For years MasterCraft owners and enthusiasts have always associated MasterCraft with the company's popular slogan -- The Leader and Pulling Farther Ahead.

MasterCraft's president and CEO, John Dorton, is breathing new life into the company, its dealers and employees with a renewed commitment to quality and a new challenge. To be the leader in construction, styling and performance; to be "Held To A Higher Standard."

Why the change? "Change is good," says Dorton. "It keeps our product and our people striving for the best. We want to continually hold ourselves to a higher standard. That is what's going to keep our customers happy and our products evolving."

MasterCraft also has a new mission and set of core values. These principles will be used daily to guide the company.

Mission:

To deliver consumers the ultimate water sports experience by designing and building the world’s highest quality, best performing sports luxury boats in every significant inboard niche.

Core Values:

Passion – Do what we care about; care about what we do.

Quality – Design and build each boat like it is your family’s boat.

Integrity – Always do the right thing.

Quality of Life – We’re building lives here, not just boats. Use the resources of the MasterCraft community to help us all lead better lives.

Education – Be a life long learner.

Partnership-Minded – We’re all interdependent: The Factory, Dealers, Vendors, Suppliers and the Community.

Resilience – It’s not about what happens to us in life, it’s about what we do with what happens to us.

Outstanding Character – Balance our lives. Learn from our failures. Leave our world better than we found it.