Coates’ vision is to be the market leader in safe, smart and sustainable equipment solutions.


  • Drive market penetration across our targeted customer segments
  • Acceleration of specialist services
  • Drive product performance strategy

People and culture

  • Deliver a culture of improved safety, performance and accountability 
  • Shift our capability to deliver customer solutions
  • Develop and empower strong and accountable leaders 
  • Embed a growth mindset and results focus across our culture
  • Recognise and reward performance 

Customer focused operations

  • Know our customers and deliver value above expectations
  • Listen to and act on customer feedback 
  • Differentiate through personalised customer experiences 
  • Focus on the moments that matter for our customers
  • Build consistent and seamless systems across the end-to-end customer journey

Market leading equipment solutions

  • Drive asset utilisation to best practice benchmarks
  • Effective and efficient fulfilment including service operations and transport 
  • Enhanced capital asset allocation across categories and specialist services
  • Take the market leading position in digital capability 
  • Support our customers to connect with us through technology and innovation