What are Mission Vision & Core Values of Viva Energy Group Company?

What drives Viva Energy Group’s purpose and strategy?

Viva Energy Group balances legacy fuel operations with a pivot to low‑carbon solutions, guided by clear strategic statements. These principles direct investment, operations and customer focus across refining, retail and energy services.

Mission and vision frame Viva Energy’s role in Australia’s energy security while enabling growth into convenience and decarbonized energy markets. The company’s values align employees and investors around safety, reliability and transition.

What are Mission Vision & Core Values of Viva Energy Group Company?

See strategic analysis: Viva Energy Group Porter's Five Forces Analysis

Viva Energy mission statement centers on customer journeys across Australia, supplying fuels, electricity and hydrogen while transforming service stations into convenient hubs.

Customer-first focus

The mission prioritizes users — commuters, retailers and heavy industry — ensuring reliable access to energy.

Domestic market scale

Primary operations target the Australian market, addressing vast transport and logistics needs nationwide.

Multi-fuel transition

Value lies in shifting from liquid fuels to electricity and hydrogen without losing service utility.

Retail transformation

Nationwide rollout of the OTR format converts service stations into high-end convenience hubs.

Hydrogen scaling

Geelong Energy Hub now hosts a commercial hydrogen refueling station for heavy fleets aiming at zero emissions.

Strategic clarity

Mission aligns with Viva Energy vision and core values to support a flexible energy transition and convenience-led growth.

The mission is operationalized by the OTR rollout and Geelong hydrogen hub; FY2024 retail network served over 1,700 sites and the company reported downstream revenue of ~A$7.2bn, reflecting the Viva Energy Group strategic direction.

Mission: To help people reach their destination — customer-centric service spanning commuters to mining and aviation, integrating energy products with convenience services. Read more in the Growth Strategy of Viva Energy Group

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Company vision: to be Australia’s leading convenience retailer and energy partner of choice, leveraging retail growth and low‑carbon investments to deliver integrated customer experiences and sustainable energy solutions.

Market leadership

Targets national dominance in convenience retail and energy partnerships across Australia.

Diversified revenue

Non‑fuel retail now contributes a growing share of EBITDA, reflecting strategic diversification.

Customer experience

OTR acquisition embeds 24/7 high‑service retail culture to elevate convenience offerings.

Energy transition

Investing in EV charging networks with 150 kW and 350 kW ultra‑fast chargers on major corridors.

Sustainable growth

Strategic direction focuses on sustainable earnings and integrating low‑carbon solutions into retail sites.

Measurable ambition

By 2025 the shift is evident: non‑fuel income materially increasing Group EBITDA and supporting the Viva Energy vision.

Vision (short): to be Australia’s leading convenience retailer and energy partner of choice, achieving market leadership through retail diversification, EV charging roll‑out, and sustainable earnings growth.

Further reading: Revenue Streams & Business Model of Viva Energy Group

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Viva Energy’s core values shape its culture and public trust, guiding decisions across operations and retail networks. These principles support safety, innovation, and reliable fuel supply while aligning with the company’s mission and vision.

Viva Energy operates under core values that define behaviour and reputation: Integrity, Responsibility, Curiosity, and Commitment. Each value drives safety, environmental stewardship, innovation in low‑carbon fuels, and dependable supply for customers and shareholders.

Integrity

Integrity demands honest, ethical and transparent reporting; in 2025 the company publicly reports progress toward a 10% reduction in Scope 1 and 2 emissions by 2030 and compliance with Australian fuel quality standards.

Responsibility

Responsibility prioritises safety and environment through programs like Goal Zero at Geelong Refinery and initiatives in bitumen and chemical recycling to support a circular economy and emergency readiness.

Curiosity

Curiosity fuels innovation such as co-processing synthetic and bio‑feedstocks at Geelong to produce lower‑carbon fuels, helping the company respond to market shifts like rising EV adoption in 2025.

Commitment

Commitment ensures reliable delivery—supplying about 25% of Australia’s liquid fuels—and successful retail integrations (Coles Express and OTR) to drive shareholder and customer outcomes.

