Honda Stays True to its Green Brand

Honda has long been committed to the environment and safety and health of its drivers. In fact, it was back in the late '60s when Honda engineers first started reading about the toll pollution has on younger generations worldwide. The reports weren't pretty. Rather, they were quite terrifying.

In 1969, Honda founder, Soichiro Honda, decided to discontinue the company's participation in Formula One Racing so that they could dedicated all of their time, efforts, and resources to the larger issue at hand - protecting youths' health via the development of cutting-edge environmental technologies.

Honda's efforts continue to this day evidenced by more environmental awards and accolades than could be held in one case alone. In 2006, the Japanese automaker claimed they would reduce carbon (CO) levels by 10 percent compared to 2000 levels, by 2010. Did they do it? Of course.

More recently, Honda announced a goal to reduce the company's CO emissions by 30 percent compared to 2000 levels, by the year 2020. Can they do it? We think so.

To build employees' passion, Honda has adopted a most compelling environmental slogan, "Blue Skies for our Children". Not only does it portray images of the happy healthy world the company is striving for, but the dark, gloomy post-apocalyptic environment that might ensue if they, and we as a global community, fail.

Speaking on the origins of "Blue Skies for our Children", Ben Knight, Vice President, Honda R&D Americas, Inc. says, "These words arouse strong emotions in Honda engineers, and take me back to a time four decades ago when the same phrase served as a rallying cry for Honda's first effort to tackle a challenging environmental issue."1

Stay tuned for more news on Honda's environmental initiatives, coming soon. Kuni Honda on Arapahoe, located at 10750 E Arapahoe Road in Centennial, Colorado, is dedicated to keeping you informed.

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