To be a local and regional leader in the iron and steel sector, while adhering to the best practices of governance and institutional work, striving for excellence and distinction.
To contribute to enhancing the urban and economic development of the Kingdom by providing high-quality products at competitive and sustainable prices that exceed customers’ expectations. This will be achieved through qualified human resources and a focus on social responsibility.
• Integrity and credibility: Upholding honesty and trustworthiness in all actions and dealings.
• Efficiency and quality: Striving for efficiency and maintaining high-quality standards.
• Institutional work: Fostering a culture of professionalism and organizational excellence.
• Sustainability: Promoting sustainable practices and considerations for the environment and society.
• Innovation and excellence: Encouraging innovation and seeking continuous improvement to achieve excellence.
• Customer commitment: Demonstrating dedication and commitment to meeting customer needs and expectations.