GERMANY – Hapag-Lloyd has introduced, Live Position, a dry container tracking product that offers customers complete transparency regarding the location of their shipments throughout the transportation process.

The company is the first container shipping line to implement a fleet-wide dry container tracking system.

With over two-thirds of its dry container fleet already equipped with tracking devices, installations continue globally to ensure full coverage by summer.

COO Maximilian Rothkopf highlighted the benefits of the new product, stating, “Live Position enhances our service quality and simplifies business transactions with us.”

“It fills in the gaps in global logistics, allowing real-time decision-making and risk management for our customers while enabling more efficient management of our fleet.”

Head of Global Commercial Development Henrik Schilling added, “Our successful pilot phase showed that we’re addressing one of our customers’ biggest concerns. We’re now inviting all our customers to join us in further developing this product.”

“We’re also working on integrating tracking data into customers’ operational systems via API. Another key development for the product will be estimating arrival times.”

Key features of the Live Position product include a user-friendly interface and easy search capabilities by container, booking number, or in batches.

This tool gives customers a clear view of their shipment’s current location, allowing for real-time adjustments as needed.

This launch comes shortly after Hapag-Lloyd revealed its Strategy 2030, which builds on the achievements of Strategy 2023 and focuses on quality, sustainability, innovation, and operational efficiency.

The strategy is built on five core areas: Pure Play Plus, Top 5 Global Container Line, Undisputed Number One for Quality, Sustainability Driver, and Top Performing Carrier.

Pure Play Plus focuses on strengthening Hapag-Lloyd’s core liner business while expanding its terminal portfolio and increasing its share of inland transport. The goal is to bolster the company’s core operations and infrastructure.

In aiming to be a Top 5 Global Container Line, Hapag-Lloyd wants to secure its place among the top five global container lines and increase its presence in key markets such as Africa, India, Southeast Asia, and the Pacific trade.

For the Undisputed Number One for Quality, Hapag-Lloyd seeks to achieve an on-time delivery rate of over 80% and strengthen its internal processes. The Gemini Cooperation with Maersk will play a key role in reaching this goal.

As a Sustainability Driver, the company commits to reducing absolute greenhouse gas emissions by one-third by 2030 and achieving net-zero fleet operations by 2045. This includes fleet modernization, new propulsion technologies, and the use of alternative fuels.

Finally, as a Top Performing Carrier, Hapag-Lloyd aims to remain an industry leader by leveraging cutting-edge IT solutions, optimizing productivity and costs, and developing its workforce.

Hapag-Lloyd CEO Rolf Habben Jansen called Strategy 2030 the company’s “most ambitious strategy to date.”

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