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Honda invests $25m on hot-weather testing facility in Mojave

Situated in the Mojave Desert near Cantil, CA, the Honda Proving Center of California is a 4,255-acre facility incorporating a 7.5-mile high-speed oval and a 4.5-mile road course. The location also has a series of off-road routes for testing trucks, dirt bikes, and the like. It first opened in 1990 but ceased functioning twenty years later, after which we saw it listed for sale online. Honda evidently had a change of heart, and is now setting about refurbishing the facility and putting it back into active duty. Backed by an investment of $25 million, the warm-weather proving ground is set to reopen next April. Exact details of the renovation plan have not been announced, but the existing features are set to be refurbished and some new ones added to the site. Honda currently undertakes most of its vehicle testing in America at the Transportation Research Center located near its plants in East Liberty and Marysville, OH. It also operates to major proving grounds back home in Japan in Takasu and Tochigi, and a dedicated motorcycle R&D center with its own test track in Asaka. It also owns the Motegi complex, complete with road course and oval speedway, near its main facility in Tochigi. Related Video: Honda to Enhance California Proving Center in 2016 $25 million investment will renovate the warm weather testing facility Dec 8, 2015 - TORRANCE, Calif. Driven by the expanding responsibility for developing new automotive and power sports products in America and the related need for performance testing, Honda will invest $25 million to renovate the Honda Proving Center of California (HPCC) in the Mojave Desert near Cantil, California. The proving center, which was in operation from 1990 through 2010, is scheduled to reopen in April 2016. The 4,255-acre warm weather testing facility features a 7.5-mile high speed oval track and a 4.5-mile winding road course that will be completely refurbished. The renovations also will include the addition of some new vehicle test road enhancements to the property. "As we continue to accelerate our growth in the U.S. market with a competitive line up of cars and trucks designed and developed in the U.S., we are reinvesting in HPCC to create a world-class test facility," said John Mendel, executive vice president of the Automobile Division of American Honda Motor, Co., Inc.

Child cobalt miners: Automakers pledge ethical minerals sourcing for EVs

BERLIN - Leading carmakers including Volkswagen and Toyota pledged on Wednesday to uphold ethical and socially responsible standards in their purchases of minerals for an expected boom in electric vehicle production. Demand for minerals such as cobalt, graphite and lithium is forecast to soar in the coming years as governments crack down on vehicle pollution and carmakers step up their investments in electric models. To cover its plans for more than 80 new models by 2025, Volkswagen alone is looking for partners in China, Europe and North America to provide battery cells and related technology worth more than 50 billion euros ($59 billion). Talks with major cobalt producers, including Glencore, at VW's Wolfsburg headquarters last week ended without a deal. More than half of the world's cobalt comes from the Democratic Republic of Congo, a country racked by political instability and legal opacity, and where child labor is used in mines. On Wednesday, a group of 10 leading passenger-car and truck manufacturers announced an initiative to jointly identify and address ethical, environmental, human and labor rights issues in raw materials sourcing. The partnership dubbed "Drive Sustainability" consists of VW, Toyota Motor Europe, Ford, Daimler, BMW, Honda, Jaguar Land Rover, Volvo Cars and truckmakers Scania and Volvo. The alliance "will assess the risks posed by the top raw materials (such as mica, cobalt, rubber and leather) in the automotive sector," said Stefan Crets of the CSR Europe business network. "This will allow Drive Sustainability to identify the most impactful activities to pursue" to address issues within the supply chain.Reporting by Andreas Cremer.Related Video: Image Credit: Michael Robinson Chavez/The Washington Post via Getty Images Green BMW Ford Honda Jaguar Land Rover Mercedes-Benz Automakers Toyota Volkswagen Volvo Green Automakers Green Culture Electric Scania ethics mining

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.