1

The beginning of an

exciting journeyHapag-Lloyd – Number one for quality

2

Our industry has changed significantly

2,52,3

1,5

0,8 0,8 0,7 0,7 0,6 0,6 0,5 0,5 0,5 0,5 0,4 0,4 0,3 0,3 0,3 0,3 0,3

CMA

CGM

MSC HanjinMaersk Hapag-

Lloyd

COSCOEver-

green

APL CSCL MOL NYK Hamburg

Süd

OOCL Yang

Ming

PIL K-Line ZIM Hyundai UASC CSAV

1,6

1,10,6

0,4 0,4

Cosco & OOCL PILYang MingMSCMaersk /

Hamburg Süd

EvergreenCMA CGM

/ APL

Hapag-Lloyd ONE Hyundai ZIM

3.9

3.2

2.7 2.6

1.6

0.4

Ran

kin

g a

s o

f 2018

Ran

kin

g e

nd

of

2013

Carrier capacity [TEU m]

Industry consolidation

3

We are stronger today and have the best expertise on board

~12,000employees

+46%revenue

Vessel fleet

2014

1.0mTEU

Today

1.6m TEU

20

14

1.6

m T

EU

Tod

ay

2.6

m T

EU

Container fleet

Opera

tions

People

We have continued to build on our strengths: strong process quality, single operational backbone, and exceptional people

4

We have been listening to you – and now we

have created a strategy based on your

feedback

Market

research with

+4,000customers

30in-depth

interviews

Are, what we

found out

matter most

to you!

Quality

Reliability Dependability

5

This is why our strategy has these

overarching goals

6

Profitable

throughout

the cycle

Number

one for

quality

Global

player

6

Our strategy is based on a number of core elements

Differentiation Digitalisation Agile organisation

Sustainable value creation

7

We will differentiate ourselves from our competitors

1. Number one for quality

2. Superior land-side

capabilities

3. Further growth in selected

attractive markets

4. Environmental responsibility

5. Best-in-class web channel

6. Opportunistic mergers and

acquisitions

1 2 3

4 5 6

8

Quick Quotes

Generate instant quotes

online anywhere and

anytime

We will invest more in digitalisation

We want to simplify shipping and are innovating across

the whole supply chain – and we have already started

12

9

We want to build an agile organisation

… reshape our organisational structure to become faster in execution and decision-making

… ensure that we are able to adjust to your needs quicker than our competitors

… become more agile and analytically driven

… automate repetitive tasks to release capacity for innovation to improve services and

continuously generate additional value for you

Our aim is to …

14

10

Many initiatives have already started

Procurement Superior land-

side services

Revenue

Management

Attractive

markets

E.g.

15

Integrated market

test in Italy

Strengthened our

market position, for

example in Africa

Contribution boost

initiative

Pilots in

Benelux, Singapore

and Germany

11

What does this mean for you?

Our Strategy 2023 puts you, as our customer, in focus

Our Vision:

To be the benchmark of the container shipping industry, setting the quality

standard, thereby creating true value for you

Hapag-Lloyd – Number one for quality

12

Our journey starts

now!

If you have any questions,

please contact us:

Strategy2023@hlag.com