Highlights

Honda F1 team replaces branding with eco-awareness

(Reuters)
Updated: 2007-03-01 10:22

The Honda Formula One team are to replace advertising and sponsor logos on their car this season with a giant picture of the Earth to raise awareness of environmental issues.

"Climate change is probably the single biggest issue facing the global community and F1 is not immune from it," team boss Nick Fry said in a statement on Monday.

"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."

The team said that, through the Web site www.myearthdream.com, anybody could have the opportunity to have their name on the RA107 car by making 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," it said.

"Each name will be visible on the Web site when you make the pledge or under the microscope on the car."

Honda, who bought the BAR team from founders British American Tobacco two years ago, had cigarette brand Lucky Strike as title sponsor in 2006.

Universal Music and Gatorade were the first global brands to join the team in the new concept while existing sponsors were also enthusiastic, the team said.

"The Honda Racing team will work closely with global environmental charities to develop Honda's existing environmental ethos within the world's most high-profile motor sport," it added.

The season starts in Australia on March 18.

NEW IMAGE

Formula One's governing body and the major carmakers who dominate the sport are eager to scrap gas guzzling stereotypes and present a new environmentally-aware image.

That is no easy achievement, with even the most fuel efficient 2.3 litre V8 F1 engines burning through some 50 litres per 100km.

The same engines are reduced to little more than scrap metal after about 1,400 km of use.

International Automobile Federation (FIA) president Max Mosley said last year that Formula One had to address global concerns by embracing new energy-saving technologies.

"We believe that practical solutions can stem directly from engineers working on our F1 programme," Fry said.

"Honda has a huge desire to challenge for this year's 2007 F1 world championship," added Honda Racing team chairman Yasuhiro Wada in a statement.

"We hope this year will be a successful and exciting season. Equally we intend to give something back in the form of our new environmental F1 concept."