Crossover & Midsize

Mitsubishi Motors Film Offers Message of Encouragement

2020 has not been the year most of us anticipated it would be. We have all had to readjust our expectations and learn to navigate new terrain. Mitsubishi Motors is sharing a message of perseverance, resilience, and optimism with their latest “Small Batch- Big Impact” film. Perhaps that encouragement is exactly what the world needs most right now. 

This wise reminder to remain grateful and optimistic, regardless of the challenges that lay ahead, is perhaps more timely and relevant now than ever before.

“We forget sometimes how many good people there are in the world and how many positive things actually happen on a day-to-day basis.”

Rachael Ridenour, U.S. Army combat veteran and Record the Journey founder

These words of wisdom come from U.S. Army combat veteran and Record the Journey nonprofit founder Rachael Ridenour. In the film, Ridenour and U.S. Air Force veteran Karah Behrend share their experiences during an eight-day off-road navigational rally known as the Rebelle Rally. This rally is the longest competition of its kind in the Lower 48 states.

Mitsubishi Motors Film Offers Message of Encouragement

Ridenour and Behrend piloted a minimally modified, hand control-equipped Mitsubishi Eclipse Cross to second place in the Crossover class, breaking barriers along the way. Behrend, who was forced to medically retire from the Air Force when she lost the use of her legs and parts of her hands to a progressive neurological disease, became the first adaptive athlete ever to compete in and complete the physically and mentally demanding 2,000-kilometer challenge. Their inspirational effort also earned them the Team Spirit award, as voted on by their fellow Rebelle competitors.     

“Facing tough challenges together, staying optimistic and compassionate in the face of adversity, is heroic, and hearing of heroism tends to bring out the best in all of us”.

Kimberley Gardiner, vice president and chief marketing officer, MMNA

“In keeping with our Small Batch philosophy, we’re evolving our engagement strategies and acknowledging what people are experiencing right now. Rachael and Karah’s story offers inspiration and connection at a time when we can all really use it.”   

Small Batch – Big Impact

“Small Batch – Big Impact” and Ridenour’s Record the Journey partnership marked the beginning of Mitsubishi Motors North America’s new corporate social responsibility initiative. The company and its dealer partners are redefining the term CUV to mean “Community Utility Vehicle”. 

This CUV program will partner with other small nonprofits to help support local communities through vehicle loans. Other CUV donations have been made to the Las Vegas-based Goodie Two Shoes Foundation and the Nashville-based Community Resource Center, with each of the charities using their Mitsubishi vehicles to further their respective missions.