Mission Statements From the Automotive Industry

Auto Manufacturers and Parts Makers Talk Endurance and Success

The makers of automobiles and their replacement parts use mission statements not only to guide the actions of their employees but also to assure consumers that they are investing in quality vehicles.

Every company that offers services to the public wants to ​encourage customer loyalty. Automakers and related companies in the industry tend to establish extensive mission statements to serve like promises of reliability to consumers.

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BMW Group Mission Statement—One Premium Success From Three Distinct Visions

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The mission statement of the luxury BMW Group presents the company's explanation for the premium prices and experience associated with its vehicles.

BMW Group Mission Statement
Reading the BMW Group mission statement, it's easy to understand why the BMW Group is clearly associated with premium products, prices, and experiences. The BMW mission statement is:

"The BMW Group is the world's leading provider of premium products and premium services for individual mobility."

Beyond that, each vehicle brand under the BMW Group umbrella has its own distinct identity:

BMW Brand—"The BMW brand stands for one thing: sheer driving pleasure. Sporting and dynamic performance combined with superb design and exclusive quality."

MINI Brand—"The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted, spontaneous and in every respect something out of the ordinary."

Rolls-Royce Brand—"For over 100 years, motor cars of the Rolls-Royce brand have stood for truly outstanding engineering, quality, and reliability."

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Ford Motor Company Mission Statement—One Mission, One Team, One Plan, One Goal

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Ford Motor Company has a clear mission: to be relevant and profitable in the future. One team, one plan, one goal.

Ford Motor Company Mission Statement
One Ford Mission:

One Team
People working together as a lean, global enterprise for automotive leadership, as measured by:

  • Customer, Employee, Dealer, Investor, Supplier, Union/Council, and Community Satisfaction.

One Plan

  • Aggressively restructure to operate profitably at the current demand and changing model mix.
  • Accelerate development of new products our customers want and value.
  • Finance our plan and improve our balance sheet.
  • Work together effectively as one team.

One Goal
An exciting viable Ford delivering profitable growth for all.

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Mercedes-Benz Mission Statement—Six Values Six Global Principles That Drive

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The mission of Mercedes-Benz USA is present in six values that "drive" its USA sales and manufacturing and six global principles that guide global parent Daimler Group.

Mercedes-Benz USA Mission Statement
Although the internal mission statement of Mercedes-Benz USA is not publicly available, the luxury carmaker does have six values that they refer to as "What Drives Us," which fulfill the intention behind a formal mission statement. The six values that "drive" Mercedes-Benz USA are:

  • The audacity to reject compromise.
  • The instinct to protect what matters.
  • The commitment to honor a legacy.
  • The vision to consider every detail.
  • The foresight to take responsibility.
  • The ingenuity to outperform expectations.

Additionally, the parent company of Mercedes-Benz, Daimler Group, joined 21 German companies, including Volkswagen Group, in agreeing to a "mission statement for responsible actions in business." The six principles of this shared mission statement are:

  • Business must serve the good of the people.
  • Business that serves the good of the people requires competition.
  • Business that serves the good of the people is based on merit.
  • Business that serves the good of the people takes place globally.
  • Business that serves the good of the people must be sustainable.
  • Business that serves the good of the people demands responsibility.
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Volkswagen Group Mission Statement—Responsible Business and Consumer Benefits

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The philosophy ​of the Volkswagen Group focuses the VW leaders on responsible business and the benefits of it to consumers.

Volkswagen Group Mission Statement
The internal mission statement of the Volkswagen Group is not available to the public, but the Volkswagen Group joined with the German companies that agreed to a "mission statement for responsible actions in business" (cited above).

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Chrysler Mission Statement—Cars, Customers, and Returning to Profitability

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The Chrysler mission focuses on the quality of its cars and customer satisfaction.

Chrysler Group Mission Statement
The founding philosophy of Chrysler was "design with purpose" and that root of that ideal continues with its future generations. The Chrysler Group says it has a vision-driven mission to create a brand that consumers will repeatedly patronize:

"Our vision is to build cars and trucks people want to buy, will enjoy driving and will want to buy again."

The company further defines its "purpose":

"To create the type of exciting, efficient, reliable, safe vehicles you expect and deserve."

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Honda Company Mission Statement—Global Quality, Youthfulness, Harmony, and Joy

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Honda has a global mission for quality like every other carmaker in the world. But Honda, which also owns the Acura luxury brand, differentiates itself with principles of fresh ideas, youthfulness, harmony, and joy.

Honda Automobile Company Mission Statment
The Honda Company Mission Statement is officially referred to as the Company Principle, and it seemingly is no different than the mission of every company that manufactures and sells cars in the world:

"Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction."

Larger than this company principle, Honda is guided by a foundational mission, which it refers to as its "Basic Principles":

"Respect for the individual. The Three Joys (buying, selling and creating)."

