About / Mission & Values

Mission & Values

We strive to innovate better products today, so you can enjoy a better tomorrow. Find out who we are and the principles that drive us.

Sunrise Medical leads in the design, manufacturing and marketing of innovative, high-quality mobility products and services.

About Sunrise Medical

Sunrise Medical is a world leader in the development, design, manufacture and distribution of manual wheelchairs, powered wheelchairs, mobility scooters, mobility aids and both standard and modified seating and positioning systems. Sunrise Medical manufactures products in our own facilities in the United Kingdom, Mexico, Germany, United States, Spain and China.

Our key products, marketed under the Quickie, ZippieBreezy, Sterling and JAY proprietary brands, are sold through a network of homecare medical product dealers or distributors in over 130 countries. Sunrise Medical is headquartered in Malsch, Germany; with North American headquarters in Fresno, California and employs 2,700 associates worldwide.

Our Quality Policy

Sunrise Medical is committed to improving people's lives by providing innovative, high-quality mobility products and services that exceed customer expectations. We are equally committed to respect the environment and to comply with all regulatory obligations. Technology, teamwork, and continuous improvement through customer-focused people and processes are the foundation for meeting these commitments.

Our mission:

To improve people's lives by creating innovative, high-quality products.

Our Values:

Customer Focus

Our customer comes first!
We are committed to meet and exceed the expectations of our customers both internal and external. We are committed to building a relationship based on trust through a prompt and professional response to our customer's needs.


Teamwork is a crucial part of our business!
Sharing and fostering through communication to achieve our business objectives. A positive and proactive team spirit should be adopted by all and lead to improved results. Consider our internal customers and offer support, guidance, motivation and constructive feedback where needed.


Take responsibility and ownership!
Demonstrate determination and initiative and provide added value to Sunrise. Keep to agreements and report deviations in a timely manner in order to find solutions. Get involved and do your best.


Strive to continually improve!
Sunrise and its Associates continually redefine our business and are proactive in providing innovative and effective products, processes and solutions. We encourage our Associates to be open to all new ideas that can improve our business and the lives of our customers.


Our goal is to "Improve People's Lives"!
We are committed to performing extraordinary efforts every day in all we do both as individuals and as a company. We are committed to the highest level of quality.

Do the Right Thing

As we conduct business at Sunrise Medical within a framework of internal policies, professional standards, laws and regulations, we also acknowledge that these do not govern all types of behavior we encounter in our daily business dealings. As a result, we also have a Business Code of Conduct for all Sunrise Medical Associates (all Sunrise Medical employees, contractors, and Board of Directors) called Do The Right Thing.

This Code is based upon our company mission statement and values and has been created to serve as a roadmap we can all follow to strengthen the company's ethical climate and to provide basic guidelines for situations when we are not always sure how to act. By plotting a path along the Sunrise Medical values, Do The Right Thing takes our business to the highest level by putting our values into action in support of fair, correct, accurate business processes.