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In order to boost its customer proximity and deliver more effectively to customers, Hamburg Süd will optimize its organizational structure by the end of the third quarter.

In the company’s regions, the organizational and geographical area structure will be closer aligned with that of the parent brand Maersk and a multi-brand Regional Ocean Management team will set up. In addition, Hamburg Süd has established an Extended Management Team in the brand headquarter in Hamburg to ensure a holistic approach and a sustainable brand with a differentiated service model. The Extended Management Team comprises of the CEO and CFO along with the Global Heads of Marketing, Key Account Management, Customer Experience, IT, and HR.

“Hamburg Süd is known in the industry for its unmatched customer proximity, for its long-term and direct customer relationships, for being reachable in person, and for providing advice at the local level,” said Dr. Arnt Vespermann, CEO of Hamburg Süd and continued: “We want to further enhance these advantages for our customers in order to differentiate ourselves even more. Our customers expect a very personal and local customer experience, and this is what they’ll get even more of in future.”

Vincent Clerc, CEO of Ocean & Logistics in A.P. Moller - Maersk adds: “Hamburg Süd is a strong brand with its own value propositions complementing those of Maersk. By bringing the product teams closer together we want to secure stronger alignment across the teams and stronger brand positioning based on insights into our customers’ needs, enabling us to serve all customers with an optimal product and service offering.”

The Extended Management Team will further increase Hamburg Süd’s flexibility in responding to changing market trends as well as its agility and speed to market in the development of new products and innovative solutions. Thus, the Extended Management Team ensures a holistic approach and a sustainable, high-quality advancement of the well-known Hamburg Süd brand.

From a regional perspective, Hamburg Süd’s local managements in more than 100 countries around the globe already enjoy significant empowerment. This ensures fast response times and a high degree of flexibility to meet customers’ individual needs.

A multi-brand Regional Ocean Management team will further leverage these market advantages and Hamburg Süd’s regional organizational setup will be integrated with Maersk. The new structure will facilitate the alignment across all brands within Maersk for the benefit of the customers. It will further enhance the service and quality offering of Hamburg Süd and will guarantee a much more powerful frontline organization with quicker response times and even more flexibility to market trends.

While this important step will not entail any changes to Hamburg Süd’s customer facing organization, it will strengthen Hamburg Süd’s status as a quality brand in the liner shipping industry.

Source: Hamburg Süd


A.P. Moller - Maersk introduces strategic changes that will further improve customer experience and end-to-end service delivery. As part of this, the Safmarine brand will be integrated into Maersk to enhance customers’ access to the global integrated offering. In addition, the Damco brand’s Air and LCL (Less than Container Load) offering will be combined with Maersk’s logistics and services products to complement its end-to-end offering. Also, a more simplified and customer-centric global Ocean & Logistics organisation is being introduced.

These changes represent a major step towards becoming an integrated container transport and logistics company, connecting and simplifying customers’ supply chains.

“Our customers are at the heart of our vision. Their evolving supply chain needs are increasing the demand for multiple modes of transport and to meet these needs, we’re bringing our company’s expertise and capabilities even closer together. Taking these steps are key to accelerating our transformation,“  says Vincent Clerc, CEO of Ocean & Logistics, A.P. Moller - Maersk.

Over time, the value propositions of Maersk and Safmarine have converged, as both brands have been focusing on building a customer-centric culture and as the digital interactions with customers have increased. “With the integration of Safmarine, we can present Safmarine customers with the full ocean and supply chain offering and more scale. At the same time, I’m very excited to have Safmarine’s passion for customers closer to Maersk by uniting our teams,” says Vincent Clerc.
Since focusing purely on freight forwarding in 2018, Damco has demonstrated significant value to customers in the Air and Ocean LCL space. During this time, it has become apparent through close customer engagements that the value proposition of Maersk can be greatly enhanced with the expansion of multiple modes of transport.

The integration of Air and LCL into Maersk will help meet these needs and give businesses access to a simplified, connected and agile experience under the Maersk brand, as well as to its scale. Maersk uses its own assets to offer unique value propositions, hence it will not pursue the Ocean FCL Multi-carrier product (NVOCC) as a general offering.

“Businesses need Air and LCL products to connect their supply chains and with these offerings firmly placed in our global integrated portfolio, we aim to serve our businesses better and more efficiently across their supply chains,“  says Vincent Clerc and continues: “Our colleagues in Damco have delivered a remarkable effort under challenging market conditions, serving customers through focus, discipline and expertise which will now be a strong asset for our customers in Maersk.”

Due to the changes, the Safmarine and Damco brands will no longer be marketed by the end of 2020. In addition, Maersk will simplify its organisational structure across Ocean & Logistics globally to further improve customer centricity and efficiency. As part of this, the back offices of Maersk and Hamburg Süd will come closer together into more customer-centric teams, while continuing to meet customers as two separate brands with a differentiated service model. 

Source: Maersk