Read next to see how Viva Energy’s mission and vision influence strategic direction and investment choices; explore operational and sustainability impacts in the following chapter.

Values: Viva Energy’s company values—Integrity, Responsibility, Curiosity, Commitment, and Respect—sustain social licence in a high‑risk sector; see operational context and numbers in the Target Market of Viva Energy Group article.

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Mission and vision statements shape Viva Energy Group’s strategic decisions by prioritizing customer-facing growth and the energy transition; they direct capital allocation, M&A and operational focus toward retail convenience and low‑carbon energy solutions.

Mission, Vision & Core Values — Snapshot

Clear purpose and measurable goals guide Viva Energy’s shift from refining toward retail and future fuels.

• The mission emphasizes reliable energy and customer service across Australia’s transport network
• The vision targets leadership in convenience retail and transition to lower‑carbon fuels
• Core values prioritize safety, integrity, customer focus and performance
• Strategic direction links investments to long‑term resilience and sustainable earnings

Strategic M&A

The 1.15 billion dollar acquisition of OTR in 2022 reflects the Viva Energy vision to lead convenience retail, shifting revenue mix toward higher‑margin store sales.

Energy Transition Projects

Commitments such as the Geelong Energy Hub align with the Viva Energy mission to supply future fuels and reduce carbon intensity across the network.

Partnerships for Innovation

Collaboration with ARENA on hydrogen mobility demonstrates the Viva Energy vision in action, targeting new mobility solutions.

Financial Targets

Leadership set a 2025 target to generate over $500 million in non‑fuel EBITDA as a metric of diversification success.

Operational Priorities

Day‑to‑day decisions emphasize safety and customer service, consistent with Viva Energy company values and purpose.

Risk‑Profile Shift

Moving from refining margins to retail reduces exposure to volatile global refining margins and increases stable retail earnings.

The mission and vision drive investment choices, safety and customer priorities, and the transition roadmap; read next: Core Improvements to Company's Mission and Vision to see concrete targets and governance changes.

Influence — The mission and vision were catalysts for the $1.15 billion OTR acquisition to become Australia’s leading convenience retailer, altering risk‑exposure from refining to retail; the Geelong Energy Hub aligns with the mission to supply future fuels. In 2025, leadership prioritized the energy transition—partnering with ARENA on hydrogen—and set a $500 million+ non‑fuel EBITDA target while committing to measurable carbon intensity reductions; operationally this translates to daily emphasis on safety and customer service and long‑term transformation of Geelong into a diversified energy precinct. See Owners & Shareholders of Viva Energy Group

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Four targeted improvements can make Viva Energy Group's mission and vision more future-ready and aligned with 2025 market expectations. Each improvement focuses on sustainability, digital transformation, integrated services and measurable commitments.

Embed explicit sustainability into the mission

Revise the Viva Energy mission statement to include sustainable outcomes, for example: To help people reach their destination sustainably, linking everyday operations to measurable emissions reductions and circular practices.

Commit to quantified environmental targets

Adopt specific, time-bound goals (eg. net-zero by 2050 and interim 30–40% emissions reduction by 2030) to align Viva Energy purpose with investor and regulatory expectations.

Position the vision around integrated energy solutions

Refine the Viva Energy vision to: To be Australia’s leading provider of integrated convenience and sustainable energy solutions, reflecting moves into EV charging, energy-as-a-service and data-driven mobility.

Strengthen core values with digital and customer metrics

Update Viva Energy core values to prioritise customer experience, digital innovation and transparency, with KPIs such as NPS, % revenue from low-carbon products and digital service uptake.

Improvements: While the current Viva Energy mission and vision are effective, refining language to include sustainability and digital transformation will better reflect the 2025 global energy context; a mission that explicitly states To help people reach their destination sustainably aligns with investor and younger consumer expectations and addresses the climate crisis, and a vision reframed as To be Australia’s leading provider of integrated convenience and sustainable energy solutions positions the company to capture value in EV charging, energy-as-a-service and data markets, following trends seen at global peers; see Brief History of Viva Energy Group for context.