By Kimatni D. Rawlins
The Driving Force equips NCCU students with the tools and resources necessary to pursue career interests in automotive media, communications, and public relations.
Today was full of gratitude as we visited North Carolina Central University (NCCU) to recruit HBCU students for our automotive internship program, The Driving Force (TDF). With support from Professor Brett Chambers, we connected with NCCU students and presented career development opportunities at Stellantis. As these young women and men prepare to become America’s next leaders, presidents, and thinkers, it is essential to provide them with the tools and resources to support their educational growth.
The unique partnership pairs the Department of Mass Communications at NCCU and Stellantis, an automobile manufacturer dedicated to corporate and consumer diversity initiatives. Now in its 5th year, the Michigan-based automaker’s sponsorship of TDF continues to open doors for graduates and visionaries aspiring towards corporate life.
“Each cohort in The Driving Force internship highlights the wealth of HBCU talent poised to drive the future of PR and media,” stated Marcus Amick, Internship Instructor/Facilitator, Freelance Automotive Writer, and host of The Culture Lane podcast.
The NCCU Educational Program
The 10-week internship is designed for students interested in the mobility industry utilizing tools and resources necessary for scholastic ascension. It further incorporates instruction on producing editorial and video content, public relations campaigns, and corporate communications language, as articulated by Stellantis’ executive presenters, who highlighted advancement opportunities within the sector.
“Holland’s story was not just inspiring but also grounding. It reminded me that growth takes time, community matters, and the impact you make will always be more important than the title you hold,” wrote NC Central student, Taylor Emerson, regarding the session presentation by Lottie Holland, Stellantis’ VP of Engagement & EEO Compliance and Philanthropy.
TDF was created by Kimatni D. Rawlins, Founder and Publisher of Automotive Rhythms Communications and Greg Morrison, CEO of Griotworks, Inc., following conversations between automakers and TDF regarding increased programming for deserving but often neglected HBCUs. A renewed focus on the growth of minority representation across all auto industry professions was a core tenet of this year’s curriculum. The 2026 spring TDF was led by Marcus Amick and NCCU alumna Caroline Carter, who excelled in the inaugural TDF internship.
TDF spotlights interns who reflect vocations as broadcast journalists, PR professionals, and communications pundits across all industries. Additionally, our interns showcased their aptitude and skill sets by creating unique projects, including written vehicle evaluations, marketing campaigns, and advertising promotions. They subsequently promoted their work on various social platforms.
In-Person Gathering at Sports Durst
It was such a pleasure meeting our Driving Force NCCU interns in person. As part of our ongoing spring program, we gathered at Sports Durst in Durham, NC, where students explored an array of Jeep vehicles including the Wrangler and Wagoneer from partner and sponsor Stellantis. The informational get-together and hands-on experience encouraged students to showcase their content-creation, collaboration, and communication skills.
“This experience strengthened my interest in pursuing a career in communications and gave me a clearer understanding of how my skills can contribute within a large, global company,” wrote intern Carmen Jones in her assessment of the program.
LL Cool J and the 85th Anniversary of Jeep: Don’t Call it a Comeback!
Looking ahead, a key assignment for the students was to analyze the synergy between Jeep and a well-known entertainer who continues to set trends. If you are a fan of James Todd Smith, professionally known as LL Cool J, you are familiar with his infectious verse, “don’t call it a comeback, I’ve been here for years,” from the 1991 track “Mama Said Knock You Out.” Similar to the NY rapper, Jeep has been on the scene since 1941, so anything the iconic lifestyle SUV brand executes is not new, just reinventive!
LL is a brand ambassador for the American-born-and-bred adventure utility, so it was a perfect alignment to leverage his storied legacy and bring the automaker closer to urban auto enthusiasts. I personally know over 30 fanatics with custom Wranglers and a handsome number of Cherokee owners. The go-anywhere utilities are versatile, elusive, and adventurous. Thus, with 2026 representing Jeep’s 85th Anniversary, the brand architects have reimagined both the 2026 Cherokee and the distinguished 2026 Grand Cherokee.
The students were surprised to speak with Jeep and Stellantis executives—including Daniel Wallace, who spearheaded the LL Cool J campaign.
Final Thoughts and Reflections
I spend most of my time with difference makers, and that’s our youth. Their creativity, drive, and resilience are reminiscent of my educational and cultural roadmap as I navigated America with limited resources. Thus, when opportunity presents itself, use it to your advantage. And our NCCU students have done just that.
“I learned that success in industries like marketing and engineering stems from an openness to growth, understanding your audience, and taking chances even when the path forward is not completely clear,” wrote intern Alyssa Johnson, regarding the speaker session featuring Rajoielle “Raj” Register, Senior Vice President and Chief Marketing Officer at Stellantis North America.
The Driving Force automotive media and communications internship continues to provide educational, mentoring, and career insight to students from Historically Black Colleges and Universities, including NCCU.
As I always say, “each one, teach one!”
