The Confidence and Joy That Lead to the Next Adventure

Star Camp is a place where the value of a vehicle is not explained, but experienced. Out in the open air, participants experience firsthand the performance and reassurance that Mitsubishi Motors vehicles can provide. With that reassurance comes possibility - the confidence to go further, the curiosity to try something new, and the anticipation of moments that await with family and friends. As these experiences accumulate, confidence grows, turning inspiration into action and leading people toward their next adventure.（ReadPart 1）

The value of Star Camp lies not only in the activities offered during the event. Its deeper value is found in what happens afterward, when the experience inspires people to take their next step and discover something new.

Naoko Takeuchi of the Domestic Product Strategy Department, who is involved in planning and operating Star Camp, has experienced that change herself.

"I wasn't originally someone with a strong interest in camping," Takeuchi says. "But when I saw families participating with very young children, I was surprised. I thought, 'Even children that young can enjoy this.' From the following year, I started going camping with my own family. Just as I took that first step, I hope our customers who join us at Star Camp feel the same way. Seeing people enjoy themselves can make others think, 'I want to try that too,' or 'I want my child to have an experience like that.' That's what matters most."

The Star Camp experience inspires the next step. This cycle has been one of the driving forces that has sustained Star Camp over the years.

This is how Takeuchi describes the relationship between Star Camp and Mitsubishi Motors vehicles.

"There are things people might not normally have the opportunity to do, but a Mitsubishi Motors vehicle can make them possible. Driving a Delica might make you want to go camping or take your family on a trip. We want our vehicles to provide that encouragement, and I believe Star Camp can be the spark that inspires people to take that step."
Yujiro Murota, also of the Domestic Product Strategy Department, says that Star Camp became an opportunity to rediscover what makes Mitsubishi Motors vehicles so compelling.

"A Mitsubishi Motors vehicle gives you the confidence to travel long distances and the peace of mind to venture further into nature. That sense of trust is what leads people to think, 'Where should we go next?' To be honest, I may not have truly grasped what Mitsubishi Motors was all about until then. It was only after participating in Star Camp and seeing customers enjoying themselves together with their vehicles that I felt I understood for the first time."

The experiences people gain at Star Camp stay with them as lasting memories.

Murota recalls one comment from a survey that left a particularly strong impression on him.

"A family told us that on the drive home, their child said, 'I'll never forget this.' Hearing comments like this makes me feel that this event is more than just a one-day event. It becomes part of that person's own story. If the memories made here at Star Camp also help keep Mitsubishi Motors in our customers' hearts and minds, that would make me very happy."

At Star Camp, the experience does not only connect people with their vehicles. It also brings customers closer to one another. "Delica owners in particular really look forward to connecting with one another," Takeuchi says. "If they happen to park next to each other, they become friends almost immediately."

And these connections don't end there.

"Some people say that if they see another Delica parked at a highway rest area, they will deliberately park next to it and start a conversation. They compare customizations, and from there, often connect on social media. At Star Camp, we also hold a photo contest, where customers share their photos on their own social media channels. These posts spread, and people who see them often think, 'That looks like fun.'"

In this way, the connections formed around a vehicle can also reshape the value people find in vehicles themselves.

"When we interview Delica owners, the phrase 'a trusted companion' comes up very often," Takeuchi says. "People give their vehicles names or take photos with them. For many, it feels like part of the family."

She says many people begin taking photos with their vehicle after switching to a Delica. "It feels like their vehicle has become more than just a means of transportation. It has become a companion they enjoy spending time with."

The role of Star Camp itself has also evolved. In the beginning, it played an important role in building recognition of Mitsubishi Motors as a brand closely associated with RVs and outdoor driving. Today, it has increasingly become a place for strengthening the connection with customers.

"Rather than serving primarily as an event to attract new customers, I believe it has become a place where participants grow even more fond of Mitsubishi Motors," says Takeuchi.

This shift can also be seen in the way Star Camp is organized. Beginning in 2025, participation was limited exclusively to Mitsubishi Motors vehicle owners. Murota recalls how customers responded.

"We received many comments from customers saying, 'I felt that Mitsubishi Motors truly values us as customers,' 'It was good to feel a sense of unity,' and 'It made us feel like part of a community.'"

By bringing together people who share the same brand, Star Camp has evolved from a place where people learn about the brand into a place where people share the Mitsubishi Motors brand with one another.

Since its launch in 1991, Star Camp has continued to explore one essential question: What can people discover, enjoy, and share at the places they reach by car? While the answer has evolved with the times, the idea behind it has remained the same.

What awaits beyond that first step made possible by a Mitsubishi Motors vehicle? The answer lies in the experiences of each customer who takes part in Star Camp. These experiences become family memories, and those memories lead to their next adventure.

Takeuchi reflects on what Star Camp means to her. "What we always keep in mind when operating Star Camp is whether participants feel inspired to take a new step forward. A Mitsubishi Motors vehicle can open the way to places people have always wanted to go and encourage them to try things they have always wanted to do. Creating that opportunity is extremely important. I believe Star Camp exists for that purpose."

Murota adds, "I believe Mitsubishi vehicles are more than transportation alone. They can add richness to the time people spend in their everyday lives. Star Camp is where people can truly feel that."

The question is not simply where a vehicle can take you. It is what becomes possible because of it. This is the simple yet fundamental value that Star Camp has continued to demonstrate over the years. And it is this value that lies at the heart of what makes Mitsubishi Motors unique.