Mission statement of Nissan

| September 14, 2013

This is Nissan Motor Company Ltd mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name Nissan Motor Company Ltd
Industries served Automotive, Finances
Geographic areas served Worldwide
Headquarters Japan
Current CEO Carlos Ghosn
Revenue ¥ 8.773 trillion (2011)
Profit ¥ 319.22 billion (2011)
Employees 155,099 (2011)
Parent Nissan Group
Main Competitors Bayerische Motoren Werke AG, Chrysler Group LLC, Daimler AG, Ford Motor Company, General Motors Company, Honda Motor Company, Tata Motors, Ltd., Toyota Motor Corporation, Volkswagen AG and many other automotive companies.

Nissan is a Japanese corporation manufacturing vehicles and maritime equipment. It was the sixth largest automotive company in terms of sales in 2011.


Nissan mission statement 2013

“Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all stakeholders in alliance with Renault.”
Does it include...?
Customers Products/ Services Markets
No Yes No
Technology Concern for survival Philosophy
No No No
Self-concept Concern for public image Employees
Yes No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Product-oriented
No No Score
Excellence Integrity
No Yes 0.6/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)


Nissan’s statement has received one of the lowest scores from all the missions in our evaluations. Their mission only includes products and services and self-concept components. The company doesn’t mention anything about their customers, markets, technologies, philosophy, values and concern for survival, public image and employees. The statement lacks all 4 values that the world’s most successful companies use to guide their actions and decisions. Company’s mission is also product-oriented. Product-oriented mission has shorter life cycle than customer-oriented mission has and shows that the company is focused on producing and selling particular products rather than satisfying customers’ needs.. Therefore, Nissan should focus on satisfying customer needs and solving their problems rather than focusing on few markets.

Nissan has done a poor job in creating their mission, which aim is to communicate business’ core purpose and other primary business information to firm’s stakeholders. The company should include more components and explain what values drives its decisions.