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Camouflage is a technique which has made its way through the Darwinian Scheme of Evolution, starting from ancient creatures and reaching present time marketing strategies. In order to look “greener”, automotive manufacturers use a plethora of tricks, ranging from planting trees to supporting cycling championships. Honda seems to fancy the last one, as its UK arm has announced that it is extending its partnership with the country’s cycling world through the introduction of multiple partnerships with The Tour of Britain, The Halfords Tour Series and World Champion Ed Clancy.
2010 is the second year when Honda is the official partner of The Tour of Britain, the UK’s top cycle race that attracts over 1 million spectators each year. The carmaker will provide 50 support vehicles for the race, with the fleet consisting of UK-built Civic compacts and CR-V SUVs as well as fuel-saving Insight hybrids.
The automotive producer will also provide automotive support for The Halfords Tour Series, a city racing event that takes place between May 25 and June 25.
In addition to that, Honda will continue its partnership with Ed Clancy, who took the Omnium Gold title earlier this week in the Track Cycling World Championship in Copenhagen. Clancy’s daily ride is a not-too-green 200 hp Honda Civic Type R hot hatch, but let's say he can be forgiven as he is such an important figure in a green sport (let's say that he compensates for every driven mile with a pedaled one).
"We are delighted to continue working with the organizers of The Tour of Britain and Halfords Tour Series to deliver an exciting series of cycling events this summer. These associations will provide a great opportunity for our network of dealers to engage with their local communities through a positive, family-orientated sport," said Sarah Fowler, Partnerships and Community Relations Manager for Honda UK.
2010 is the second year when Honda is the official partner of The Tour of Britain, the UK’s top cycle race that attracts over 1 million spectators each year. The carmaker will provide 50 support vehicles for the race, with the fleet consisting of UK-built Civic compacts and CR-V SUVs as well as fuel-saving Insight hybrids.
The automotive producer will also provide automotive support for The Halfords Tour Series, a city racing event that takes place between May 25 and June 25.
In addition to that, Honda will continue its partnership with Ed Clancy, who took the Omnium Gold title earlier this week in the Track Cycling World Championship in Copenhagen. Clancy’s daily ride is a not-too-green 200 hp Honda Civic Type R hot hatch, but let's say he can be forgiven as he is such an important figure in a green sport (let's say that he compensates for every driven mile with a pedaled one).
"We are delighted to continue working with the organizers of The Tour of Britain and Halfords Tour Series to deliver an exciting series of cycling events this summer. These associations will provide a great opportunity for our network of dealers to engage with their local communities through a positive, family-orientated sport," said Sarah Fowler, Partnerships and Community Relations Manager for Honda UK.
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