Creating a Vision Statement for Automotive Businesses

Vision is a critical part of an organization. That means that it’s imperative to choose the right vision statement for your automotive business. Without a clear and understood vision in your shop, managers, service writers, and technicians are just going through the daily motions to get a job done. Day to day, passing the time until it’s closing.


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“Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world.” – Joel A. Barker

Auto shops need a clear vision statement.

Employees of shops without a clear vision run a high risk of burnout because they don’t have a meaningful reason for being there. They will feel like there is no future there because they just don’t have any idea what the future holds. The unknown can be frightening, to employees and owners alike.


The owner of the shop must discover and know the answers to a few questions in order to develop a vision statement for their automotive business. Remember that these questions aren’t about settling for who or what your shop is right now, but instead decide where you want to go.

Questions to help clarify your shop’s vision statement:

  1. Who do you want to be?

  2. What is the personality of your shop?

  3. Why do you have a shop/why are you there?

  4. What do you want in your life?

  5. Who works for you?

  6. Why do they work for you?

  7. What do your employees want?

These are the questions that will help you create a united vision statement for your automotive business. It is debatable whether to involve your staff by asking them these questions. If you want your staff to buy in to a powerful future that involves a unified vision of where the company is going, it may be easier if they feel your vision is aligned with their own. That being said, you can create your vision statement yourself, but you may need to work a little harder on the backend to get them to understand where you are headed.


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The next step to creating your automotive shop’s vision statement is to write down the answers to these questions. You will need to fashion a statement from the answers while trying to keep it simple. Use common words and easily understandable statements. In fact, many people say the shorter the better. A rule of thumb is that a vision statement should be able to fit on a shirt and be easily read. Sure, three paragraphs could fit, but you wouldn’t be able to read it very well.

Look at examples of vision statements for inspiration.

Here are a few examples of vision statements from companies you may recognize:

  • BorgWarner Inc.: “BorgWarner is the recognized leader in advanced products and technologies that satisfy customer needs in powertrain components and system solutions.”

  • Adobe: “Adobe revolutionizes how the world engages with ideas and information.”

  • American Express: “We develop relationships that make a positive difference in our customer’s lives.”

  • Amgen Inc.: “To serve patients.”

  • Anheuser-Busch Companies, Inc.: “Through all our product, services and relationships, we will add to life’s enjoyment.”

  • Sara Lee Corp.: “To simply delight you…every day.”

  • Nike: “To bring inspiration and innovation to every athlete in the world.”

  • Quality Automotive Servicing: “Your trusted local auto care.”

There are many names out there to identify your direction and company identity. While vision statement is common, other names for this identifier include purpose statement, company identity, core values, corporate description, company mission, and position statement. These are terms that may work to support one another or may even overlap.


The best advice when creating a vision statement for your automotive business? Don’t get hung up on what to call it or what it should say. Just do it! Figure out where you want to go and tell everyone. Get them to buy in. Write it down, celebrate it, and get started on working towards your company’s vision.

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