Setting Sail for the Future

Our Strategy 2030

In a rapidly changing world, the ability to adapt is paramount – and a crucial marker for success. Over the last years, the global landscape has changed a lot and customer needs are evolving with technology and industry trends. At the same time, we need to expand and adopt new measures in the areas of quality, sustainability and digitalisation. Against this backdrop, we have charted our course with Strategy 2030 to maintain our position as one of the leading carriers.

In the past, we have made significant progress in customer satisfaction, financial stability, and market expansion, particularly in key regions such as India and Africa. Building on the momentum of Strategy 2023, which cemented our reputation as a customer-centric carrier, Strategy 2030 is the result of in-depth market analysis and customer insight, as well as extensive internal collaboration, including input from our global experts. It is dedicated to delivering outstanding customer service, while prioritising environmental responsibility and innovative digital solutions to navigate the ever-changing global landscape.

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Strategy 2030 is built on five core pillars

Pure Play Plus

We invest in our fleet and service network to further strengthen our core liner business. At the same time, we expand our terminal portfolio and increase our share of inland transport.

Top 5 Global Container Line

We aim to cement our position among the top five global container lines and reinforce our presence in key markets, including Africa, India, Southeast Asia, and the Pacific trade.

Undisputed Number One for Quality

We will double down on our quality strategy, aiming for an on-time delivery rate of more than 80%. Simultaneously, we strengthen our operational excellence, customer care, and ease of doing business. The Gemini Cooperation with Maersk will be an important step towards this goal.

Sustainability Driver

We are committed to decarbonise and to contribute to keep global warming within the 1.5°C target of the Paris Agreement. We pledge to reduce greenhouse gas emissions by around one third by 2030 and to achieve net-zero fleet operations by 2045.

Top Performing Carrier

We aim to become an industry frontrunner by leveraging cutting-edge IT solutions, increasing productivity, maintaining a razor-sharp focus on performance and cost optimization, and attracting talents.

Rolf Habben Jansen, CEO of Hapag-Lloyd
Rolf Habben Jansen, CEO of Hapag-Lloyd

“We are very proud of our Strategy 2030, a testament to our unwavering dedication to quality, sustainability, and customer satisfaction. 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.”

The Journey starts now


The world we live in is extraordinarily dynamic and volatile, as is our industry and customer needs are constantly shifting. All the more, our customers rightfully expecting a reliable and innovative business partner who supports their business in the best possible way at all times. With our Strategy 2030, we are laying the foundations to meet our customers’ expectations and to be their number one quality carrier – while making a lasting contribution to the decarbonisation of our industry.

Customer Insights

In order to improve existing processes and to sharpen our understanding of selected key topics, we need your opinion on specific touch points along the customer journey. Understanding your needs and requirements is key to our success at connecting the world across oceans as well as to maintain a fruitful partnership with you.

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