Mission Statement, Vision, & Core Values of Ford Motor Company (F)

A company's Mission Statement, Vision, and Core Values aren't just HR poster slogans; they are the bedrock of its capital allocation strategy, which is why we look at Ford Motor Company's (F) guiding principles now. You see Ford is projecting a full-year 2025 adjusted EBIT of $6.0 billion to $6.5 billion, but its Model e electric vehicle division is expected to lose between $5.0 billion and $5.5 billion this year alone, so how can a company absorb a loss that size and still maintain its long-term focus? Does the vision to be the world's most trusted company, designing smart vehicles for a smart world, justify the $9 billion in capital expenditures planned for 2025, and what does that mean for your investment thesis?

Ford Motor Company (F) Overview

You want a clear, data-driven picture of Ford Motor Company, not just the brand nostalgia. The direct takeaway is this: Ford is effectively using its profitable commercial and internal combustion engine (ICE) divisions to fund its aggressive, but costly, electric vehicle (EV) transition, reporting a record-setting quarter in late 2025.

Ford Motor Company, founded by Henry Ford in 1903, is the American automotive giant that revolutionized manufacturing with the moving assembly line. Today, it's a global powerhouse selling vehicles under the Ford and Lincoln brands, but its strategy is now structured around the 'Ford+' plan, which splits the business into three distinct, customer-focused units.

Its primary product lines still anchor the business, especially the F-Series, which remains America's best-selling truck. The company's offerings span the full spectrum: iconic gas-powered vehicles, hybrid models like the popular Maverick, and a growing fleet of electric vehicles such as the F-150 Lightning and Mustang Mach-E. Plus, they support all of this with financial services through Ford Motor Credit Company. For a deeper dive into the foundation of this enterprise, you can look at Ford Motor Company (F): History, Ownership, Mission, How It Works & Makes Money.

As of November 2025, the company's U.S. sales momentum is strong, having posted seven consecutive months of sales gains. In the third quarter of 2025 alone, Ford sold a total of 545,522 vehicles in the U.S., an increase of 8.2% year-over-year. That's a solid, defintely positive trend.

2025 Financial Performance Highlights

The third quarter of 2025 showcased the power of Ford's diversified strategy, delivering a record revenue and proving the commercial segment is a profit machine. Total company revenue hit a record $50.5 billion for Q3 2025, marking a 9% increase from the same period a year ago. This is a crucial number because it shows the underlying business is generating serious cash flow despite market headwinds.

The company's profitability, however, tells a more complex story, which is why we look at the three divisions. Net income for the quarter was a strong $2.4 billion, but the adjusted EBIT (Earnings Before Interest and Taxes) of $2.6 billion reveals the internal tug-of-war happening between the segments:

• Ford Pro (Commercial): This division is the cash cow, generating $2 billion in EBIT on $17.4 billion in revenue for Q3 2025. This segment is not just selling vans and trucks; its paid software subscriptions grew to approximately 815,000, up 30% year-over-year, which is a high-margin revenue stream.
• Ford Blue (ICE/Hybrid): The traditional core delivered $1.5 billion in EBIT, driven by powerhouse sales like the F-Series, which had 2025 year-to-date sales of 620,580 trucks as of Q3. Their legacy products still dominate the market.
• Ford Model e (EV): This is the investment arm, and it continues to incur significant losses, reporting a Q3 EBIT loss of $1.4 billion. The company is essentially using Ford Pro's profits to finance the future of Model e.

Here's the quick math: the combined EBIT of the profitable segments ($2.0B + $1.5B) more than offsets the Model e loss, but the full-year adjusted EBIT guidance for 2025 has been tightened to a range of $6.0 billion to $6.5 billion due to external factors like supply chain disruptions. This is a realistic, not overly optimistic, forecast.

A Leader in Strategic Transformation

Ford Motor Company is not just an old-guard automaker; it is a leader in managing a massive, risky industrial transition. It is the second-largest American-based automaker, and its strategic segmentation-Ford Blue, Ford Model e, and Ford Pro-is a textbook example of how a legacy company can ring-fence its core profits while aggressively pursuing a new, capital-intensive future.

