2018 was another good year for Stena Line and we continue to deliver on our strategy. This year I am looking forward to increase our focus on our digital transformation, welcome our first E-Flexer vessel and to continue to put our people and our sustainable journey high on the agenda.

Our vision “Connecting Europe for a Sustainable Future” defines our overall purpose. It summarises our efforts to connect Europe with a large route network and our customers but also reflects our cognitive journey. Our vision also underlines our responsibility for a sustainable future from an environmental, social and long term financial perspective.

When I became the CEO of Stena Line in 2016 we launched our vision “Connecting Europe for a Sustainable Future” along with a strategy focusing on three core elements; One Company Approach, Operational Excellence and Commercial Positioning. Sustain-ability and Digitalisation were both seen as strategic areas that we needed to develop further in the future to be able to diffentiate ourselves from our competitors. 

Our strategy has delivered. In the last three years our revenue and net margin has increased. Our operation has become more efficient and we have increased the car deck utilization while sailing more trips.


The world around us is moving fast and to ensure that we continue to evolve, my management team and me have spent the last months updating our existing strategy. We have met and listened to managers as well as several groups of employees with a diverse background in a strategy challenge. We wanted to explore how the existing strategy could evolve, but also to look further in to the future and identify what factors that can and will affect us later, as well as in which areas we need to develop our business.

The result is an update of our existing strategy and our core elements remain valid; as there is big trust in it and true proof that it´s working. We will continue to focus on delivering a seamless transportation with a focus on RoPax ferries carrying passengers, cars and freight. Our five E-Flexer newbuildings is a strong evidence of how we continue to strengthen and standardise our flexible fleet. Already this year the first of the vessels, the Stena Estrid, will be delivered and in the beginning of next year she will start operating on the Dublin-Holyhead route. 


Digital Transformation is the core of our updated strategy and we aim to become the world’s first cognitive ferry company, fully assisted by artificial intelligence. This will improve our Efficiency, another focus area in the updated strategy, but also increase our revenue. This will also mean that we need to adapt to new ways of working. Challenging but exiting! Read more about our cognitive journey on the next page.

To ensure a financially sustainable future we need to continue to grow our business. Growth will be enabled partly by the increased capacity of the E-Flexer vessels but also through an increased focus on developing and strengthening our role in the European logistics network.


We have also put People on the agenda to make sure we will attract and retain the right talent in the future. We have a zero tolerance for harassment and we strive to give all employees equal opportunities to grow and develop, regardless of age, gender, disability, race, religion, sex, sexual orientation or geographical location. We will continue to focus on a strong One Company culture where we all are working for Stena Line, not a specific vessel or region. In line with this focus on our people we will add another UN Sustainable Development Goal, Equality & Inclusion. We will continue on our sustainable journey in all areas and we will continue to claim the position as the leader of sustainable shipping wherever we operate. 

All in all, I feel confident that our updated strategy will continue to deliver results and I am proud to continue to lead Stena Line in to the future. 

Niclas Mårtensson,
Chief Executive Officer, Stena Line


Stena Line

Stena Line // March 22, 2021


Ferry company Stena Line plans to start operating two fossil-free battery powered vessels on the route between Gothenburg and Frederikshavn in Denmark no later than 2030. The unique newbuilding project now move from vision to vessel and is a close collaboration between Stena Line and Stena Teknik.

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Stena Line // December 16, 2020


In November Stena Line celebrated the 25th anniversary of the relocation of its ferry services to Belfast (12th November) from Larne in 1995 as well as launching the Holyhead – Dublin route (18th November). During this time, the Irish Sea’s leading ferry company has achieved a number of key milestones including transporting in excess of 45 million passengers, 10 million cars and 10 million freight units.

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Stena Line // October 23, 2020


In the middle of the ongoing pandemic, ferry company Stena Line started the construction of their two new longer E-Flexer ferries in China as well as started the lengthening of Stena Lagan in Turkey. Both projects shows how Stena Line invests long-term in modernising its large European fleet of ferries. Stena Line has not yet revealed the names or the routes.

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Stena Line // July 9, 2020


Stena Line continues to reduce CO2 emissions and is now ten years ahead of the international shipping targets for reducing emissions. In the newly published sustainability overview “A Sustainable Journey” Stena Line reports a reduction of both total CO2 emissions and per transported ton onboard the ferries. New, larger and more energy efficient vessels, AI assisted captains and an increased punctuality are some important measures.

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Stena Line // April 20, 2020


Stena, Wärtsilä, and Methanex Corporation are proud to mark five years of successful operation of the methanol-fuelled ferry Stena Germanica. This is the first ship in the world to run on methanol as a marine fuel, signifying a major milestone in the continued shift towards a more sustainable future for commercial shipping in line with the industry’s decarbonization efforts.

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