Our Strategy

Move 2025

Our 5-year strategic plan, Move 2025, outlines the main strategic objectives that will support our ambitious development. These objectives leverage the transformation that we started in 2015 to seize growth opportunities that we see in the medium to long-term future. With this new strategic plan, we are positioning ourselves at the heart of the evolving mobility world and aim to strengthen our competitive edge.

Our ambition is to become a fully integrated sustainable mobility provider and the global leader in our industry. 

Move 2025

Four strategic pillars to Move for









  • Move for Customers

    We want to be recognised as the most innovative provider of mobility products and services through digitalisation, customisation, flexibility, excellent customer experience and a unique mobility brand.

  •  Move for Growth

    We want to be the global leader in sustainable mobility solutions by extending geographical coverage and customer reach with new partners in the mobility ecosystem, value-accretive acquisitions and new mobility solutions.

  • Move for Good

    We will place people and corporate social responsibility at the heart of the business model.

  • Move for Performance

    Our goal is to generate value over the economic cycle within a robust business operating framework to grow the company in a cost efficient manner.


Move 2025’s ambitions translate into four key deliverables to drive sustainable growth 

Full Service Leasing & Fleet Management

We plan to grow our full-service leasing and fleet management offering and see significant growth potential in each of our four client segments:  multinationals and large corporates, SMEs, corporate employees and private consumers. 

We will continue to shape our value-added mobility solutions through digitalization, customization, flexibility and outstanding service quality, prioritizing shared, connected, multi-modal and sustainable components, to meet our clients’ needs and expectations as they evolve.

The number of ‘Total Contracts¹’ we manage is expected to reach c. 2.3 million by 2025, including growth through bolt-on acquisitions. We expect both direct and indirect channels to contribute significantly to this growth, in particular thanks to our leading private lease digital platform. 

We are the #1 provider in Europe with the widest direct coverage globally and we plan to expand our geographical presence further, including in Asia, targeting up to 50 countries.

The future is multi-cycle and multi-channel

Move 2025 will transform our business model to one where vehicles are leased for longer, in some cases for the entire lifespan of the vehicles, by building on an opportunistic selection process and market-driven pricing strategy for multi-cycle leasing, used car sales and multi-channel distribution.

We aim to have c. 30% of our used vehicles to be sold or leased to retail customers by 2025 with used car lease reaching a total of c. 125,000 vehicles. 

ALD Carmarket for consumers, based on a Clicks ‘n Bricks approach, will be implemented in 25 countries to support these ambitions, leveraging our state-of-the-art digital platforms and network of physical showrooms.

Driving investment in digital capabilities

Until 2025, we will be accelerating investment in our digital capabilities and plan to spend 66 MEUR to support our digital ambitions. Invested across our strategic pillars, we aim to build customer obsession at all levels of our organization​ in order to bring our clients more flexibility and a unique mobility experience. We clearly aim to bringing Fleet Management to the next level.

The future of mobility is electric

As the first mover in the powertrain transition, we will continue to lead the market in the shift to low emission vehicles by accompanying our clients through a TCO²-based approach, an all-inclusive EV offering, targeted EV partnerships and a global EV Programme.

The share of Electric Vehicles³ in new car deliveries is expected to rise to c. 30% by 2025. By 2030, we are targeting c. 50% of deliveries to be Battery Electric Vehicles. 

A 4-dimensional sustainability approach for Corporate Social Responsibility

We are placing corporate social responsibility at the heart of everything we do for a sustainable future. To fully support this ambition, we have defined a 4-dimensional sustainability approach with a number of extra-financial objectives for 2025 to support our CSR strategy and ensure that our business activities have a positive impact on society, including:

  • Shaping the future of sustainable mobility by promoting the move to a low emission fleet: - 40% on CO2 emissions⁴ vs 2019

  • Being a committed and responsible employer by raising the share of women in management bodies to 35%⁵

  • Implementing responsible business culture & practices such as ESG criteria in 100% of our policies, processes and controls with external stakeholders

  • Reducing our internal environmental footprint by cutting our own CO2 emissions by 30% vs. 2019

Move 2025 – the vision of a sustainable mobility future

The mobility world is undergoing major transformations which are reshaping our industry. We are confident that we are well positioned to continue to grow significantly until 2025 and that the strategic objectives in the context of our new strategic plan, Move 2025, will successfully address these challenges and seize new opportunities to deliver tangible value and strong returns for all our stakeholders.

We are fully committed to delivering our vision of becoming a fully integrated sustainable mobility provider and the global leader in our industry.

Move 2025 - Reday to move you

¹ Total Contracts = Total Fleet (Full Service Lease & Fleet Management) plus new mobility solution contracts (ALD Flex, Used Car Lease and ALD Move)
² TCO = Total Cost of Ownership
³ Electric Vehicles (EV) defined as Battery Electric Vehicles (BEV), Plug-in Hybrid Electric Vehicles (PHEV) and + Hydrogen Fuel Cell Vehicles. Targets set on new passenger car deliveries for EU + Norway + UK + Switzerland
⁴ Average emissions on passenger cars for EU + Norway + UK + Switzerland (CO2 in g/km (NEDC norm))
⁵ Executive Committee and Management Committee of ALD SA (holding) + Operating Board + Chief Executive Officers and local Management Committees of Group entities internationally