I got this via email and whilst I personally think that mission statements are tres 1990s, they do make some sense if one looks at them strictly.
Saab are a car company. That’s what they do. It’s a fairly narrow mission unless you choose to expand it and I guess with Saab’s brand pillars of progressive design, responsible performance and sporty driver focus you could say that they’ve further defined their mission.
Jarod is the guy who inspired this post, and he writes as follows:
…..With all this talk of were we see Saab in the auto industry, and who we want to buy it, it got me thinking. What does Saab stand for? As someone who went to school for business I thought I’d see what they say they stand for or what their goals, by looking for their mission statement. Which is usually something that most businesses have. To my surprise i couldn’t find one. I then looked up GM’s Mission statement.
“G.M. is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that our customers will receive superior value while our employees and business partners will share in our success and our stock-holders will receive a sustained superior return on their investment.”
I believe that everyone agrees that GM hasn’t followed their mission very well, they may even agree to that.
This is from missionstatements.com
A mission statement defines in a paragraph or so any entity’s reason for existence. It embodies its philosophies, goals, ambitions and more. Any entity that attempts to operate without a mission statement runs the risk of wandering through the world without having the ability to verify that it is on its intended course.
I know for myself I’d like to see theirs with something to do with Performance, Safety, Environmentally friendly, and something about being progressive in their ideas and concepts. I don’t know the order or in which i would like them to be in.
Do Saab’s brand pillars do the job? Is there a need to re-visit this given Saab’s looming rebirth and independence?
More environmental emphasis? More individual emphasis?
Personally, I tend to think that Saab’s brand pillars do the job in terms of the products they make. Perhaps if Saab were to define their mission at a corporate level they’d like to include goals relating to manufacturing efficiency and employee relations.
If you’re so inclined, comments are open.
My thanks to Jarod for the thoughtful email.