Our strategy
The 
Strategy
We have a clear vision and purpose, which drives everything we do.
We deliver this through five customer propositions which are enabled by focused application of technology to deliver superior outcomes for all our stakeholders.
Our vision and purpose
We’re leading modal shift from cars to mass transit towards greater social moblity with better access to healthcare, education, employment and leisure.
Our culture
We're encouraging openness and collaboration across our group, sharing best practice and nurturing a more diverse and inclusive culture.
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Our focussed application of technology and innovation
We are investing in data insights towards safety, quality of service, cost efficiency, automation and ultimately customer service. We are investing in technology to provide better services for our customers through improved service reliability and an overall better journey.
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Our strategic outcomes
Strong financial returns
We utilise our resource and relationships to achieve strong financial returns. By growing revenue, converting into profit, and delivering cash flow, we are able to invest for growth, maintain a strong balance sheet and provide returns to shareholders.
Most reliable
We will lead the industry in reliability by striving for ever increasing levels of punctuality, and driving down cancelled services and lost miles. Through excellence in reliability we will meet customer expectations, deliver industry-leading services and be a recognised as a willing and constructive partner.
Most satisfied customers
Our customers will rate us the highest in the industry. Customers lie at the heart of our business, and maintaining their loyalty is key to our success. Everything we do focuses on exceeding our customers’ expectations for safe, clean and reliable services at a fair price. Routine surveys of customer views, and disciplined feedback and response processes, are key components of the Group’s operations and planning processes.
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Our sustainability strategy
We aim to be the safest, cleanest, most reliable, convenient and best value transport provider in the modes we operate.
Safest
We will lead the industry in safety by continually driving down accidents. More than anything else, we value the safety of our customers, employees and the public generally. This priority is reflected in our policies and behaviours – the way we do business.
Environmental leader
We are moving at pace on our transition to net zero and are on track to have 1,500 ZEVs by 2024 and 14,500 by 2030. In January 2024, our new environmental targets were formally verified by the Science Based Initiative Taskforce in line with best practice reporting.
Employer of choice
To be the place to work in mass transit. We will embed a high-performance culture that attracts and retains the best people. Delivering on our vision and for our customers is only possible if we are a good place to work. We recognise that our workforce is our greatest asset and we want each of our 47,700 employees to reach their full potential and to give their best.
Our five customer propositions
Reinvigorate public transport
Grow the use of public transport in cities suffering congestion by building partnerships with stakeholders who want sustainable solutions.
Consolidate & compound
Consolidate fragmented markets and create ‘at scale’ operations to drive operating efficiencies and better customer solutions.
Multi-modal expansion
Build more modal capability and city hubs from existing locations where we already have a physical footprint.
Operational transformation
Application of our processes and know-how to drive efficiency, operational improvement and lower costs.
Fill the transit gap
Encouraging modal shift away from private cars in areas that are poorly served by public mass transit.
