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Our Culture

Customer Focus

Our world revolves around our customers and we know how to invest to maintain momentum.

A business that does everything from manufacturing to global parts and service requires a broad spectrum of skills and experience.

Whether our people are involved in sales, services, logistics, design, engineering, manufacturing, finance or marketing, there is one thing that unites them all: A clear and unswerving focus on our customers. Everything we do, we do for them.

ADL has invested time and resources to build a deep and detailed understanding of our customers: We ‘walk in their shoes’. We know and understand their wants and needs. We respond without hesitation and we will never leave a customer wanting.

Armed with these beliefs and this way of life, we can target investment to maintain our focus, in order to continually surprise and delight our customers.


Smarter, sharper, better, month after month, year after year, building and nurturing the trust of our customers.

At ADL we set high standards – and when we match them we raise the bar again. We set new, tougher, higher standards.

We recognise that the goals of production excellence and product perfection are a constant journey.

Operational excellence and flawless product quality will set us apart from the competition, as we strive relentlessly in the uncompromising pursuit of efficiency and consistent, class-leading quality.

Every year we produce thousands of buses and coaches, each of them going into rigorous service regimes immediately. Collectively, they carry millions of passengers and travel billions of miles annually.

Quality in the cornerstone of reliability, hence the reason we will never pass a problem on. ADL products are ‘our products’ and we will support them month after month, year after year, as we build and nurture the trust of our customers.

We are in the business of supplying class-leading quality – all day, every day. We will never shirk a problem. Excellence is our benchmark.


Reliability is more than a by-word at Alexander Dennis, it is a passion.

Every minute of every day thousands of people are dependent on our vehicles. Reliability is therefore more than a by-word at Alexander Dennis, it is a passion.

From day-break to the setting of the sun, and beyond, our buses and coaches form the backbone of integrated transport systems around the world. It is our responsibility to make sure they start first time every time – and that they operate reliably throughout gruelling 16-hour duty cycles and demanding 15-year lifespans.

Every decision we make seeks to maximise reliability and we will deliver what we promise. Likewise, we will respond without hesitation to issues.


Teamwork is an attitude, a mind-set that underpins all of our efforts.

Teamwork is about ‘moving as one’, bringing together the people and experiences that make a difference.

At Alexander Dennis we respect one another and encourage constructive feedback, recognising that individually and collectively we all have an important role to play.

Teamwork is an attitude, a mind-set that underpins all of our efforts and makes the incremental difference.

Together, we target opportunities that make products better and lives easier. We see our customers as life-long business partners. They are part of our team.


With passion, talent and entrepreneurship we are proud to stand out from the crowd.

In just a handful of years we have tripled the size of Alexander Dennis and created a powerful new force in the global bus and coach industry.

We have done so by providing class-leading products and dealing direct with our customers. We design, engineer and build our own vehicles, supporting them with customised parts and service solutions.

As a business we thrive on ambitious goals and fervently believe in the continuous improvement of ourselves, our products and our services. We delight in innovating inspired solutions.


Safety is at the forefront of everything we do. It is imperative. It is a non-negotiable.

Every employee deserves to return home safely at the end of each day, as do the people who operate and travel on the vehicles we produce.

Safety is our uppermost priority. Lives depend on it. We are committed to preventing injuries and ill health to our people and everyone associated with us.

We provide the training, knowledge, skills and tools to work safely and are focused on assuring the safety of everything we design, engineer and build.

Our approach to safety is more than a business goal, it is part of our operating culture. Safety is at the forefront of everything we do. It is imperative. It is non-negotiable.