The brand’s action seeks to include the feminine noun in everyone’s daily lives with the same strength as the masculine noun
Mitsubishi Motors managed to change the Portuguese language by correcting what, for the brand, was a historical error: the meaning of the word pilota which, for years, had a totally negative connotation, meaning “defeat”, “setback”, “damage “, “loss”.
Following a manifesto promoted by the brand that began on International Women’s Day and mobilized thousands of people on social media, the Michaelis dictionary recognized that the word pilot refers to “one who drives a vehicle in automobile tests and competitions”, “one who drives an aircraft or vessel” and “one who is in command and exercises direction of something”.
The action reinforced the importance of women’s participation in Brazilian motorsport and seeks to include the feminine noun in everyone’s daily lives with the same strength as the masculine noun. Being a pilot says about the right to learn, make mistakes and be recognized, without the stigmas associated with the word “woman”.
The recognition of the word “pilot” goes beyond the dictionary and seeks to highlight the essence of women who compete in the most diverse tracks of motor sports.
To further reinforce its positioning, the 2024 Mitsubishi Cup season, which started in March, also has a team made up entirely of women. The action is part of the FIA Girls on Track project, a movement by the International Automobile Federation for inclusion and women in sport, in all positions involving a competition team.
