Honda Sponsors Max Driver

These are the words of Max Power, a fast-talking magazine serving up a monthly fix of racy cars and even racier women to a hot-blooded male audience.

From this week, that same language will be used to try and do something the Government has consistently failed to do – to promote safer, more advanced driving among young British drivers.

Max Driver is a new initiative which sees an unlikely pairing between Max Power magazine and the Institute of Advanced Motorists (IAM). And it’s backed by Honda, a brand which is becoming increasingly respected and popular among the "Max Power generation".

Young male drivers are the most at-risk group of motorists in the UK – they are also the hardest group to influence. Max Power has had extensive experience of promoting specialist road safety information and other hard-hitting topics in an easy to read, fun and non-preaching way.

Max Power recognised the quality and potential of the IAM advanced driving scheme and saw that in a repackaged format it could be made to appeal to young, brand conscious drivers. For the young driver, the £99 or £199 Max Driver packages include tuition, a test and a year’s membership – but the major benefit will be a guaranteed minimum discount of 25% from Adrian Flux insurance.

In its sponsorship role, Honda has provided the Civic Type-R used as the basis for the Max Driver project car. This car will be extensively featured within the pages of Max Power before being used as the PR car for Max Driver. In this role it will appear at various shows and events during 2004.

"Max Driver is an exciting new advanced driving scheme created especially for young drivers. It combines the coolness of Max Power magazine with the IAM’s excellent advanced driver training and we’re proud to be sponsoring it," says Honda (UK)’s Manager - Customer Communications, Ian Armstrong.

"We were attracted to this project because many of our customers are Max Power readers – and we have a mutual aim to promote safe, responsible driving among young enthusiasts. What better way to achieve this than to team up with the publication that talks young peoples’ language - and already has great influence within this group," he added.

More information about Max Driver is available from

Published : 16/07/04 Author : Melanie Carter

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