What are Mission Vision & Core Values of Eagers Automotive Company?

How does Eagers Automotive define its purpose and direction?

Mission and vision guide Eagers Automotive’s strategy across 300+ dealerships and 35+ brands, focusing on customer excellence and transition to sustainable mobility. Their strategic clarity supports leadership in Australia and New Zealand’s evolving vehicle market.

Eagers uses mission, vision and core values to align staff and decisions toward operational excellence, customer satisfaction and EV adoption, underpinning its ~11.5% share of the Australian new vehicle market and >$11bn revenue in 2025.

What are Mission Vision & Core Values of Eagers Automotive Company?—concise: customer focus, integrity, teamwork, innovation and sustainable mobility, driving consistent group-wide decisions and performance. See Eagers Automotive Porter's Five Forces Analysis

Eagers Automotive mission statement focuses on superior customer experience across people, brands and locations, delivering lifecycle services—sales, finance, parts and after-sales—while scaling omni-channel access and EV capabilities.

People-first service

Emphasises technician training and customer-facing staff to sustain service quality; 2025 investments increased skilled EV technicians by 25%.

Omni-channel retail

Seamless online-to-dealership journeys enable research, test drives and digital finance; platform roll-out expanded to 120+ locations in 2025.

Brand diversity

Multiple franchise and OEM relationships broaden choice for retail and fleet customers across ANZ.

Location network

Scale delivers inventory access and after-sales reach; network footprint supports national coverage for fleet clients.

Customer-centric value

Prioritises quality of interaction over volume, targeting superior retention and lifetime value across segments.

Operational excellence

Relies on skilled employees and integrated systems to deliver consistent service; FY2025 focus on efficiency and margin protection.

Mission: deliver superior customer experiences via people, brands and locations, integrating sales, finance, parts and after-sales to support retail and fleet clients across ANZ.

Relevant context: the strategy targets increased EV share to 20% of sales by 2025, leverages scale to improve inventory availability and supports lifecycle revenue streams; see Target Market of Eagers Automotive for market positioning.

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Vision (≤300 chars): To lead the evolution of automotive retail by redefining customer experience, accelerating electrification, and enabling mobility-as-a-service across Australasia.

Leadership in Electrification

Transitioned to master distributor roles (eg BYD) and expanded EV offerings to capture growing EV demand.

Customer-Centric Retail

Invests in experiential retail like Brisbane AutoMall to integrate lifestyle and vehicle sales.

Strategic Growth

Growth via acquisitions and distribution deals has supported a market cap near $3.4 billion (2025).

Mobility Innovation

Shifting toward MaaS and subscription models to meet changing ownership preferences.

Operational Excellence

Emphasises efficiency across retail, wholesale and aftersales to protect margins amid industry disruption.

Values & Governance

Core values focus on customer commitment, integrity, and innovation—documented in investor disclosures and annual reports.

To lead the evolution of the automotive retail industry by reshaping dealership models, driving EV adoption, and delivering mobility solutions across Australasia.

For historical context and milestones see Brief History of Eagers Automotive

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Eagers Automotive core values guide decision-making, shape culture and define how the group serves customers and partners; they anchor operations across 8,500-plus employees and drive strategic consistency. Below are four concise value statements reflecting the Eagers Automotive core values and how they operate in 2025.

Integrity

Commitment to transparent pricing and ethical conduct, with finance and insurance units aligned to ASIC rules in 2025 to protect reputation and customer trust.

Professionalism

Ongoing skills development via the Eagers Academy ensures premium-brand standards and supports an NPS above 75% in premium segments in H1 2025.

Teamwork

Cross-dealership collaboration and centralized parts distribution reduced operational costs by 4% in 2024–2025, leveraging scale for group-wide gains.

Performance

Results-driven focus aligning incentives to profitability, targeting an underlying PBT margin near 4% in 2025 through inventory and analytics optimisation.

Read the next chapter to see how mission and vision influence strategic decisions and capital allocation across the group; for background, see Mission, Vision & Core Values of Eagers Automotive.

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Mission and vision statements shape Eagers Automotive's strategic choices by setting priorities for growth, customer experience and capital allocation. These guiding principles determine investments, partnerships and operational design across the group's retail and property portfolio.

Eagers Automotive mission, vision & core values

The company's mission and vision direct its Next100 strategic framework and everyday decisions across retail, property and service operations.

• The mission focuses on delivering superior customer experiences through convenient locations and integrated services
• The vision commits to leading the industry's transition, especially electrification and retail innovation
• Core values emphasize integrity, customer focus, teamwork and continuous improvement
• These principles drive investment choices, partner selection and performance metrics

Strategic direction

The vision underpins the Next100 plan, prioritising EV distribution and retail innovation to capture future market growth.

EV partnership example

Securing exclusive BYD retail and distribution rights in Australia was driven by the vision to lead electrification and expand entry-level EV share.

Financial impact

Entry into EVs contributed to a record US$10.8 billion in revenue for the 2024 financial year, reflecting strategic alignment with the vision.

Property strategy

The mission steered a shift to high-traffic retail hubs and service-only centres to meet customers where they shop and live.

Operational metrics

Property strategy changes delivered a 12 percent reduction in property-related overheads and a 20 percent increase in service department throughput.

Leadership emphasis

CEO Keith Thornton highlights the mission's requirement to be accessible, prompting partnerships with major shopping centre developers.

The mission and vision are primary drivers of the Next100 strategy, shaping EV deals, property moves and measurable gains—read the next chapter: Core Improvements to Company's Mission and Vision to see recommended changes and metrics. Competitors Landscape of Eagers Automotive

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Four focused improvements can sharpen Eagers Automotive’s mission and vision to match the 2025 market realities, accelerating ESG alignment and digital transformation. Each recommendation ties to measurable targets and competitive positioning to support stakeholder clarity and investor confidence.

Embed a clear sustainability commitment into the mission

Update the Eagers Automotive mission statement to include delivering sustainable mobility solutions and a net-zero pathway, targeting a 50% reduction in Scope 1 and 2 emissions by 2030 and aligning with industry decarbonisation goals.

Make customer-centric digitalisation an explicit strategic pillar

Reframe the vision to prioritise digital-first retail and data-driven customer insights, committing to 30% of new vehicle sales via online channels by 2027 and enhanced CRM analytics across dealerships.

Define mobility access and services beyond ownership

Expand the vision to encompass mobility-as-a-service (MaaS) offerings and fleet solutions, targeting 10–15% revenue from mobility services within five years to reflect the shift from ownership to access.

Codify updated core values tied to measurable behaviours

Translate Eagers Automotive core values into KPIs—customer NPS targets, diversity metrics (aiming for 40% female representation in leadership by 2030), and supplier ESG scorecards—to make values and beliefs transparent and auditable.

Improvements: While the current mission and vision have served the company through rapid consolidation, refinement is needed for the 2025 landscape; the mission should explicitly commit to sustainability and environmental stewardship, aligning with ESG-conscious investors and younger consumers by delivering sustainable mobility solutions, and the vision should reflect the shift from vehicle ownership to mobility access while emphasising digital-first retail and data-driven customer insights to compete with peers — see Owners & Shareholders of Eagers Automotive for related context.