ComfortDelGro

As one of the world’s largest land transport companies, ComfortDelGro (CDG) comprises over 20,000 employees across 13 countries and multiple business units, ranging from buses to trains, engineering, and electric vehicle charging.

With mobility evolving rapidly and the business undergoing transformation, CDG recognized that it needed more than a strategy shift—it needed a cultural shift. Together with Sage & Saga (then Yonder Consulting Asia), CDG set out to reinvent how the company leads, operates, and expands—from the inside out.

A generational opportunity

CDG had a clear ambition: to go beyond transporting people and become a company that delivers Mobility for a Better Future. This called for a shared identity that could unify a global organisation, strengthen accountability, unlock innovation, and act as a true catalyst for business transformation.

It was evident that culture needed to become an enabler—rather than a lagging indicator—of CDG’s evolving ambition. We were brought in to help define this cultural foundation, align it with strategy, and activate it across countries, levels, and functions in ways that felt human, actionable, and consistent.

Over the course of 75+ F2F engagements, we:

• Developed a refreshed set of values—Collaboration, Drive, and Growth—that align with business priorities and influence behavior

• Defined 50+ practical behaviors and 200+ actions for each value, empowering teams to incorporate them through daily actions and leadership interventions

• Led a global rollout of activation workshops with customized formats in Singapore and Australia—localizing meaning while maintaining consistency in practice

• Created a multi-year culture roadmap to embed change at scale—phased, realistic, and connected to leadership, operations, and HR systems

• Equipped internal teams with the tools, scripts, and confidence to lead a structured implementation—from boardrooms to bus depots

Outcomes to drive growth

CDG’s cultural transformation has repositioned values not as slogans—but as strategic levers for business execution, leadership alignment, and workforce resilience.

Tangible results to date include:

• Unified cultural language across 13 countries and 12+ business entities—driving collective identity

• Leadership accountability frameworks established, with clear role-modelling expectations and coaching support

• Systemic alignment of values and behaviours into performance management, hiring, L&D, and internal comms

• Trust and psychological safety improved through clarity on red-flag behaviours and peer accountability

• Scalable, internal-led activation—with trained facilitators and HR teams now owning rollout execution

Today’s mobility companies need to move more than vehicles—they must move people, mindsets, and entire operating models. ComfortDelGro’s transformation shows what’s possible when purpose, leadership, and behaviour are aligned. Culture is no longer a soft topic. It’s a business-critical system that, when designed deliberately, can unlock growth, performance, and organisational agility.

Reach out to us to see how we can help you tackle your biggest growth challenges.