Honda Leads Parade of Roses

The Rose Parade, a century-old festival of flowers, music and sports, is an event featuring flower-covered floats, marching bands and, of course, a high-profile college football game.

Honda, which sponsors the parade, introduced this year's parade theme, called "Building Dreams, Friendships and Memories", which helped cultivate some magnificently imaginative entries and delivered much wonder to the crowds of thousands that came to watch.

“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.”

This year was no different, when Honda's entry, a 35-foot fairytale castle, dropped its drawbridge to reveal a royal carriage amidst a fantastic fireworks show. Even more impressive was the fact that Honda used a hybrid, low-emission engine to power the float, signaling to the world that efficiency doesn't have to mean compromise.

“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.”

In fact, the whole float was designed from the ground up to be as biodegradable as possible. The walls were formed with a mix of fine ground white rice and everlasting, which is a kind of strawflower. The windows, castle turrets and everything else were also a mix of low-carbon-footprint materials.

As the sponsor, Honda has the honor of leading the parade and introducing the theme each year. Though Honda is not part of the judging process, its entry again won awards this year, making it a winner a total of 16 out of 17 years. Congratulations, Honda!

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