The F-Series' continued dominance as America's best-selling truck provides the financial stability, while the commercial-focused Ford Pro division is proving that software and services can be a high-margin business in the automotive sector. This balanced approach is what makes Ford a critical player, even as the industry recalibrates its EV expectations.

The company is not just chasing trends; it's setting them in the commercial space and holding its ground in traditional segments. If you want to understand how a century-old company stays relevant and successful in a rapidly changing world, you need to look at the granular details of their operations. Find out more below to understand why Ford is successful.

Ford Motor Company (F) Mission Statement

You're looking for the North Star that guides a company with over a century of history, and for Ford Motor Company, that guiding principle is clear: it's about more than just selling trucks. Ford's purpose, its mission statement, is: To help build a better world, where every person is free to move and pursue their dreams.

This isn't some vague corporate slogan; it's a strategic framework that forces management to think beyond the quarterly sales report. It connects the core product-mobility-to a broader societal impact, which is crucial for a legacy automaker navigating a massive industry shift. The success of the Ford+ plan, which focuses on distinct segments like Ford Pro and Ford Model e, is directly tied to achieving this mission, but it's a tough road. For example, while the company posted a record third-quarter 2025 revenue of $50.5 billion, the Model e (Electric Vehicle) segment still reported a significant EBIT loss of $1.4 billion, showing the high cost of pursuing the future of movement.

If you want to dig deeper into the numbers behind this transition, you can find a breakdown here: Breaking Down Ford Motor Company (F) Financial Health: Key Insights for Investors

Component 1: To Become the World's Most Trusted Company

Trust is the bedrock of any financial analysis, and for Ford, it's the first pillar of their vision statement: To become the world's most trusted company. Honestly, this is where the rubber meets the road, and the 2025 data shows a mixed picture. While the company's underlying business is strong-they've revised their full-year 2025 adjusted EBIT guidance to a solid range of $6.0 billion to $6.5 billion-customer perception remains a challenge.

The latest Q1 2025 Net Promoter Score (NPS), which measures customer loyalty and willingness to recommend, came in at 32 for Ford. That's below the automotive industry average of 41. This gap tells you that while customers buy the product, they aren't becoming the passionate promoters Ford needs. Plus, in the 2025 Axios Harris Poll 100, which tracks corporate reputation, Ford dropped five spots to 60th. What this estimate hides is the impact of persistent quality issues and recalls, which have cost the company hundreds of millions of dollars and directly erode that trust. You can't be the most trusted if you have to keep bringing the vehicles back to the service bay.

• NPS score of 32 lags the industry average of 41.
• Reputation ranking dropped to 60th in 2025.
• Quality issues directly impact the trust metric.

Component 2: Designing Smart Vehicles

The second component-designing smart vehicles-is Ford's commitment to innovation and technology, moving past the internal combustion engine (ICE). This is where the company is putting its capital to work. The latest twelve months' R&D expenses ending September 30, 2025, totaled an impressive $8 billion. That kind of investment is necessary to compete in the new mobility landscape.

The focus is on integrating technology that improves the customer experience and the business model. Ford Pro, the commercial segment, is a great example of this in action. They are designing vehicles like the E-Transit with connected services (telematics) that create new, high-margin revenue streams. In Q3 2025, Ford Pro generated $2.0 billion in EBIT, and its paid software subscriptions grew sequentially to 818,000 subscribers. That's a clear action point: turn a vehicle into a platform for recurring revenue. The company even won the 2025 Innovative Applications in Analytics Award for using connected vehicle data and Generative AI to optimize product features, which resulted in substantial cost savings by removing less-used features like parallel park assist. They're using data to build smarter, not just bigger, cars.

Component 3: For a Smart World

The final part of the vision, 'for a smart world,' speaks to Ford's role in sustainability, connectivity, and the future urban environment. This means electrification and reducing their environmental footprint. Ford has committed approximately $9 billion in capital spending for the full year 2025, much of which is earmarked for next-generation electric vehicles (EVs) and battery facilities.