And to inspire its management team as they lead the automobile company into the future, Honda has a clear set of management policies, which make its basic principles and mission statement a real part of its daily operations:

  • Proceed always with ambition and youthfulness.
  • Respect sound theory, develop fresh ideas and make the most effective use of time.
  • Enjoy work and encourage open communication.
  • Strive constantly for a harmonious flow of work.
  • Be ever mindful of the value of research and endeavor.
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Chevrolet Mission Statement—Principles from General Motors

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The Chevrolet brand does not have a separate mission statement from its parent, General Motors Company, but the brand's products and efforts are part of the company's stated goals.

General Motors Mission Statement
"We envision a future of zero crashes, zero emissions and zero congestion, and we have committed ourselves to leading the way toward this future."

"At General Motors, innovation is our north star. As the first automotive company to mass-produce an affordable electric car, and the first to develop an electric starter and air bags, GM has always pushed the limits of engineering."

  • "GM is the only company with a fully integrated solution to produce self-driving vehicles at scale."
  • "We have committed to launch at least 20 new all-electric vehicles by 2023."
  •  "2.6 billion EV miles have been driven by drivers of five GM electrified models, including the Chevrolet Bolt EV."
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Audi Group Mission Statement—Customer Delight, Positive Experience, Innovation

Audi concept car
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The mission statement of the Audi Group is generally focused on customer delight and specifically focused on innovation, positive experiences, and corporate responsibility.

Audi Group Mission Statement
The mission statement for the Audi Group is general and simple:

"We delight customers worldwide."

The Audi Group further defines what "customer delight" means with these four "actions":

  • We define innovation.
  • We create experiences.
  • We live responsibility.
  • We shape Audi.

In addition to this mission, as part of the Volkswagen Group, the Audi brand joined with other German companies that jointly agreed to a "mission statement for responsible actions in business."

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Toyota Motor Corp. Mission Statement—Moving People in a Better Way

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Toyota calls its mission statement its global vision about how to move people around the planet in a better way.

Toyota Motor Corporation Mission Statement
"Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people.

Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile.

We will meet our challenging goals by engaging the talent and passion of people, who believe there is always a better way."

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Subaru of America Mission Statement—Technology, Harmony, and Global Progress

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The mission statement for Subaru of America is a corporate philosophy focused on advanced technology, harmony in relationships, and global progress for the future.

Subaru of America Mission Statment
As a brand of Fuji Heavy Industries Inc., the mission statement of Subaru of America is an extension of the mission of the FHI parent company, which is referred to as its "corporate philosophy." The corporate philosophy for FHI and Subaru is:

"We will strive to create advanced technology on an ongoing basis and provide consumers with distinctive products with the highest level of quality and customer satisfaction.

We will aim to continuously promote harmony between people, society, and the environment while contributing to the prosperity of society.

We will look to the future with a global perspective and aim to foster a vibrant, progressive company."

In addition to its corporate philosophy, FHI Inc. and the Subaru brand have a quality policy, which guides its manufacturing decisions.

The quality policy of FHI and Subaru is:

"FHI considers customer satisfaction as the first priority, and will work constantly to improve products and services to provide world-class quality."

To emphasize its commitment to being environmentally responsible, FHI also established an environmental policy:

"FHI recognizes the integral relationship between the environment and its business activities, and services to provide products that are friendly to the earth, society, and people. FHI is protecting the environment to ensure our future."

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Nissan Motor Co. Mission Statement—Enriching Lives With Measurable Value

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The mission of Nissan Motor Company to enrich lives with measurable value begins with a customer promise that guides employee actions and decisions.

Nissan Motor Company Mission Statement
Employees of Nissan Motor Company are guided first by the Nissan Vision, which is: "Enriching people's lives."

More specific guidance about how Nissan Motor Co. will enrich people's lives is found in the Nissan Mission Statement:

"Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all stakeholders in alliance with Renault." This is in reference to the Renault-Nissan-Mitsubishi Alliance, a strategic partnership among the respective automobile makers.

To bring that "measurable value" into Nissan's automobile dealerships, Nissan has defined a customer experience, as created by the Nissan Customer Promises:

  • "We will respect your time.
  • We will market our products and services honestly.
  • We will employ a professional, well-trained and knowledgeable staff.
  • We will maintain a clean, comfortable and modern facility.
  • We will offer only products and services that meet your needs.
  • We will provide clear explanations of all pricing and paperwork.
  • We will deliver your vehicle clean with a full explanation of features.
  • We will treat you as a guest in our home."
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Kia and Hyundai Mission Statements—Innovation and Forward-Thinking Solutions

Plug In Kia
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Innovative solutions, human-centric services, and eco-friendly products that create a new future for mankind are the focus of the Kia Motors mission. Sister brand Hyundai Motor Company has a comparable, yet distinct forward-looking mission that is also shared by their mutual parent, Hyundai Motor Group.

Kia Motors Mission Statment
Kia states the brand is "inspired by the idea that you should love driving and owning your car. Designing, engineering, building, and bringing you that car is what we do."

