Honda 2024 Rose Parade® Float to Highlight Extraordinary Innovations as Honda Celebrates 30 Years as the Official Vehicle of the Rose Parade

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• “Keep Dreaming” float will feature a range of Honda mobility products for use on the road, the racetrack and into the skies
• Float is inspired by Honda’s latest brand marketing campaign, taking the new :60 commercial from the television screen to parade route for 135th Rose Parade®
• New 2024 Honda Prologue and 2024 Acura ZDX all-electric SUVs are official vehicles as Honda embarks on its electrified future; New Motocompacto compact e-scooter also joining the fun alongside the 2024 Honda float

Celebrating 30 years as the Official Vehicle of the Rose Parade®, Honda will lead the parade on Jan. 1, 2024 with the inspirational “Keep Dreaming” float highlighting the company’s environmental leadership. The 2024 Rose Parade float will include some of the most extraordinary Honda innovations and research endeavors as the company embarks on its electrified future and global goal of carbon neutrality.

The “Keep Dreaming” float celebrates Honda associates who never stop pursuing their dreams to help improve people’s lives, today and tomorrow. Inspired by the latest Honda brand marketing campaign, the 2024 Rose Parade float features a wide range of innovative Honda mobility products for use on the road, the racetrack and into the skies.

“As Honda embarks on an all-electric future, 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,” said Jessika Laudermilk, Assistant Vice President 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.”

Paying homage to the 2024 Rose Parade theme of “music,” the Honda “Keep Dreaming” float will be the featured stage for the “Opening Spectacular.” The Rose Parade “Opening Spectacular Presented by Honda” will feature a dynamic musical performance to be announced Friday, Dec. 15.

“Keep Dreaming” Rose Parade Float Showcases Groundbreaking Honda Mobility Products
Honda products featured on the ambitious “Keep Dreaming” float include:

• Motocompacto: zipping alongside the float and throughout the “Opening Spectacular” is the fun, affordable, ultra-compact Honda e-scooter designed for urban mobility.
• Electrified ARX-06 race machine: recently claimed Acura’s third consecutive victory at the 24 Hours of Daytona.
• New Honda TRX90X sport ATV: ideal for new and experienced riders alike, thanks to its smooth power and superb ride quality.
• HondaJet Echelon: Honda’s next-generation business jet, elevating efficiency to new heights while also delivering premium comfort and convenience.
• Honda eVTOL: Honda’s electric vertical take-off and landing aircraft aimed at making mobility in the skies more accessible for people.
• Resource Circulation: Honda’s commitment to sustainability by recycling or reusing every bit of the materials from Honda vehicles to create new products.
• Honda DREAMO research project: uses algae technology to capture CO2 emissions and convert it to food, dietary supplements, biofuel or a bioplastic.
• Honda space technology efforts including hydrogen technologies and renewable energy: to create new value in the ultimate environment of outer space.

Official Honda Rose Parade Vehicles
The Pace Car of the 2024 Rose Parade will be Honda’s first all-electric SUV, the 2024 Honda Prologue. Designed at the Honda Design Studio in Los Angeles, the spacious, adventure-ready SUV arrives in early 2024 with simple and clean styling along with must-have smart-tech. This all-new all-electric Honda Prologue offers DC fast charging capability and a neo-rugged design. The Prologue represents the latest step in Honda’s effort to reduce greenhouse gas emissions and progress toward the ultimate goal of achieving a carbon-free society.

The new all-electric 2024 Acura ZDX performance SUV will serve as the Sound Car for the 2024 Rose Parade. Designed at the Acura Design Studio in Los Angeles, the new ZDX delivers on Acura’s commitment to Precision Crafted Performance in the electrified era with dynamic styling, class-leading premium technology, an engaging driving experience and DC fast charging capability. With an estimated 500 hp, the ZDX Type S is the quickest and most powerful SUV Acura has ever made.

Honda’s Long-standing Partnership with the Pasadena Tournament of Roses®
Honda and the Pasadena Tournament of Roses® have worked side-by-side for more than 60 years to contribute to a strong sense of community in Southern California and bring entertainment and tradition to people around the world. Honda 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 theme.

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. 

About Honda in America
Honda started operations in the United States with American Honda Motor Co., Inc. in 1959. Today, Honda employs over 30,000 associates in America engaged in the development, manufacturing, sales and service support of Honda and Acura automobiles, Honda power equipment, Honda powersports products and the HondaJet advanced light jet. 

Based on its longstanding commitment to build products close to the customer, Honda operates 12 major U.S. manufacturing facilities, working with 600 U.S. suppliers to produce a diverse range of Honda products using domestic and globally sourced parts. Honda has built automobiles in America for over 40 years, and in 2022, more than two-thirds of all U.S.-sold Honda and Acura automobiles were produced in America. 

Honda also conducts research and development activities at 23 facilities in America where we fully design, develop and engineer many of the products the company manufactures in America.

Learn more with Honda’s Digital FactBook.