To be fair, this transition is expensive and carries risk. Ford Model e, the segment responsible for this future, is projected to lose between $5.0 billion and $5.5 billion in 2025, which is a stable loss year-over-year from 2024. This shows the financial strain of building a 'smart world' business model. Still, they are pushing forward, developing more affordable, high-volume EVs and focusing on small- and medium-sized trucks and utility vehicles where the economics are more favorable due to lower-cost battery requirements. The goal is to make the freedom of movement environmentally and economically sustainable for everyone, not just the early adopters. This is defintely a long-term play, and the current 2025 adjusted free cash flow guidance of $2.0 billion to $3.0 billion reflects the heavy investment needed now.

Ford Motor Company (F) Vision Statement

You're looking for the bedrock of Ford Motor Company's strategy-the core principles that guide where they allocate their capital and why. The simple answer is this: Ford is executing a massive, costly pivot to be a technology and services company, not just a metal-bender. Their vision, as of late 2025, is a two-part directive: To become the world's most trusted company, designing smart vehicles for a smart world. This vision is the strategic lens through which you should view their $6.0 billion to $6.5 billion full-year 2025 adjusted EBIT guidance.

This isn't corporate fluff; it maps directly to their three distinct business segments-Ford Blue (legacy combustion), Ford Model e (electric and software), and Ford Pro (commercial). The near-term risks and opportunities are laid bare in the numbers, so let's break down what each part of that vision means for your analysis.

The Foundation: Driving Human Progress Through Freedom of Movement

The Mission Statement-'We drive human progress through freedom of movement'-is the historical North Star, but it's now being redefined by the 'smart world' part of the vision. This mission is about making mobility accessible, which is why the commercial vehicle division, Ford Pro, is so critical right now. It's their cash engine.

In Q3 2025, Ford Pro generated a massive $2 billion in Earnings Before Interest and Taxes (EBIT) on $17.4 billion in revenue. That's a huge margin of safety for the rest of the company. Honestly, Ford Pro is the best-in-class example of this mission in action-it's not just selling trucks, it's selling uptime and efficiency to businesses, which is the ultimate freedom of movement for a commercial customer.

• Ford Pro is the profit anchor.
• Commercial software subscriptions grew 8% sequentially to 818,000 in Q3 2025.
• This segment funds the expensive EV transition.

This success allows Ford to continue its heavy capital spending, which is projected to be about $9 billion for the full year 2025. You can see the direct link between their mission (providing essential, reliable movement) and their financial strength.

Vision Component 1: To Become the World's Most Trusted Company

Trust is paramount, especially when you're asking customers to switch to a new, complex technology like electric vehicles (EVs) and connected services. Ford is trying to earn this trust by focusing on core values like 'Put People First' and 'Do the Right Thing.' But trust is fragile, and the financials show the pressure points.

The biggest near-term risk to trust is quality and cost. For instance, the company faced significant cost pressures in 2025 from trade tariffs and recall costs, with one analysis anticipating recall costs near $5 billion for the year. When you have large, costly recalls, it directly erodes the 'most trusted' goal, no matter how good your new products are. What this estimate hides is the long-term customer relationship damage. If a new Ford owner has a bad experience, they defintely won't come back for an expensive EV.

To be fair, the company is determined to maintain shareholder trust, declaring a fourth-quarter regular dividend of 15 cents per share in Q3 2025. This shows a commitment to reliability, even as they navigate a volatile transition. For a deeper dive into how they manage this tightrope walk, you should check out Breaking Down Ford Motor Company (F) Financial Health: Key Insights for Investors.

Vision Component 2: Designing Smart Vehicles for a Smart World

This is the future-facing, high-risk, high-reward part of the vision. 'Smart vehicles' means electrification, connectivity, and software-defined experiences. 'Smart world' means integrating those vehicles into a sustainable, efficient ecosystem. The investment here is staggering, and it's where the company is taking its biggest financial hit.

Here's the quick math on the transition: The Ford Model e division, which handles EVs and software, reported a Q3 2025 EBIT loss of $1.4 billion. Analysts anticipate the full-year 2025 loss for Model e to fall between $5.0 billion and $5.5 billion. That loss is the cost of building the 'smart world.' Still, the strategy is not without its bright spots. Hybrid vehicle sales grew a strong 55.6% in Q2 2025, offering a profitable bridge to full electrification.

