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F1 sees change in Honda race car for 2007 season
Honda Racing F1 Team launches environmental concept
London, England -- The Honda Racing F1 Team has developed a major new initiative for its 2007 Formula 1 season. To help raise awareness of the environmental issues facing the planet, Honda's RA107 F1 race car will simply feature a huge image of earth, in place of the traditional advertising and sponsor logos which have dominated F1 cars for decades.
The alternative promotion was developed because Honda Racing was not able to obtain a major advertising sponsor for the 2007 season, after losing British American Tobacco sponsorship because of anti-tobacco advertising laws in many countries in which the races are held.
Honda says the car's new look is a call to action for fans, sponsors, customers and members of the public to join the company's commitment to help address the environmental issues facing the world.
“This is an exciting concept for Honda on a global stage,” said Jim Miller, executive vice-president of Honda Canada Inc. “We, as a major sponsor of the 2007 Grand Prix du Canada in June, will partner with the Honda Racing F1 Team to promote its environmental initiatives here in Canada."
Via the website www.myearthdream.com, anyone who wishes will have the opportunity to have their name on the car, make a pledge for a lifestyle change to improve the environment, and make a donation to an environmental charity. Under the concept of "our car is your car," each name will form a tiny individual pixel which will help build the image of planet earth on the car. Each name will be visible on the website when a pledge is made and will be visible on the car with a microscope.
Universal Music and Gatorade are the first global brands to partner with the team in this concept. Existing partners have enthusiastically embraced the idea and all remain involved with the team for the 2007 season. In addition, the team announced that Fila, IBM, Instron, Oliver Sweeney, Perkin Elmer, Showa Denko, TUV and GF Agie Charmilles have joined the roster of team partners and suppliers.
The Honda Racing F1 Team will work closely with global environmental charities to develop Honda's existing environmental initiatives within the world's most high profile motor sport.
According to Nick Fry, chief executive officer, Honda Racing F1 Team, "Climate change is probably the single biggest issue facing the global community and F1 is not immune from it. On the contrary, we believe that F1 with its huge global profile and cutting-edge technology can play an important role in not only highlighting the issues but also playing our part in developing solutions. In addition, F1's sanctioning body - FIA (Fédération Internationale de l'Automobile) - recognizes the opportunity for F1 to showcase innovative technologies for the benefit of society for the long term. For example, by 2009, devices for energy recovery will be in place on the cars.