S.U.P.E.R Values
S = Safety
Safety is the foundation of every decision and action.
We prioritize safety above all else, not just in compliance, but in culture. Every task we perform and every choice we make considers the well-being of our employees, our dealers, our customers, and our communities. A truly productive environment begins with a safe one.
U = Understanding
Listening and communicating to foster strong connections.
Success starts with understanding. That means listening actively, communicating clearly, and respecting diverse perspectives. Whether it’s with teammates, dealers, or customers, understanding builds trust, and trust fuels progress.
P = Partnership
Collaborating across teams and with our dealers and customers to achieve success.
We achieve more when we work together. Partnership means building strong relationships, sharing knowledge, and solving challenges side by side. Whether it’s between departments or with our dealers and customers, true partnership is about aligning around common goals and winning together.
E = Excellence
Striving for the highest quality and continuous improvement.
Excellence is about taking pride in our work and never settling for “good enough.” It means doing things right the first time, and then asking how we can do them even better. From the shop floor to customer support, we hold ourselves to high standards.
R = Responsiveness
Acting quickly and thoughtfully to meet needs and solve problems.
Responsiveness means staying alert, flexible, and ready to act; whether it’s addressing a customer issue, adapting to a challenge, or helping a teammate. We move with purpose and make decisions that reflect both urgency and care.