We research how purpose drives business success. And our data is clear: purposeful companies consistently score higher on all relevant business metrics.

A verified competitive advantage

Purpose in automotive

Case study

In its home market Japan, Toyota has clearly managed to build a lot of trust and a strong relationship with the general public. But it’s the ability to build a compelling story around its future role that sends its Vision score off the charts.​

American Tesla, a company founded with the highly visionary purpose of pioneering electric​ vehicles and speeding up the global transition to EVs, is not able to score the same levels of Trust, Vision nor Impact in its home market. ​

It is likely that Tesla’s public image has been negatively impacted by widely reported statements and actions by its founder, Elon Musk.

About Toyota

Toyota is a leading Japanese automotive company recognized for its innovation and production of reliable and fuel-efficient vehicles. It is known for its commitment to sustainability and quality.​

About Tesla

​Tesla is an American electric vehicle and clean energy company. Renowned for its innovation in the automotive industry, Tesla produces electric cars, energy storage solutions, and solar products.

Industry benchmarks

For our Global 2024 report, we’ve surveyed the general public about 550 companies around the world. Get in touch to book a walkthrough of the results for your company, or to hear about findings for an industry or geographic market.

Get in touch