the future is built around making your mobility safer, more efficient, and more predictable.
We're developing comprehensive safety partnerships that benefit you directly through integrated solutions that prevent costly breakdowns before they occur, provide seamless support when issues do arise, and offer complete peace of mind through every journey—ultimately saving you time, money, and stress.
While our service area continues to expand, our Northern European values of reliability, innovation, and community care ensure you receive world-class service with local understanding. We're proving that companies can grow internationally while maintaining the personal service standards and competitive pricing that built their reputation.
Leadership Team
Meet the experienced team guiding Viking's continued excellence.
Marius Bruu
Chief Financial Officer
Monica Bårdseth
Chief Legal & Compliance Officer
Antti Nuoranne
Chief Commercial Officer Growth