There is also the encompassing vision of parent company Hyundai Motor Group that speaks to providing customers with innovations and services well into the future: "'Together for a better future' is our vision, representing Hyundai Motor Group's firm commitment to the highest customer satisfaction, as well as qualitative growth.

With respect for people and the environment, Hyundai Motor Group will pursue further growth in a way befitting a world leading enterprise."

Hyundai Motor Company's Mission Statement 

The brand's stated corporate philosophy is to build a trusting and lifelong partnership with customers and provide them with innovative technologies and services long into the future.

This based on a management philosophy that the company defines as its reason for being: "Realize the dream of mankind by creating a new future through ingenious thinking and continuously challenging new frontiers."

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Jeep-Chrysler Mission Statement—Design With Purpose and Innovative Engineering

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The Jeep brand of parent company Fiat Chrysler Automobiles lists its core values as freedom, adventure, authenticity, and passion.

Jeep Mission Statement
The brand further defines how its set of values are part of the brand's efforts.

  • Freedom—Being true to your dreams and working to make them real.
  • Adventure—The ultimate search for a place where you can be true to who you really are.
  • Authenticity—The higher standard pursued in all you do and dream.
  • Passion—Stretching your limits to achieve greatness.
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Mazda Mission Statement and Vision—Exciting Products That Delight Customers

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Products that delight customers are at the core of Mazda's mission statement, vision, and values.

Mazda Carmakers and Dealerships Mission Statement
Mazda has a combination of vision, mission, and values that guide its leaders and employees. The very broad vision of Mazda is:

"To create new value, excite and delight our customers through the best automotive products and services."

The Mazda mission statement further defines how Mazda customers will be excited and delighted. The Mazda mission statement is:

"With passion, pride and speed, we actively communicate with our customers to deliver insightful automotive products and services that exceed their expectations."

Mazda's values give further guidance to employees in their daily decision-making and actions. The Mazda Values are:

"We value integrity, customer focus, creativity, and efficient and nimble actions and respect highly motivated people and team spirit. We positively support environmental matters, safety, and society. Guided by these values, we provide superior rewards to all people associated with Mazda."

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O'Reilly Mission Statement

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The mission statement of O'Reilly Auto Parts Stores is about price, quality, and service in just the right combination, and retaining the right employees to deliver that.

O'Reilly Auto Parts Mission Statement
The O'Reilly mission statement is similar to just about every company in the U.S. retail industry in that it states its intention to be "dominant" in its niche. What makes the O'Reilly mission statement distinct, however, is the formula that is defined for achieving the outcome, which includes the appropriate front-line O'Reilly employees to achieve the O'Reilly mission.

The O'Reilly Corporation Mission statement is:

"O'Reilly Automotive intends to be the dominant supplier of auto parts in our market areas by offering our retail customers, professional installers, and jobbers the best combination of price and quality provided with the highest possible service level.

In order to accomplish this mission, O'Reilly will provide a benefit and compensation plan that will attract and keep the kind of people that will enable the company to reach its goals of growth and success."

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AutoZone Auto Parts Mission Statement—Customers First and Trustworthy Advice

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The mission statement of the AutoZone Auto Parts retail stores is a Customer Service Pledge and Values that put customers first and provide them with trustworthy advice, and "WITTDTJR" solutions.​

AutoZone Auto Parts Stores Mission Statement
The mission of the AutoZone auto parts retail chain is fashioned around a customer service pledge called "WTTDTJR." This acronym stands for "What It Takes to Do the Job Right, " a customer service philosophy that was created by the original Auto Shack store manager, Doc Crain. The AutoZone Customer Service Pledge, which also serves as its unofficial mission statement is:

"AutoZoners always put customers first!
We know our parts and products.
Our stores look great!
We've got the best merchandise at the right price."

To further define for its AutoZoners (employees) what it means to "put customers first," AutoZone says this to its customers:

"We go the Extra Mile to ensure you get the help you need. Our AutoZoners are friendly, knowledgeable and eager to help you with your vehicle."

To further define the AutoZone culture and how AutoZoners are expected to conduct business, AutoZone provides these corporate Values:

"An AutoZoner always":

  • Puts customers first.
  • Cares about people.
  • Strives for exceptional performance.
  • Energizes others.
  • Embraces diversity.
  • Helps teams succeed.
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Advance Mission Statement

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Advance Auto Parts says its mission statement is "Built to Remain True" by creating honesty, integrity and mutual trust with its employees as well as its customers.

Advance Auto Parts Retail Stores Mission Statement
The mission statement and company values of Advance Auto Parts were reportedly fashioned by founder Arthur Taubman and are the sum total of doing business with four key values as guidelines. The mission and values of Advance Auto Parts are:

"Built to Remain True

  • Inspire and build the self-confidence and success of every Team Member.
  • Serve our customers better than anyone else—help them succeed.
  • Grow the business and profitability with integrity.