Our values
The most important legacy
Nearly 90 years after Harald Aars Møller founded Strømmen Auto, the family's ownership of Aars continues to evolve. Yet the deeply rooted values that underpin our ownership remain unchanged, helping us navigate through periods of uncertainty and profound transformation.
Founder Harald Aars Møller emphasised the importance of integrity and ethical conduct. His guiding principle - “Keep your own path clean (always act with integrity)" - was a rule he lived by throughout his career. His son, Jan H. Møller, upheld this legacy with a similarly clear philosophy: “I’d rather lose money than compromise trust.”
These two principles remain just as relevant today and form the backbone of our values. They set clear expectations for behaviour which today’s owners are deeply committed to passing on to future generations of owners, leaders and employees across Aars’ companies.
Looking ahead while staying true to our values
During 2025, we revisited Aars' values. The process brought together owners from several generations, together with employees across Aars. While we began by reflecting on our history, we also looked ahead to consider what will be required to succeed in the years to come.
Three themes emerged as particularly important: continuity, change and courage. At the same time, the process reinforced the importance of continuous improvement - of striving to be a little better tomorrow than we are today. It is about staying ahead of change, thinking long term and positioning ourselves to seize new opportunities as they arise.
As a result, Øyvind Schage Førde, on behalf of the owners, introduced a third guiding principle for Aars: "We are always entering a new era."
This principle reflects our belief that every generation faces new realities. It is about remaining steady and confident when circumstances change, rather than becoming unsettled by uncertainty. That sense of stability enables us to recognise opportunities, even when the world around us is changing rapidly.
Across generations, our owners have shared a mindset that prepares us for whatever lies ahead. We intend to preserve that mindset and continue creating value by recognising the opportunities that new eras bring. We have a proud history, but our ambitions for the future are just as strong.
Making the right choices
Today, the family’s ownership spans various businesses across eight countries. While we do not expect every employee in every company to interpret our values in exactly the same way, we expect all companies to establish clear ethical guidelines that define the standards of conduct expected of employees. In practice, this means our companies must have policies that address areas that are critical to long-term sustainability – such as ESG, health and safety, independence, anticorruption and conflicts of interest.
Each of our companies has different objectives and operates under different conditions, depending on their industry. We expect them all to provide thorough training for their employees and to offer regular training tailored to the most relevant topics in their field. These efforts are closely monitored by the respective boards.
The most important legacy we have is our values and our commitment to living by them. These values and principles will continue to guide us in a rapidly changing world, just as they have done since 1936.