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Our Core Values

Our Core Values

For more than 50 years, we have been governed by our core values. They shape our culture and define our company. Our core values are: honesty, cooperation, innovation and excellence. By following our core values, we will exceed customer expectations, contribute to our community and develop our future leaders.

Honesty is the core of our business. We believe in always being honest with our customers, distributors, employees and vendors. This means we deliver on our promise of affordable, efficient and durable trucks, tractors and multi-purpose vehicles.

We believe effective cooperation is the key to sustaining our present and growing our future.

We align our Research & Development activities with our business strategy. We are constantly exploring new practices and technologies.

We strive for excellence in all aspects of our business. This gives us a great sense of pride in who we are and what we believe in.