REBELS BRAND STORY

In the automotive industry, there exist two positions in which intricate knowledge of how an automobile functions is a prerequisite. The Design Engineer finds his mastery in the theoretical realm. His job is to push the envelope of aerodynamics, challenge the limits of speed, power, and fuel efficiency, and create a blueprint for innovative concepts. 

There is acclaim and prestige in being an engineer, as they redefine the boundaries of physics. However, in the real world, many ambitious designs that look perfect on paper often underperform when executed.

Then there’s the Mechanic, who operates in the realm of practical application. He places little stock in innovative concepts or grandiose ideas. His job is far simpler than that of an engineer—his duty is to fix what is broken. To do this, he must sometimes crawl willingly into cramped, dark spaces and submerge himself in dirt, grease, and grime. Although he provides a vital function in the transportation needs of millions of private citizens, there is little fanfare in being a mechanic. The relevant question is—when your car breaks down on some dark, desolate highway, who do you call?

What makes REBELS special as an organization is that, although its founders lack the esteemed credentials of academia, they possess decades of experience working with individuals from disadvantaged communities. This experience provides valuable insight into various perspectives represented in the urban demographic, allowing the organization to create culturally competent solutions—for the people, by its people.