FCX Ushers In ‘Blue Skies’ at Honda

LOS ANGELES The commercial era of the hydrogen fuel cell car began this morning when American Honda Motor Co. handed the keys to the first consumer lessee of a Honda FCX in a ceremony at the Peterson Automotive Museum here.

John Mendel, senior vice president of the Torrance, Calif., automaker, presided over the event. He said Honda is a long way from basing an ad campaign on the FCX itself, but added that the official addition of the model to Honda’s fleet “fits the corporate message” in providing a continuum of products which offer low vehicle emissions.

Last year, Honda’s agency, independent RPA, Santa Monica, Calif., reinforced the fuel economy message in several commercials. In one ad, various forms of waste were connected to poor fuel economy and contrasted with Honda’s Civic and Insight hybrids with the tagline, “Maybe we could all use a little less.”

“We will likely be gently incorporating [the FCX] into an overall message of adopting the philosophy ‘Blue skies for our children,’ ” Mendel said. “The FCX is part of the continuum of vehicles that give us the highest fuel economy average of anyone in the industry.”