Honda’s storied rise to motorsport dominance
Company’s involvement in the sport has been decades in the making
From involvement in Formula One and IndyCar to sponsorships and endorsements, Honda has a rich history in auto racing.
Honda’s involvement in motorsports began on two wheels, in World GP motorcycle racing. In 1959, Honda first raced in the series. Two years later, the manufacturer scored its first victory and won championships in World GP’s 125cc and 250cc categories.
This quick rise to the top in motorcycle racing was followed, in 1963, by entry into one of the premiere auto racing series in the world, Formula One (F1).
In 1965, Honda was still in search of an F1victory when the series raced in Mexico to conclude the season. American driver Richie Ginther raced from third to first to bring Honda its first F1victory.
Two decades later, in 1986, Honda began a streak that resulted in six consecutive F1 manufacturers’ championships.
Having found open-wheel success in Europe, the manufacturer began its involvement in North America.
In 1994, Honda entered the CART series. The following year, Andre Ribiero brought the company its first CART win, at New Hampshire. Honda’s first manufacturers’ championship in CART came another year later, in 1996.
As a new century began, Honda moved toward dominance in the IndyCar Series. Honda Performance Development (HPD), the manufacturer’s racing company in North America, entered IndyCar in 2003.
Over a span of two years, and 49 races, HPD racked up 28 wins, including both years Indianapolis 500s and also won the manufacturers’ championships.
Meanwhile, the drivers’ championships were captured by Honda-powered drivers. Tony Kanaan won in 2004, while Dan Wheldon won in 2005.
That dominance continued from 2006 to 2011 when Honda became the one and only engine supplier to the IndyCar Series.
Honda engines proved reliable in the Indianapolis 500 during that span, when not a single engine-related DNF was recorded.
Now, Honda is one of two manufacturers to provide engines for IndyCar, following Chevy’s return to the series.
Not only does Honda have a rich history in auto racing competition, but the company also has strong connections in sponsorships and endorsements.
The manufacturer has a stock-car racing connection as NASCAR champions Darrell Waltrip and Cale Yarborough own Honda dealerships.
The company’s rich history in motorsports continues today, with sponsorships such as the Honda Indy Toronto.
“There’s many things we value (about our sponsorship), but one of them is because racing is in Honda’s DNA,” says Jean-Marc Leclerc, vicepresident of sales and marketing at Honda Canada.
“We feel that this is a great opportunity for us to provide racing fans with a fantastic event in Toronto. And, because we think that’s one of the many ways that Honda can really make clear what the brand is all about.”
As for sponsorship in IndyCar, the Honda Indy Toronto is not the only race with “Honda” in its name.
In recent years, the company has sponsored races at St. Petersburg, Alabama and Mid-Ohio.
This season, Josef Newgarden won the Honda Indy Grand Prix of Alabama. The Honda Indy Toronto and Honda Indy 200 at Mid-Ohio are still to come.
In Canada, the company first sponsored the Indy Toronto in 2009. Honda also sponsors Canadian driver James Hinchcliffe, with “the mayor of Hinchtown” appearing in TV commercials for the manufacturer.
In the U.S., for 12 IndyCar races this season, Honda’s “Fastest Seat in Sports” sweepstakes provides the opportunity for fans to ride in a twoseater with a “legend such as Mario Andretti” before an IndyCar race.
At this year’s Indy Toronto, there is free admission on Friday as part of Fan Friday offered by the Ontario Honda Dealers.
“We do have many activities that add to the excitement of the event on ground,” says Leclerc. “There’s Honda World activities and a lot of what, I call, interesting activities for adults and kids alike.”
One such activity for kids is a program that allows them to go racing on dirt bikes.
“With the kids, you have our Junior Red Riders program,” says Leclerc. “So, if parents bring their kids to the Honda Indy they can basically drop off their kids for them to experience learning how to ride dirt bikes.”
From the early days of motorcycle racing and Formula 1, to competition and sponsorship surrounding the IndyCar series, Honda has a rich history in motorsports. And, with Honda Canada, that history will be continued in Toronto.
“Our agreement with the Honda Indy Toronto runs through 2017,” says Leclerc. “We’ve been at it for the last so many years as a title sponsor for the race. That shows a tremendous amount of commitment and that commitment is very important to us.”
“There’s many things we value (about our sponsorship), but one of them is because racing is in Honda’s DNA.” JEAN-MARC LECLERC HONDA CANADA VICE-PRESIDENT OF SALES AND MARKETING