From scooters for the pooper scoopers to SUVs for the sound vehicles and VIPs, Honda has kept the Rose Parade running smoothly on New Year’s Day for the past 30 years as the iconic event's “official vehicle” for 30 years. Honda also became the Rose Parade’s first-ever presenting sponsor in 2011. As presenting sponsor for 14 years, the Honda float leads the Rose Parade and showcases the annual event's theme.
Leading the way into 2024 will be “Keep Dreaming” — Honda’s float celebrates its associates who never stop pursuing their dreams to help improve people’s lives, today and tomorrow. The float features a wide range of innovative Honda mobility products for use on the road, the racetrack and into the skies, including a TRX 90 ATV. The ultra-compact and aptly named Motocompacto: eScooter will be zipping alongside the float and throughout the Opening Spectacular musical interlude presented by Honda.
“Our 2024 Rose Parade float highlights some of the company’s most groundbreaking mobility products developed through the innovative technology and sheer determination of Honda engineers,” explains Jessika Laudermilk, Assistant VP of Marketing for American Honda. “Everyone watching the parade will get a preview of our new all-electric vehicles, Prologue and ZDX, ahead of their market arrival along with some of the most extraordinary future Honda endeavors to help people live better.”
Honda first collaborated with the Tournament of Roses by providing two-wheeled vehicles for the 1962 Parade. Honda has been a float participant since 1977 and has provided the official Tournament of Roses vehicle since 1994. Honda continues to supply two-wheeled and side-by-side (multi-utility) vehicles for Parade operations.