The difference is subtle, and hard to see sometimes. But the implication is an important one as it affects how the company views itself, and it’s culture.

In my view, the main difference between the two statements is one of intent and spirit.

Ford’s clearly spells out that it’s goal is to serve customers, make great products, and give shareholders a decent return.

This is overwhelmingly how most companies operate.

Toyota’s mission statement focus’s on something different. Instead of shareholder return, it’s enhancing society. Instead of quality products its team members.

In other words, Toyota does everything Ford describes in it’s mission statement, but they are only means to a different end (and not the mission itself).