February 28, 2005
Kawasaki Motors Corp., U.S.A. announced today that the company has been named national sponsor of the March of Dimes® RIDE program, which is entering its fourteenth year of raising funds to combat threats to infant health, particularly premature birth. The RIDE events, held throughout the country, provide motorcyclists with an avenue to help find preventative measures to fight this growing health crisis which now counts nearly one-half million premature births each year.
Kawasaki will work cooperatively with March of Dimes national management and the charity's chapter offices to broaden the base of participation amongst motorcyclists, and at the same time increase the number of RIDE events. Last year, 86 RIDE events were held, including participation from more than 45,000 riders. That represented a 10 percent increase over the prior year, while generating nearly $3 million in charitable donations.
Much like the March of Dimes WalkAmerica, the RIDE encourages participants to sign-up friends and family members to donate funds. Each event has a route established that can run from 30 to 90 miles in length. Individual motorcyclists as well as club groups traditionally comprise the bulk of participating riders. Kawasaki will work to integrate broad participation from its national dealer network, as well as members of Riders of Kawasaki (ROK), the Kawasaki owners group.
Materials supporting the events are in the process of being shipped to March of Dimes chapter units and will soon be available in Kawasaki dealerships.
Kawasaki will employ both dealer-based advertising and national advertising to integrate awareness of the RIDE program and encourage participation. The company will also develop numerous cross-promotional opportunities that will aid the growth of RIDE, including web-based initiatives, merchandising, and in-market community relations programs.
Event locations and dates for 2005 are currently being finalized and a complete list will be available in the near future.
Kawasaki Motors Corp., U.S.A. (KMC) markets and sells at wholesale Kawasaki motorcycles, ATVs, personal watercraft and utility vehicles through a network of more than 1,500 independent retailers, with an additional 8,400 retailers specializing in power products and general purpose engines. KMC and its affiliates employ nearly 2,400 people in the United States, with more than 350 of them located at the Irvine, California headquarters.
Kawasaki's tagline, "Let the good times roll.", is recognized worldwide and the brand is aggressively carrying its heritage of leading-edge power, performance and exhilaration into the 21st century. Information about Kawasaki's complete line of recreational products and Kawasaki affiliates can be found on the Internet at www.kawasaki.com..
Source: Kawasaki Motors Corp., U.S.A.