Ford Motor Company’s Vision Statement, Mission Statement

Ford Motor Company’s vision statement and mission statement case study and analysis
A Ford Focus ST-R at the 2011 Washington, D.C. Auto Show. Ford Motor Company’s vision statement and mission statement depict the firm’s drive for leadership and improved performance. (Photo: Public Domain)

Ford Motor Company is the fifth largest automobile manufacturer in the world. Ford’s mission statement guides the strategies needed to achieve or exceed this market position. A company’s mission statement defines the kinds of actions needed to fulfill organizational goals. On the other hand, Ford’s vision statement drives its global organization to reach higher performance levels. A firm’s vision statement specifies the desired future situation or condition of the business. In this case, Ford Motor Company’s mission statement and vision statement are determinants of the firm’s success and strategic direction in the international automotive industry.

Ford Motor Company’s vision statement and mission statement imply the potential strategic direction of the firm. Investors and business partners use these statements in evaluating Ford’s performance and organizational development.

Ford Motor Company’s Vision Statement

Ford’s vision statement is “people working together as a lean, global enterprise for automotive leadership.” The company also explains, “Automotive leadership is measured by the satisfaction of our customers, employees, investors, dealers, suppliers and communities.” Thus, Ford’s vision statement has the following major points:

  1. Global leadership
  2. Emphasis on stakeholders
  3. Lean business

The global leadership point of the vision statement indicates that Ford Motor Company wants to become the top player in the international automotive market. Ford is currently the fifth biggest in the world, and the second largest U.S.-based automobile manufacturer, behind General Motors. In this regard, Ford still has more to work on to reach its vision statement’s point of global leadership. On the other hand, the vision statement’s emphasis on stakeholders is achieved through Ford’s enhanced HR policies, as well as corporate social responsibility strategies for employees, customers, investors and others. Ford’s vision statement also highlights lean business operations, which the company already achieved through its assembly line methods. Thus, based on its current condition, Ford Motor Company needs to work on growing its sales to achieve global leadership and fulfill its vision statement.

Ford Motor Company’s Mission Statement

Ford’s mission statement is “One Team. One Plan. One Goal.” This mission statement is also known as the “One Ford” mission, which is part of the “One Ford” plan that was unveiled in 2008 under CEO Alan Mulally’s leadership. Ford explains that the expanded form of its mission statement is as follows:

  • 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.”

Ford Motor Company’s current mission statement is a response to the challenges it experienced, especially in relation to market risks and the American recession and global financial crisis that started in the late 2000s. Prior to implementing the One Ford mission statement, the company had disparate product lines in different markets. With the One Ford mission statement, the company now focuses on creating consistency in product and service design and quality globally. The mission statement emphasizes teamwork to achieve synergy at Ford. The One Plan and One Goal components also indicate that the mission statement focuses and unifies Ford’s global organizational efforts to improve business performance and achieve the global leadership point in the company’s vision statement.

References
  • Bartkus, B., Glassman, M., & McAfee, B. (2006). Mission statement quality and financial performance. European Management Journal, 24(1), 86-94.
  • Ford Motor Company (2015). Business Strategy.
  • Ford Motor Company Form 10-K, 2014.
  • Kirkpatrick, S. A., Wofford, J. C., & Baum, J. R. (2002). Measuring motive imagery contained in the vision statement. The Leadership Quarterly13(2), 139-150.
  • Long, C., & Vickers-Koch, M. (1994). Creating a vision statement that is shared and works. The Journal for Quality and Participation17(3), 74.
  • Lucas, J. R. (1998). Anatomy of a vision statement. Management Review, 87(2), 22.
  • Mullane, J. V. (2002). The mission statement is a strategic tool: when used properly. Management Decision40(5), 448-455.