Eight days. More than 1,500 miles. Sixty-five teams of two women. That, plus a lot of driving skills and ingenuity, made up the 2024 Rebelle Rally.
Since 2016, Rebelle Rally has been the United States’ first off-roading rally raid for women — and Toyota is one of its sponsors. This year, seven Toyota teams were equipped with a Sequoia, Land Cruiser, RAV4, or Tacoma to traverse the rugged desert across California and Nevada.
“The Rebelle Rally is not just an adventure,” said Kristen Tabar, group vice president of advanced planning and systems and software development at Toyota Motor North America. “It’s a transformative journey where Toyota team members embrace collaboration, perseverance and innovation.”
What is Rebelle Rally?
During the Rebelle Rally, multiple two-women teams brave the desert for eight days in their vehicles. But speed isn’t the ultimate goal. Instead, participants must use strategy and teamwork to navigate tricky challenges.
No phones or GPS devices are allowed. The women rely on a map and compass to orient themselves for 10 to 12 hours daily, pushing the limits of skill, navigation, and endurance. Completing different challenges gives competitors points, and the team with the most points wins.
Toyota’s participation
Toyota has sponsored Rebelle Rally's Live Webcast for the past three years. The broadcast features updates, participant interviews, and other coverage from the checkpoints, allowing the audience to follow their favorite rebelles.
In 2024, Toyota employees also made up seven teams— up from six teams in 2023. This year also saw Toyota’s debut in the X-Cross class, with the other teams competing in the 4x4 class. The X-Cross class includes four-wheel drive vehicles, while the X-Cross class features two-wheel or all-wheel drive vehicles.
The women drove three Sequoias, two Tacomas, one RAV4, and one Land Cruiser — all synonymous with off-road capabilities.
Through its expansion to seven teams, Toyota hopes to gain real-world insights into how customers truly use their vehicles — especially in a recreational setting. Additionally, participants have a unique opportunity to develop their problem-solving, time management, and communication skills, which can benefit their daily jobs.
2024 Rebelle Rally
Out of 68 teams, Heather Eich and Carla Wright were the highest-ranked Toyota team. They won 14th place in a 2024 Tacoma TRD Pro in the 4x4 class! Wright drove while Eich was the navigator.
Eich described Rebelle Rally as the best game she’s ever played.
“I'm in it for the challenge, pushing past my personal ‘limits,’ experiencing the journey with an incredible community, and having the unique opportunity to disconnect from modern technology,” she said in an interview.
Meanwhile, Wright wanted to share her experience with Toyota’s next generation of female leaders.
“I am inspired every day by the awesome team members that I interact with at Toyota,” she said. “They are strong, resilient, and truly motivated to do the right thing.”
Toyota offers off-roading excellence
For anyone looking for an off-roading adventure, Toyota has you covered. Visit your local Toyota dealership to see what model may be right for you.