16 April 2024 (Lloyd's List) - HAPAG-LLOYD has unveiled its business strategy through to the end of the decade, the aptly named ‘Strategy 2030’, in which it will seek to remain a top five container line at the end of the decade.
The German line says its new strategy is the result of “in-depth market analysis and customer insight” and is “dedicated to delivering outstanding customer service, while prioritising environmental responsibility and innovative digital solutions”.
Strategy 2030 is built on five main pillars, the first of which (entitled ‘Pure play plus’) sees Hapag-Lloyd commit to strengthening its “core liner business while expanding its terminal portfolio”, backed by a new Terminal and Infrastructure Division. The Hamburg-based carrier also aims to increase its share of inland transport.
The second pillar sets out the line’s ambition to hang onto its top five position among global carriers. With its modest orderbook, Hapag-Lloyd will no doubt come under pressure for that spot from other carriers, notably Ocean Network Express, which laid out ambitious expansion plans last month.
Hapag-Lloyd chief executive Rolf Habben Jansen revealed a number of long-term charters coming into the fleet during an online presentation last month, which he hopes will keep Hapag-Lloyd at container shipping’s top table.
The third pillar of the strategy will see Hapag-Lloyd aim for an on-time delivery rate of more than 80%. The group identifies its Gemini Cooperation with Maersk, which will commence from 2025, as key in achieving this goal.
Sustainability is also a major part of the new strategy. Hapag-Lloyd will commit to reducing greenhouse gases by one third by 2030 and achieving net zero fleet operations by 2045. These ambitious targets will be reached through fleet modernisation and alternative fuels.
The final pillar of Strategy 2030 will see the carrier “remain an industry frontrunner by leveraging cutting-edge IT solutions, increasing productivity, maintaining a razor-sharp focus on performance and cost optimisation, developing the workforce, and attracting talents.”
“We are very proud of our Strategy 2030, a testament to our unwavering dedication to quality, sustainability, and customer satisfaction,” said Habben Jansen.
“We operate in a very dynamic industry marked by shifting customer needs, so a resilient strategy is essential. Strategy 2030 positions us to thrive and lead as one of the top global container lines. With it, we will not only enhance the value we deliver to our customers and partners, but also make a meaningful contribution to the decarbonisation of our industry. It is our most ambitious strategy to date.”
