From "Getting There" to "Being There"

The value of a vehicle is not defined only by where it can take you. The real story begins when you arrive.

Mitsubishi Motors has long believed that vehicles should be more than just a means of transportation. They should also inspire people to take a step forward toward new experiences. Since 1991, Star Camp has embodied this belief. Through outdoor experiences shared with family and friends, the event has continued to show that the true value of a vehicle lies not only in reaching a destination, but in the possibilities that open up beyond it.

In 1991, several hundred families gathered at a ranch in the Nobeyama Highlands in Nagano Prefecture. Amid the natural beauty of the 1,300-meter-high plateau, families pitched tents, gathered around campfires, and gazed up into the night sky.

What unfolded there was not simply a camping event. The program, launched that year as Star Camp Grounds (now known as Star Camp), was a place where Mitsubishi Motors presented a new idea: a vehicle is not just a tool for getting from one place to another. It can also open doors to the experiences that await beyond the drive.

The year 1991 was also a major turning point for Mitsubishi Motors. New models such as the second-generation Pajero, RVR, and the second-generation Chariot were introduced one after another, joining the Delica Star Wagon to create a full lineup of recreational vehicles (RVs). With these vehicles, Mitsubishi Motors was beginning to establish itself as a brand with a distinctive strength in outdoor lifestyles.

It was also a time when the Dakar Rally was gaining popularity. The Pajero, conquering harsh deserts and rugged terrain, drew widespread attention and helped establish Mitsubishi Motors' reputation for building 4WD vehicles capable of tackling the toughest roads. The Pajero's popularity was driven by more than the RV boom alone. People trusted and admired it as a vehicle that could take them virtually anywhere.

Star Camp was born from a desire to extend the value of that trust in off-road performance beyond the journey itself, to the experiences, connections, and memories that could be created at the destination.

Specifically, the event had two major objectives. One was to strengthen the association between Mitsubishi Motors and RVs. The other was to demonstrate that a vehicle could be more than just a means of transportation, playing a role to support the entire outdoor experience. Rather than simply promoting performance and specifications, Mitsubishi Motors wanted people to experience the value for themselves.

At the same time, Mitsubishi Motors vehicles themselves were evolving. Models such as the Pajero retained the capability and durability expected of authentic 4WDs, with the strength required to perform in extreme environments, while also becoming more accessible to drivers without specialized skills. Their value lay not simply in the ability to tackle rough roads, but in giving people the confidence to venture into nature and discover new worlds on their own.

Star Camp was also a way to communicate this Mitsubishi Motors philosophy through actual outdoor experiences and various activities.

Society itself was also beginning to change significantly. From the late 1980s, outdoor culture was gradually spreading in Japan. Camping began to take root as a leisure activity for families, rather than something limited to enthusiasts. More people were finding value in spending time in nature and in experiences that allowed families to connect away from the city. Star Camp was a pioneering program that recognized this shift from an early stage.

In the early 1990s, camping was generally seen as a leisure activity defined by a few familiar elements such as building fires, preparing meals, and sleeping in tents.

Star Camp expanded that definition. Beyond camping itself, the event invited participants to experience the many possibilities of outdoor life and the broader world that opens up when they set out by car. Through these experiences, Mitsubishi Motors sought to help customers develop a deeper appreciation for its vehicles and the brand behind them.

To bring this vision to life, the event offered a wide variety of activities, including paragliding, canoeing, 4WD test drives, stargazing, and live music.

"For children, we create opportunities to try authentic outdoor activities such as chopping firewood and building a fire," Takeuchi explains. "It is not meant to be just another recreational activity. What we value is the experience of truly living in nature."

The same spirit of stepping away from everyday life is reflected in the activities for adults as well .

"It feels incredibly refreshing, and it's popular with parents, especially mothers. The campfire is another activity that both adults and children look forward to."

Yujiro Murota, who has been involved in planning and operating Star Camp in the Domestic Product Strategy Department since 2025, says the way participants spend their time is also one of the event's defining features.

"We offer a variety of activities from morning to evening, but people don't have to join all of them," Murota says. "Participation is completely optional, and families are free to simply relax and spend time together."

Rather than offering a fixed set of experiences, Star Camp encourages participants to create their own experiences in their own way. This freedom is one of the reasons why the event has earned lasting support over the years.

Another essential part of the program, and one that is distinctly Mitsubishi Motors, is the off-road driving experience.

"One thing we always include is the opportunity to test-drive Mitsubishi vehicles off-road," Murota says. "Participants can drive vehicles such as the Delica D:5 and Triton on specially prepared forest-road and full-scale off-road courses. A dedicated setup that allow drivers to tackle steep inclines of up to 45 degrees is particularly popular."

"By offering participants the chance to drive on roads they would not normally encounter, even customers who already own Mitsubishi Motors vehicles rediscover their capabilities, often saying, 'Mitsubishi Motors' 4WDs really are impressive' or 'They're tough and reassuring.'"

Through these hands-on experiences, participants can understand aspects of 4WD performance that are difficult to fully convey through catalogs or videos alone. Behind that experience is Mitsubishi Motors' confidence in the four-wheel control technologies it has refined over many years.

At the same time, the value Mitsubishi Motors wanted to communicate was not simply the ability to drive on rough terrain.

Because of advanced four-wheel control technology, drivers can travel long distances comfortably on highways and reach their destinations with confidence. Even after leaving paved roads behind, they can venture into nature without anxiety. It is this sense of reassurance that encourages people to travel to new places with family and friends and embrace experiences they may have never tried otherwise.

Mitsubishi Motors' four-wheel control technologies are not just for overcoming difficult roads. They are designed to help protect families while expanding where people can go and the experiences they can enjoy.

For years, Star Camp has continued to bring this value through real experiences.