12 August 2004

Honda is pedalling peace of mind for motorists plagued by guilt from the emissions their cars produce; from September 1, buy a Honda, and they’ll dedicate a tree in your name. The scheme is part of Honda’s CarbonNeutral driving scheme, in which buyers of new Hondas will be offered a Tree-Tube representing one of 44,000 trees planted in five Honda woods in Scotland, Lancashire, Wales, Oxford and Devon, and dedicated in their honour. After the first three months, ongoing membership of the scheme costs £8 per quarter, which goes towards continued support for projects such as swapping kerosene burners for solar panels in Sri Lanka, and making households more efficient in the US. According to Honda, this guarantees ‘clear conscience’ motoring by patronage of projects that ‘absorb, neutralise and offset the carbon dioxide emissions produced by car driving’.

‘We wanted to give our dealer network something innovative to offer customers as an alternative to the standard bunch of flowers,’ said Honda’s environmental manager Faye Burton. ‘People are always going to want to drive cars but at Honda we are always trying to ensure this has as little effect on our surroundings as possible’.

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