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Honda’s Rose Parade Float to Transform


Company Employees and Their Families Put the Final Touches on Honda’s Entry

Today Honda ( gave its associates (employees) a sneak peek at the company’s Rose Parade float that will transform right in front of the millions of viewers watching the 119th Rose Parade ( around the world on Jan. 1, 2008. One of the parade’s longest-running corporate sponsors, Honda annually gives associates the opportunity to put the final touches on the latest float creation called “Passport to the Future,” complete with strawflower, flax seed and, of course, roses.

On New Year’s Day, parade-watchers will witness a Honda Ridgeline-inspired truck rising from the bed of the float in a cloud of mist, become an airborne craft and ’blast off’ with a replica of ASIMO, Honda’s advanced humanoid robot, at the controls. Using Honda generators to transform, the hood of the truck will fold forward to become an aircraft cockpit, the doors and sides of the truck will unfold outward to become wings, the wheels will tuck under the body, and the bed of the truck will open and take on the form of an aircraft tail section, complete with rocket engines - and even real fire.

“When it comes to creativity and innovation, you can always count on Honda to make the Rose Parade spectacular,” said Bill Flinn, chief operating officer, Tournament of Roses.

The Honda float was built by Phoenix Decorating and includes a variety of flowers, plants and seeds that are later ground up for mulch after the parade activities are concluded. The body of the truck is covered with fine cut yellow strawflower, with accents of red carnation petals; the chrome is created with silverleaf. The inside cab of the truck is decorated with clover seed, onion seed, lettuce seed, poppy seed and ground rice; inside the truck are red chrysanthemums. The plane is covered with strawflower, carnations, silverleaf and black seaweed.

The cactus plants are made up of parsley flakes, with accents of daisies and coco stick “stickers.” The roadway is paved with crushed walnut shell, flax seed and parsnip seed. The deck of the float is covered with roses, daisies, carnations, button chrysanthemums and orchids.

“American Honda is committed to creating products that give people mobility - on both two and four wheels, and soon, in the skies. This year’s float takes a fun and imaginative look at what the future of mobility might hold,” said Steve Morikawa, assistant vice president of American Honda Motor Co., Inc.

Honda Rose Parade entries have captured major awards in 12 out of the last 13 years. Honda is the official Tournament of Roses vehicle. This year, the company will provide 115 vehicles, 166 Metropolitan scooters and 12 generators for use by Tournament of Roses personnel.

The 119th Rose Parade, themed “Passport to the World’s Celebrations,” will take place Tuesday, Jan. 1, 2008 at 8 a.m. (PST).

About Honda
Founded in Japan in 1948, Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda’s first overseas subsidiary. Honda began U.S. production of motorcycles in 1979, automobiles in 1982 and power equipment products in 1984. The company has invested more than $9 billion in its North American operations, with employment of more than 35,000 associates, and annual purchases of more than $17.6 billion in parts and materials from suppliers in North America.


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