‘Earth Dreams’ not to blame for Honda exit
In 2007 and 2008, which turned out to be Honda's last two championship campaigns, the Japanese outfit spurned regular 'money for logos' liveries and instead promoted an environmental message.
But according to the marketing publication Brand Republic, Dennis has revealed he was unconvinced the sentiment was genuine.
"The most important issue when presenting a green image is that it is authentic," he said.
"Honda's 'earth car' was driven more by the perception it wanted the public to have than its true objectives," added Dennis.
12/09/08 (GMM) Honda commercial director David Butler has denied the manufacturer's decision to pull out of formula one represents a failure of the unique 'Earth Dreams' sponsorship concept.
Ahead of the 2007 season, the Japanese marque dispensed with four decades of the customary 'money for logos' model and instead painted only a satellite image of the world on its single seaters to promote an environmental message.
With very little visible sponsorship, Honda was essentially left to carry the entire burden of financing the F1 team, which will now close its doors before the 2009 season if a buyer is not urgently found.
But Butler told The Guardian: "Honda is not withdrawing because of a failure to sell commercial partnerships."
He explained that a "multi million dollar" partnership would have been announced in January, and said talks with two potential title sponsors have also taken place.