The action here is clear: Ford must rapidly scale its EV production and, more importantly, monetize the software and services that turn a vehicle into a 'smart' asset. The goal of offering fully autonomous vehicles for commercial applications by 2025, as part of the vision, is a huge technological lift that will require unwavering focus on innovation and forward thinking.

Next Step: Finance: Monitor the Q4 2025 Model e loss figures closely to see if the cost-reduction execution is gaining traction against the $5.0 billion loss projection.

Ford Motor Company (F) Core Values

You're looking past the stock ticker and the daily noise, trying to understand the bedrock principles driving Ford Motor Company's strategic shift-the Ford+ plan. That's smart. A company's values aren't just HR posters; they map directly to capital allocation and operational focus. For a legacy automaker navigating a $9 billion capital expenditure year in 2025, these values are the compass. The core values of Ford-Putting People First, Innovation and Forward Thinking, and Commitment to Sustainability-show exactly where they are placing their bets to hit their full-year adjusted EBIT target of $6.5 billion to $7.5 billion.

Here's the quick math: values that drive quality and customer loyalty reduce warranty costs and boost high-margin services, which is defintely what Ford needs right now. You can see how these principles tie into the company's broader purpose: Ford Motor Company (F): History, Ownership, Mission, How It Works & Makes Money.

Putting People First: Customers and Employees

This value is about building trust, both with the people who buy the trucks and the people who build them. It's not just a soft metric; it's a hard financial driver. Ford Pro, the commercial division, is a perfect example of this customer-first approach, focusing on the high-margin, always-on relationship with businesses. In the second quarter of 2025, Ford Pro generated $2.3 billion in EBIT with a 12.3% margin, showing the financial power of solving specific customer problems. That's a massive slice of the business.

For employees, putting people first means fostering a high-performance culture while ensuring equity. The company is actively conducting a diversity, equity, and inclusion (DEI) audit and introducing a global salaried pay ratio to level the playing field. Still, this push for performance is visible in cost-cutting initiatives, like the reported reduction of stock bonuses for approximately half of middle managers, a move projected to save the company around $1 billion in expenses for 2025. It's a tough, but necessary, trade-off to improve overall financial health.

• Boost customer loyalty via Ford Pro's connected services.
• Improve pay equity with a global salaried ratio.
• Drive efficiency to save around $1 billion in 2025 expenses.

Innovation and Forward Thinking

Ford's commitment to innovation is the engine behind their transition from a traditional automaker to a tech-driven mobility company. This is where the big capital is going. The company is committed to investing more than $50 billion in electric vehicles (EVs) through 2026, a clear signal that the future is electric, even with near-term market turbulence. For 2025, they anticipate capital spending of about $9 billion, with a significant portion dedicated to future opportunities like electrification and advanced connectivity.

This isn't just about new models; it's about designing smart vehicles for a smart world. Ford's goal is to offer fully autonomous vehicles for commercial applications by 2025, revolutionizing logistics and transportation. They are also focused on advanced connectivity, integrating cutting-edge technologies to enhance the driving experience and improve efficiency. This is a critical investment to protect their consensus sales estimate of $171.14 billion for the current fiscal year. You have to invest to stay ahead, period.

Commitment to Sustainability

The third pillar is a long-term risk management strategy disguised as a value: environmental stewardship. Ford has set ambitious, public goals to achieve carbon neutrality globally by 2050 and to power all its manufacturing plants with 100% carbon-free electricity by 2035. This commitment is detailed in their 2025 Integrated Sustainability and Financial Report.

The company views sustainability as a core business driver, not just a compliance issue. They are actively working to reduce waste in manufacturing and use more sustainable materials in vehicles. This focus helps them secure critical raw materials for EV production through new offtake agreements, stabilizing their supply chain and supporting the massive $50 billion EV investment. This value directly supports the long-term goal of generating $3.5 billion to $4.5 billion in adjusted free cash flow for the year, by making the business more durable and less reliant on volatile energy sources.