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A mission statement explains what your business is trying to achieve, what the long-term goal is. Every brand should have a clear idea of their goals and vision to build trust and loyalty and to attract an audience of like-minded people. When a customer decides they're going to make a purchase, oftentimes, they want to make sure the company aligns with their values.
In this article, we'll explore the difference between mission, vision, and purpose statements and why they matter in the automotive sector.
A mission statement declares your why and guides future decisions. It's typically a short statement that lets your customers know why you're in business and defines your work's purpose and values.
To create a mission statement, explain:
A vision statement explains your brand's vision and where you want to be in the future. A strong vision statement describes where the company is today and what the objectives are for the future.
To create a vision statement:
A purpose statement should provide a sense of direction and the main purpose of your brand. Similar to your mission and vision statement, a purpose statement is typically only a few short sentences.
To create a meaningful purpose statement, think about:
These statements matter because they explain what you do, how you do it, and your plans for the future of your company. Consumers and shareholders alike like to make informed decisions. They have options, especially when it comes to what car to buy. These statements help make it clear to both employees and consumers what each organization is about, so they can decide who to align with, work with, and ultimately buy from.
In times of crisis, a mission statement can also help guide a company through a rough patch and help build a better future. Want to see our top most beautiful brand books of all time? Check out this article.
Now that you know what each statement means and why it matters, let's explore some examples of some of the top automobile companies in the world.
BMW Mission Statement
"to become the world's leading provider of premium products and premium services for individual mobility."
Ford Purpose Statement
"We are once again working to revolutionize mobility, fueled by new challenges and creating solutions to build a better world for everyone. Our mission is to drive human progress through the freedom of movement."
Mercedes-Benz Purpose Statement
"First Move the World" - that is the Purpose of Mercedes-Benz Cars. It is the deeper meaning behind our work, it is what drives us, our "reason why". "First Move the World" means pursuing more than what is immediately achievable. This pioneering spirit is part of our DNA. In times of change, it gives us a direction for our all-embracing and sustainable business strategy, and for our decisions. It gave rise to, for example, Ambition 2039 – our road to sustainable mobility, green production with CO2-neutral energy supply and the long-term development cooperation for automated driving with Daimler AG and the BMW Group."
Honda Vision Statement
"Serve people worldwide with the "joy of expanding their life's potential" Lead the advancement of mobility and enable people everywhere in the world to improve their daily lives."
Toyota Vision Statement
"Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way."
Subaru Mission Statement
"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."
A mission statement or a vision statement should be short, clear, and include long-term goals for your company. When crafting your own statements, skip the jargon and use text that is easy for everyone to understand. Focus on your values, goals, and how you're going to deliver on your promise.
Talk to your employees to ensure there is brand alignment between what you're saying and the company culture. As companies evolve, so will your statements. Don't be afraid to give your mission statement and vision statement a facelift from time to time. Feel free to update when you see a need for a fresh perspective.
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