© DR
Sam Sales, CEO of Sales-Lentz and fourth generation of the founding family, explains how the Luxembourg mobility group is adapting to changing customer expectations. Interview.
Sales-Lentz is first and foremost a family story. Founded over 75 years ago, the company has grown alongside Luxembourg, and today I have the privilege of leading it as the fourth generation of the family. While transport remains at the heart of the company, we are more than just a mobility provider. Our mission is clear: to help people move safely, efficiently and sustainably, whether through public transport, private services or innovative mobility solutions. Today, we operate a fleet of around 800 vehicles and are present throughout Luxembourg with 12 main depots and numerous smaller operational sites, allowing us to stay close to our customers and respond quickly to their needs. At group level, we employ approximately 2,000 people, including around 1,400 within Sales-Lentz itself, making us one of the country's leading mobility employers. We combine the experience and values built over generations with the energy of a young management team.
"We don't just want to follow trends; we want to help shape what mobility will look like tomorrow."
People expect much more from mobility today than they did a few years ago. They want services that are simple, flexible, digital and sustainable. They expect real-time information, seamless customer experiences and solutions available whenever and wherever they need them. For us, this means constantly challenging ourselves and adapting. Over the past years, we have invested significantly in our strategy, our digital capabilities and the modernization of our fleet. Sustainability is a major focus area: by the end of this year, more than 50% of our fleet will be electric, allowing us to support both national sustainability goals and our customers' own environmental strategies. We are also fortunate to have a young leadership team that is not afraid to question established ways of working and explore new ideas. Our approach is simple: stay close to our customers, listen carefully and move quickly. Mobility is changing fast, and we want to be among those helping to drive that change rather than simply reacting to it.
Our ambition is clear: to become one of the most innovative mobility companies in the region. Over the next five years, we will continue investing in sustainability, electrification, digitalization and new mobility services. Technology will play an increasingly important role, but our focus will always remain on people: our customers, our employees and the communities we serve. As a fourth-generation family business, we have the advantage of thinking long term. We can make strategic investments today that create value for future generations while staying agile enough to respond to changing market needs. We don't just want to follow trends; we want to help shape what mobility will look like tomorrow.
© July, 2026
