What are Mission Vision & Core Values of Epiroc Company?

How does Epiroc plan to lead mining into a low‑carbon, automated future?

In capital‑intensive mining and infrastructure, Epiroc’s mission and vision guide investments, tech roadmaps and global alignment. Spun off in 2018, the group reported 2024 revenues above SEK 60 billion and ~18,000 employees, targeting efficiency and decarbonization.

Epiroc’s mission emphasizes productivity and sustainability; its vision targets automated, electrified mining and reduced CO2. These principles underpin goals like a 20% operating margin target and halving emissions by 2030 — guiding acquisitions and divestments.

Explore strategic analysis: Epiroc Porter's Five Forces Analysis

Epiroc’s mission positions it as a productivity partner for mining and infrastructure, focusing on aftermarket services that now account for over 65% of revenue and integrating equipment with digital solutions like 6th Sense to boost uptime and lower total cost of ownership.

Service-led model

Aftermarket sales—service, parts and consumables—make up > 65% of revenue, reflecting a shift toward recurring, high-margin services.

Customer focus

Targets large mining houses and infrastructure contractors needing high uptime and precision in rock excavation.

Digital integration

6th Sense platform connects drilling to hauling, optimizing operations and enabling predictive maintenance.

Electrification

Expanded BEV fleet with Minetruck MT42 SG and Scooptram ST14 SG in 2024–2025 to reduce ventilation needs and increase productivity.

Value proposition

Combines high-quality machines with software and services to lower total cost of ownership and raise extraction volumes.

Sustainability & growth

Electrification and digitalization support emissions reduction and operational efficiency—key elements of Epiroc’s strategy and guiding principles.

Epiroc’s mission is innovation-focused and customer-centric, aligning its purpose and values to drive BEV rollout, digital solutions and aftermarket growth while targeting sustained productivity gains and lower lifecycle costs.

Revenue Streams & Business Model of Epiroc

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To lead 'Green Mining' through automation, electrification and digitalization, enabling sustainable, remote mining operations worldwide while accelerating the energy transition.

Bold Innovation

'Dare to think new' drives radical innovation in automation and electrification.

Autonomous Leadership

Pit Viper autonomous drilling has delivered millions of meters of drilling globally.

Sustainable Impact

Positions Epiroc as an enabler of sustainable mining within the circular economy.

R&D Commitment

R&D investment ~3% of annual revenue sustains technological edge versus peers.

Global Scope

Ambition spans global mining operations, aiming for remote, efficient sites worldwide.

Energy Transition

Supports demand for copper, lithium and cobalt by enabling cleaner extraction technologies.

'Dare to think new' sets a realistic, measurable path: leadership in autonomy and sustainability backed by 3% R&D spend and proven autonomous drilling metrics; see a compact company overview at Brief History of Epiroc

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Epiroc’s core values guide decisions across operations and product development, aligning purpose with measurable business objectives and sustainability targets. These values—Innovation, Commitment and Collaboration—drive the company’s strategy, culture and market leadership in mining equipment and digital solutions.

Innovation

Epiroc prioritizes rapid technological advancement, exemplified by electrified fleets and AI analytics like Mobilaris, positioning it as a first-mover in underground equipment electrification and supporting growth in new markets.

Commitment

The company commits to safety, long-term customer success and sustainability, including a pledge to halve CO2 emissions by 2030 and service models such as Battery-as-a-Service to reduce customer risk.

Collaboration

Strategic partnerships with suppliers and tech firms and cross-functional teams enable integrated mine-to-port solutions, increasing deployment speed and reducing total cost of ownership for customers.

Customer Centricity

Focus on measurable customer outcomes is shown by 24/7 service agreements and data-driven maintenance that cut downtime and improve fleet productivity.

Explore how these values shape Epiroc’s mission and vision and influence strategic decisions in areas like electrification, service models and partnerships; read the next chapter on mission and vision impact: Competitors Landscape of Epiroc

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Mission and vision shape Epiroc’s strategic choices by directing investments, M&A and product development toward productivity, safety and sustainability. They align daily operations and long‑term goals, guiding decisions from service training to digital transformation.

Core purpose and strategic focus

Epiroc’s mission and vision prioritize productivity, safety and innovation across mining and infrastructure.

• Mission centers on being a leading productivity partner for customers
• Vision encourages to 'Dare to think new' with digital and automation focus
• Core values emphasize safety, collaboration and accountability
• Strategy targets service growth, sustainable solutions and global expansion

M&A alignment

Acquisitions like the 2024 Stanley Infrastructure deal reflect the mission by expanding infrastructure and attachments offerings in North America.

Digital transformation

Leadership cites 'Dare to think new' to push digitization; digital solutions now account for a growing double‑digit share of equipment sales.

Service-led growth

Service order intake rose 11 percent in recent quarters, showing mission-driven focus on partnership and uptime.

Revenue diversification

Strategic moves broaden revenue streams into infrastructure, attachments and aftermarket services.

Operational translation

Daily initiatives—like local technician training—tie operational KPIs to long‑term tech leadership goals.

ESG and sustainability

Sustainability commitments are integrated into product development and business objectives to meet stakeholder expectations.

Read how these guiding principles drive concrete improvements and the next steps in Core Improvements to Company's Mission and Vision — see Mission, Vision & Core Values of Epiroc.

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Four targeted improvements can sharpen Epiroc’s mission, vision and core values to reflect 2025 priorities and competitive realities. These refinements should prioritize sustainability, digital intelligence, circularity and clearer investor- and employee-facing goals.

Embed explicit sustainability and decarbonization

Revise the mission to include 'sustainability' and 'decarbonization' so Epiroc mission vision core values directly address ESG-driven procurement decisions by major clients; this aligns with BHP and Rio Tinto priorities and supports targets such as net-zero by 2050.

Make the vision outcome-oriented and measurable

Refine 'Dare to think new' to a phrase like 'Dare to think new for a zero-emission future' to create a clear, investor-friendly target and link to Epiroc strategy and business objectives around emissions and technology adoption.

Elevate 'intelligence' and circularity in guiding principles

Explicitly incorporate 'intelligence' (AI, digital integration) and 'circularity' into Epiroc company values so the Epiroc guiding principles support hydrogen fuel-cell pilots, remote operations and closed-loop parts recycling.

Link core values to measurable KPIs and investor reporting

Map Epiroc purpose and values to quantifiable KPIs (e.g., 30% reduction in fleet emissions by 2030, 50% increase in digital service revenue by 2028) to make Epiroc strategic goals and values alignment actionable and reportable.

Improvements While Epiroc’s mission and vision are strong, they could be refined to better reflect the 2025 market landscape. The mission statement 'To be your strategic partner' is effective but lacks an explicit mention of 'Sustainability' or 'Decarbonization,' which are now the highest priorities for major mining clients like BHP and Rio Tinto; incorporating these terms would better align the mission with the global shift toward ESG-centric investing. Furthermore, the vision 'Dare to think new' is memorable but somewhat abstract; compared to competitors who might use more descriptive visions like 'World leader in sustainable mining,' Epiroc could benefit from a refinement such as 'Dare to think new for a zero-emission future' to provide a more concrete target for employees and investors. As emerging technologies like hydrogen fuel cells and large-scale AI integration become more prevalent, the vision should evolve to explicitly encompass 'intelligence' and 'circularity,' ensuring the company remains the primary architect of the next-generation industrial landscape. See this analysis on Growth Strategy of Epiroc