Bílaleiga Akureyrar – Höldur is a well-established Icelandic company with origins dating back to 1966. The company Höldur was officially founded on April 1, 1974, and has since engaged in various service activities, including operating restaurants, shops, and gas stations. Over the years, the business has evolved significantly, and since 2003, car rental and car services have been the primary focus. Currently, the company primarily focuses on car rental services, but it also operates a car repair shop, a car wash station, and a car dealership in Akureyri. The company has experienced steady growth in both its fleet and workforce; it now employs nearly 300 people and has a fleet of about 8000 vehicles. The headquarters are located in Akureyri, with additional branches in Reykjavík and Keflavík along with service outlets throughout the country.
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Background of the Company's Strategy Development
"The company's focus is primarily on providing outstanding service in harmony with the environment and society," says Jón Gestur Ólafsson, Quality, Environmental and Safety Manager at Höldur. The journey of strategy development at the company began around 2006 when the company obtained certification in environmental and quality management. In 2010, the company received ISO 14001 certification for its environmental practices, followed by ISO 9001 certification in quality management. During this time, the idea of developing a strategy focused on environmental issues emerged. This project evolved into a comprehensive examination and formulation of a strategy addressing social responsibility and sustainable development. This strategy has been guiding the company's operations in recent years.
Built on a Foundation of Established Values
Formulating a policy on sustainable development and social responsibility was primarily about compiling data on priorities and practices that had long been customary in the company. Information was systematically collected and placed into an appropriate framework and linked to new concept usage. The strategy is therefore based on a solid foundation and deep-rooted values that had long been guiding principles of the operation.
We were actually working according to a certain policy. We were doing all these things, but by incorporating new terminology, we were able to present it clearly as an official policy. We have always committed to conducting ourselves responsibly, complying with all laws and regulations, and being a conscientious company.
Content and Focus
The company's policy on sustainable development and social responsibility is comprehensive, addressing environmental, social, and governance aspects. Objectives have been established that include specific actions on climate issues, responsible consumption, and promoting health, well-being, and equality in the workforce. Furthermore, special codes of conduct on human rights and business ethics have been implemented, along with defined mitigation measures in areas such as forestry. When asked about examples of projects undertaken to implement the policy, Jón Gestur responds:
"We set annual goals related to certain environmental and social aspects, e.g., concerning employee matters and community relations. We also have objectives concerning managerial aspects, such as the implementation of regulations on waste sorting and management. We have been actively focusing on energy transition projects and increasing the proportion of electric vehicles in our car fleet. Currently, about 10% of our cars are electric, in addition to a significant number of plug-in hybrids. Additionally, we aim to have a positive impact by actively engaging in dialogue with the public sector, particularly regarding the development of charging infrastructure nationwide. At our own work sites, we are also building charging stations, and we currently have around 60 stations available.”
The Process of Developing the Policy
"We draw content from other strategic planning in the company, such as our environmental policy. Our goal is to involve as many employees as possible in this process. We hold annual meetings where key employees, from all over the country, participate. During these meetings, we analyze the current situation, allowing us to gather diverse perspectives and ideas. Additionally, we conduct surveys to gather feedback from employees on various topics related to the work environment, society, and sustainability in a broad context.”
To process this information, the company utilizes smaller steering groups to summarize the results. Jón Gestur notes that it is challenging to clearly document the results of this work. This challenge also extends to the process of aligning the company’s older core values with its overall strategic planning.
This work is enjoyable, and we approach it step by step. Initially, we concentrated on the aspects we understood well and were confident about. Each year, we review our progress and make additional improvements.
"Perhaps We Could Be Better at Highlighting Our Achievements"
But does this kind of policy-making offer any marketing advantages? "We hope that our policy-making will generate positive word-of-mouth, but the direct marketing benefit is not significant or obvious. We could probably do a better job of highlighting our achievements and informing the public about what we are doing well. The top priority is the environmental benefit, and we hope this will also contribute positively to society as a whole."
Jón Gestur emphasizes that strong policy-making gives the company a certain competitive advantage, e.g. in the form of positive word-of-mouth. There has also been significant interest from various parties, both domestic and international. This is particularly relevant in the context of energy transition policies, where the company has gained international recognition, leading to favorable media coverage. A notable example of this is the Europcar Mobility Group's Green Sustainability Award, which the company received in 2022.
What Are the Company's Next Steps for Advancing Sustainability?
We update our goals every year, recognizing that there is always room for improvement. Over the past year, we have put considerable effort into implementing the EU Taxonomy Regulation. However, the current system in Iceland is not fully prepared for this implementation, so there are many factors to consider. In addition, we have several smaller projects underway, we are constantly looking at the energy transition and trying to improve our practices in areas such as waste management and drainage. Of course, we also prioritize the well-being of our staff by ensuring a safe, healthy, and supportive workplace. We aim to have everything in order.