Corporate Social Responsibility Initiative
Mitsubishi Motors North America's Corporate Social Responsibility (CSR) efforts are grounded in the Three Principles (Sankoryo) of the Mitsubishi Group, which date back more than 140 years. Specifically, "Shoki Hoko," or corporate responsibility to society, teaches us to strive to enrich society, both materially and spiritually, while contributing toward the preservation of the global environment.
Our "Small Batch, Big Impact" Initiative
We've brought this core principle to life with our "Small Batch – Big Impact" initiative, which is based on the idea that small actions can lead to big change. Together with our dealer partners, we intend to redefine the term "CUV" to mean "Community Utility Vehicle." Through a series of vehicle loans to small nonprofits across the country, we intend to support positive change one community at a time.
Record The Journey & Rebelle Rally
MMNA's first Community Utility Vehicle loan recipient was veterans' charity Record the Journey (RTJ). Founded by Rachael Ridenour, a U.S. Army combat veteran with 31 years of service, RTJ conducts outdoor photo adventure experiences for military veterans and their families to help them process their military and combat experiences and successfully transition to civilian life.
The partnership with RTJ kicked off in dramatic fashion when Ridenour teamed up with Karah Behrend, a seven–year U.S. Air Force veteran who had to medically retire after losing the use of her lower extremities and parts of her hands to a degenerative neurological disease. Together, the two participated in the 2019 Rebelle Rally, the first all–women's off-road navigation rally raid in the U.S. and the longest competition of its kind in the lower 48 states. Behind the wheel of a minimally modified 2018 Mitsubishi Eclipse Cross, Behrend became the first adaptive athlete ever to participate in the Rebelle. Team Record the Journey earned second place in the CUV competition class and was honored by their fellow competitors with the Team Spirit award.
Record the Journey will continue to use their Eclipse Cross – affectionately known as "Rosie the Riveter" – as a support vehicle for charity programming with other veterans and their families as well as various promotional activities.
Mitsubishi tackles road safety
Car crashes are the number–one cause of death among teens in the United States, and Mitsubishi Motors wants to do something about it. Recently, MMNA and its Nashville–area dealers assembled a fleet of Community Utility Vehicles to host the first ever Mitsubishi Road Safety Rally for teens and their parents living near MMNA's new corporate home in Franklin, Tennessee.
Working with a nationally recognized nonprofit organization that conducts a multitude of advanced driver training programs across the country each year, Hallmark Mitsubishi of Madison, Tennessee and Tim Short Mitsubishi of Clarksville, Tennessee helped to train dozens of teens and their parents to be safer behind the wheel. Each session included 30 minutes of classroom time followed by more than three hours behind the wheel of new 2020 Mitsubishi Outlander Sport and Eclipse Cross models with professional instructors. The curriculum included Distracted Driving Awareness, Panic Braking, Crash Avoidance, Dropped–wheel/Off-road Recovery and Car Control/Skid Recovery.
Creating value through CSR
Mitsubishi Motors is working together with local people and NGOs across the world to voluntarily and actively make efforts to support the activities of society and contribute to the development of healthy, sustainable communities.
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