Detroit Thanksgiving parade float is Ford's first in over 25 years

Bryce G. Hoffman / The Detroit News

For the first time in more than 25 years, Ford Motor Co. is entering a float in the upcoming Detroit Thanksgiving parade -- a symbol, the company says, of its renewed confidence in itself and the community it helped build.

"The Thanksgiving parade really is one of the last traditions we have in Detroit," said Jim Vella, president of the Ford Fund, the company's philanthropic arm.

"What better way to show our support for the community and display our confidence in the future."

The theme of Ford's float is "Driving a Brighter Future." It was designed by a team led by Earl Lucas, chief designer of the company's new flagship sedan, the 2010 Ford Taurus -- a vehicle that features prominently on the float.

"We decided to take those words and use a winding road to show where we've been and where we're going," Lucas said. "The Taurus is probably the best example right now of where we are going."

But Vella said this is not just a marketing exercise. Ford is setting up mobile food banks along the parade route to collect food for Detroiters in need. The donations will go to Gleaners Community Food Bank.

About 160 Ford employees have contributed more than 1,300 hours to help build the float, which is being built by The Parade Co.

"America's Thanksgiving Parade and Ford Motor Co. are both very important to our community, and we are delighted to continue the partnership between Ford and The Parade Co. to be a part of this wonderful tradition," said Tony Michaels, president and CEO of the float-building firm.

In addition, 21 Ford employees will march alongside the float, accompanied by Vella and Martin Mulloy, Ford's vice president of labor affairs.

"It's generated a lot of enthusiasm in the company," Vella said.

Ford is a longtime supporter of the parade and has sponsored other floats in recent years.

But this is the first time in more than a quarter century that the Dearborn automaker has commissioned its own float.

The theme of this year's parade is "Together We Shine." It will feature more than 60 parade units, including floats, balloons, bands and clowns.

The parade is scheduled to begin at 9:20 a.m. at the corner of Woodward and Mack avenues and will end 1.5 miles later at Woodward and Congress Street.

The two-hour parade will be televised on WDIV-TV (Channel 4) and will be featured on a one-hour national NBC broadcast.