Corporate / ASIMO
Honda's Float will Lead 2011 Rose Parade
Today Honda revealed its 2011 Rose Parade® float entry called "A World of Dreams," which will lead the 122nd Rose Parade and introduce this year's Parade theme, "Building Dreams, Friendships and Memories," on Saturday, Jan. 1, 2011, at 8 a.m. PST. The 2011 Rose Parade marks Honda's 50th year of collaboration with the Tournament of Roses®.
"Honda and the Tournament of Roses have had a unique, community-oriented and long-term relationship," said Bill Flinn, chief operating officer, Tournament of Roses. "Honda always brings a great amount of creativity and innovation to their Rose Parade entry, and we are excited to have their float kick off the parade this year."
On New Year's Day, parade-watchers will witness a 35-foot fairy-tale castle come to life as a drawbridge is lowered to reveal a royal carriage that introduces the Parade theme. The castle will also include a spectacular pyrotechnics show to signal the beginning of the New Year.
This year, Honda and the Tournament of Roses will utilize Honda's advanced environmental technologies to help the parade function more efficiently and reduce its carbon footprint. For the first time, Honda's float will be propelled by a specially-configured hybrid, low-emission engine.
"Honda has worked with the Tournament of Roses for the past 50 years to bring tradition and entertainment to parade viewers and the local community,' said Stephan Morikawa of American Honda Corporate Community Relations. "The Rose Parade is our opportunity to wish everyone watching around the world a happy New Year."
The Honda float includes a variety of flowers, plants and seeds that will later be ground up for mulch after the parade activities are concluded. The walls of the castle are created with a mix of fine ground white rice and everlasting. The roofs of the turrets are covered with shiny silverleaf and decorated with fine cut strawflower, while the windows are made up of small individual beans, sesame seeds and hot pink and purple statice. The carriage is "painted" with ground rice, strawflower and onion seed, with wheels of everlasting, white China chrysanthemum and white beans. Inside the carriage, Honda's humanoid robot ASIMO is covered with nori seaweed, poppy seed, lettuce seed and fine ground white rice. The gardens surrounding the castle are covered with light orange, dark orange, lavender, light pink and hot pink roses and daisies.
Honda first collaborated with the Tournament of Roses in 1961 to provide two-wheeled vehicles for 1962 Parade operations. Honda has been a float participant in the Rose Parade since 1977 and has also served as the official Tournament of Roses vehicle since 1994.
As presenting sponsor, Honda's float will lead the Parade and introduce the theme every year. It will not be a commercial entry and will not be part of the judging process. Honda's floats have won awards 15 of the past 16 years.
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 and automobiles in 1982. With nine U.S. plants, Honda has invested more than $12.7 billion in its U.S. operations. The company employs nearly 25,000 associates and annually purchases $12 billion in parts and materials from more than 530 U.S. suppliers. Honda vehicles are manufactured using domestic and globally-sourced parts.
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