Monday, March 19, 2007

Honda - Our Car is Your Car

This is priceless. Honda's statement on their new Formula One racing car takes the entire biscuit tin for pure bare-faced cheek.

"The Honda Racing F1 Team today announced a major new initiative for the 2007 Formula 1 season. To help raise awareness of the environmental issues facing the planet, the RA107 F1 car will simply feature a huge image of earth, in place of the advertising and sponsor logos which have featured and dominated all other F1 cars for decades. The car's new look is a powerful call to action for fans, sponsors, customers and members of the public to join Honda's commitment to help address the environmental issues facing the world."

So, to counteract the polluting effects of their F1 car, they have added a, err, nice new logo to the car?

Via the website anyone who wishes, will have the opportunity to have their name on the car, make a pledge to make 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 you make the pledge or under a microscope on the car.

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."

Yes, Nick. If that's what you really believe, then don't race!

A few F1 stats for those who forgot;

  • F1 cars are powered by a 2.4 litre V8 engine capable of generating 750bhp.
  • The engines produce 1,750kW of heat per minute that must be dumped into the atmosphere.
  • The exhaust will generate temperatures of 1,000 degrees Celsius.
  • The cars consume 75 litres of fuel per 100km traveled or 3.1 miles per gallon (contrast with a typical SUV which consumes 25mpg of fuel).
  • Over the course of the Melbourne GP, this equates to 70 gallons of fuel!
  • The cars are capable of reaching 200kph in an astonishing 3.9 seconds.
This is the corporate equivalent of Philip Morris building a cancer research facility. If anyone needs further proof that this is corporate marketing spin of the most cynical nature, Tim Blair has unearthed (no pun intended) who is behind Honda's new 'message'.
Enter one Mr. Simon Fuller, creator of the Spice Girls.