Honda Brings Campaign To Life On Float

Honda will bring its latest brand campaign to life aboard its Rose Parade float. 

Themed “Forever Determined,” the float showcases Honda's commitment to making people's lives better by constantly advancing mobility through innovative technology and sheer determination.

It marks the 13th time that Honda has led all floats as presenting sponsor of the Rose Parade.

Honda will kick off the 134th Rose Parade on Jan. 2 with its float serving as the stage for the "Opening Spectacular" for the first time.

Like the TV spot from RPA that influenced it, the float highlights new initiatives from Honda, from the road to the racetrack to the skies.

Honda is pursuing the global goal of carbon neutrality for all products and corporate activities by 2050, including a vision for 100% electrified vehicle sales in North America by 2040.

The Honda products featured on the float aim to showcase the company's innovative technology. They include the Prologue, Honda's first all-electric SUV, arriving in 2024, as well as the electrified Acura ARX-06 race car and a Honda electric motorcycle. 



Flying high are the HondaJet Elite II, the highest-flying aircraft in its class, and the Honda eVTOL, a product of the future. The electric vertical take-off and landing aircraft will fly on a new layer of the sky that is much closer to the ground than the existing layer used by airplanes and is part of Honda's future "mobility ecosystem." The float also is powered by a specially configured 3.5L V6 engine from Honda.

Honda and the Pasadena Tournament of Roses have worked side-by-side for more than 60 years.

Honda first collaborated with the Tournament of Roses to provide two-wheeled vehicles for the 1962 parade. Honda continues to supply two-wheeled and side-by-side (multi-utility) vehicles for parade operations. 

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