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Honda launches Project Drive-In to save these American icons

Honda wasn't really a major player in the automotive industry when drive-in movie theaters were popular in the US, but the automaker is doing its best to preserve the place where automotive and cinema histories collide. Using Project Drive-In, Honda is helping bring awareness to a story we brought up last month, where we saw how a move away from 35-millimeter film could put some of the few drive-in theaters remaining in the US out of business.
As production studios switch to digital film, theaters are required to upgrade to digital projectors, which Honda says will cost about $80,000 for drive-ins. While Project Drive-In asks people to donate money to the cause or pledge to go to a drive-in theater, Honda will also be donating projectors to five of the remaining drive-ins based on votes received on its website. Scroll down to watch a short video describing Project Drive-In, and be sure to vote, pledge and even contribute to save the drive-ins.

4.5 million Hondas, Acuras are being recalled worldwide to fix a fuel pump defect

Honda is recalling more than 4.5 million cars worldwide because of a fuel pump problem that could lead to engine failure or stalling in traffic, which could cause an accident. The recall includes 2.54 million vehicles in the United States. The automaker had previously recalled 628,000 U.S. vehicles in 2021 and 136,000 in 2020 for the same issue. Honda issued recalls over the same issue earlier this month in China and Japan. National Highway Traffic Safety Administration recall documents say the impellers inside fuel pumps of 2017-2020 Hondas and Acuras were improperly made, meaning they “can deform and interfere with the fuel pump body” over time. This could prevent the engine from starting, or can cause a stall while driving, which depending on the situation in traffic, could be dangerous. Fortunately, Honda says it hasn't received any reports of crashes or injuries. To remedy the problem, Honda will replace the in-tank fuel pumps, at no cost to owners, in the entire U.S. recall population of 2,539,902 vehicles, though the defect may be present in only 1 percent of those cars. Because of the size of the recall, repairs will be done in phases, with first owners receiving notification letters in February. Dealer notifications began this week. “Countermeasure replacement parts are not available in sufficient quantities for all recalled vehicles at the time of this announcement, and American Honda intends to notify vehicle owners in stages," Honda wrote. Meanwhile, owners wishing to confirm that their vehicle is included can enter their VIN at the NHTSA recall site or at American Honda's and Acura's recall platforms.  NHTSA's campaign number for the recall is 23V858000. Honda's numbers for this recall are KGC and KGD. Owners may also contact Honda customer service by phone: 1-888-234-2138.

New Honda ads: Fix your airbags

As we've heard on many different occasions, one of the biggest problem with recalls is getting people to actually report to the dealership to have repairs done. This is particularly important in cases where the recalled part can cause some very serious harm. To combat this tendency – you might even call it neglectfulness – on the part of owners, Honda is turning to advertising. The company is launching a multi-million-dollar ad campaign targeting owners of vehicles affected by the Takata airbag recall and asking them to report in to have a replacement inflator installed. "Honda hopes that this new consumer information campaign will bolster our existing and continuing efforts to reach our customers and maximize the vehicle repair completion rates associated with recalls to replace Takata airbag inflators," Honda's John Mendel said in the attached statement. "These ads are a strong call to action from our company designed to break through the clutter, grab the attention of customers driving affected vehicles, and urge that they get required repairs as soon as possible." The campaign will kick off March 16 with full-page color ads in over 120 newspapers and 30-second radio spots in 110 markets. Because it's 2015, the company will also use sponsored Facebook posts "that mention the specific vehicle owned by each identified user." Yep, here's the future. Honda's ads will largely be focused in the 11 high-humidity states and territories (Alabama, California, Florida, Georgia, Hawaii, Louisiana, Mississippi, South Carolina, Texas, Puerto Rico and the US Virgin Islands) most affected by the Takata recall. Several of the states were part of the initial National Highway Traffic Safety Administration investigation, like Florida, Hawaii, the USVI and Puerto Rico. "The goals of this campaign is to save lives and prevent injuries," Mendel added. This campaign will be worth watching, not only because they deliver an important message, but they could set a precedent for the handling of future major recalls. Check out Honda's full press release, available below. New Honda Advertising Campaign Urges Owners to Take Immediate Action to Check for Open Recalls to Replace Takata Airbag Inflators Mar 12, 2015 - TORRANCE, CA.