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Honda to lead Rose Parade with hybrid tech

What are you doing New Year's Day? We're probably going to watch Urban Meyer's retirement bash the Rose Bowl, but we love a nice parade, too. To kick the day off, Honda will be leading the 130th Rose Parade with its own float, an Insight hybrid and an Acura RDX crossover. Not only will Honda be celebrating the new year, it'll also celebrate its 60th anniversary in the U.S. As such, the main float will be shaped like a 25-foot-tall birthday cake. And 60 band members from the historically black colleges and universities' marching bands — which recently took part in a battle of the bands sponsored by Honda — will represent the candles on the cake. It'll also be decorated to re-create the look of the automaker's first storefront in Los Angeles. The float will be called "Celebration of Dreams," a fitting title for a company whose founder Soichiro Honda famously said, "The day I stop dreaming is the day I die." (The first thing you see when entering the amazing Honda Collection Hall at Twin Ring Motegi is a large, circular glass sculpture with the word "Dream" and Soichiro Honda's signature). For the parade, the Honda Insight will serve as the official pace car, while the Acura RDX will play the role of sound car. The float itself will be propelled by a modified Honda hybrid powertrain. The main float will be flanked by five "satellite" floats, each representing facets of the company. These will include a Honda Super Cub motorbike; a floral representation of a 1975 Civic CVCC; a float with crash test dummies and an arch with five stars to represent safety; a Honda Accord, which is built in the U.S.; and a float incorporating elements from the HondaJet to represent the future. The Rose Parade broadcast begins bright and early at 8 a.m. Pacific on Jan. 1. Check out the rendering at the top of the page to get a sense of what to expect. Related Video:

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

2019 Acura RDX undercuts rivals with base price of $38,295

The all-new 2019 Acura RDX will hit dealers on June 1, 2018, and it'll come with a window sticker bearing a base price of $38,295. That's for a front-wheel-drive RDX; adding all-wheel drive brings the base price to $40,295. Standard equipment includes the AcuraWatch safety and driver assistance package, which bundles automatic emergency braking, adaptive cruise control, lane keeping assist, and road departure mitigation. All RDX models, regardless of trim, are powered by a 2.0-liter turbocharged four-cylinder engine that sends 272 horsepower and 280 pound-feet of torque through a 10-speed automatic transmission to the drive wheels. That's more power than rivals like Audi Q5, BMW X3, Mercedes-Benz GLC300, and Volvo XC60, all of which are cited by Acura as key competitors in the small premium crossover segment. The EPA has given the 2019 RDX estimated fuel mileage ratings of 22 city, 28 highway, and 24 combined, or 21/27/23 with all-wheel drive. That's better than the AWD 2018 RDX's 19/27/22 rating, but under the class-leading 22/29/25 figures of the BMW X3, though the Bimmer has less horsepower and torque than the RDX. Perhaps even more important than the low-for-its-class starting price is the reasonable increase in cost as the trim level rises. Opting for an RDX with the Tech Package will cost $41,495 and bring with it navigation with real-time traffic, perforated leather seating surfaces, an ELS Studio audio system with 12 speakers, blind-spot monitoring, rear cross-traffic monitor, and front and rear parking sensors. The new RDX A-Spec package branches off the Tech trim level and adds sportier styling with blacked-out accents replacing chrome, 20-inch wheels, 4-inch exhaust tips, an ELX Studio audio system with 16 speakers, heated and ventilated seats, LED fog lights, and sport seats trimmed in leather and Ultrasuede. A red interior package is optional. At the top of the RDX pyramid sits the Advance trim for $46,395. That model gets cool stuff like a high-tech adaptive damper system, 16-way power driver and passenger seats (heated and cooled up front and heated in the rear), a head-up display, surround view camera, genuine wood trim, and a hands-free power tailgate. It's worth noting that since the A-Spec is based on the Tech and not the Advance trim it's not possible to get the adaptive dampers or fancy front seats packaged with the sportiest-looking RDX model. Here's hoping those bits are added as A-Spec package options at a later date.