authenticity & integrity
To be true to our calling and maintain our character; personally and professionally, while serving our vibrant community in the marketplace for ideas and products.
Joy & Discovery
To help people find contentment and value in the “now” while still seeking out the wonder and meaning of the “new.”
creativity & innovation
To dream up new and better ways to improve people’s lives for adventure out on the open road and beyond.
Quality & craftsmanship
To design and build great vehicles and value added gear that will stand the test of time.
Profitability & growth
To help our people harvest the fruit of our collaborative ideas and labor and continually plant the seeds for future growth; both personally and professionally.
Stewardship & Legacy
To take ownership and responsibility for our actions in the marketplace and always endeavor to invest our gains in such a manner that past generations would be proud to witness, future generations will be grateful to inherit, and our growing community of Storytellers and explorers will be honored to be a part of all throughout the journey.
Gratitude & Loyalty
To be mindful of the individuals who have invested themselves in our shared success. To keep our hearts keen to fully express our gratitude in word and deed... even when it goes without saying. To be true to our calling and maintain our character; personally and professionally, while serving our vibrant community in the marketplace for ideas and products.
