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Honda exclusive to McLaren at least until 2017

Next year Honda will return to Formula One after a seven-year absence, bringing the first Japanese automaker to compete in the top-tier racing series back into the fold. But though it started in 1964 much as it ended in 2008, running its own team (much like Ferrari and Mercedes do today), its new F1 program will see it revert to engine-supplier status (like Renault did when it sold its team to Lotus).
The arrangement will be exclusive to McLaren for the 2015 Formula One World Championship. But what fans and insiders alike have been wondering is how it might expand after that. Well, now we have at least part of the answer.
According to the F1 business insiders at Pitpass, Honda motorsport chief Yasuhisa Arai told a group of journalists at this past weekend's race in Shanghai that the deal with McLaren will be exclusive not only in 2015, but also in 2016. In other words, it won't be until 2017 at the earliest before Honda might begin supplying engines to any other teams, if at all.

2015 Honda Fit

The last time we left our subcompact hero, the plucky Honda Fit was getting a bit long in the tooth. But the second-generation model was still holding its own rather well, and for the enthusiast on a tight budget who wanted it all, it remained the car of record in its class. If you desired an endlessly practical and reliable little hatch that was fun to drive, it didn't get much better than the Fit. Even with nearly every competitor having been fully freshened since the model's introduction in 2009, the Honda managed to fight off also-ran status simply because of how incredibly functional and great to drive it was. Long story short: we loved this car.
Of course, there were a few caveats to the Fit's superhero status. It wasn't particularly fuel efficient, only mustering up, at best, 33 miles per gallon on the highway in a segment where 40-mpg quickly became the new benchmark. What's more, its onboard technology and infotainment was seriously showing its age. While we'd praise the Fit's behind-the-wheel goodness all day long, this shining beacon of great steering and suspension tuning never proved to be all that wonderful for long-distance highway cruising.
Now, say hello to the 2015 Fit, hitting dealerships this spring. Worry not - it's still clever as ever from a packaging standpoint, and comes fitted with lots of newness both inside and out. It's a far more competitive vehicle than its predecessor, and has everything it takes to fight even the toughest of classmates. But just as before, our recommendation doesn't come without a few caveats.

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.