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The Honda formula one team yesterday staked a claim to the environmental moral high ground by announcing that their 2007 world championship challengers will race devoid of conventional sponsorship identification. Instead, the Honda RA107s which will be driven by Britain's Jenson Button and the Brazilian Rubens Barrichello will be entirely covered by artwork depicting the planet earth, as part of a strategy to give formula one a more relevant and ethical image.

"We have had huge backing from the FIA [the sport's governing body] to pursue environmental initiatives and we are dedicating this latest step to environmental awareness," said Nick Fry, the Honda team principal, at the car's unveiling at the Natural History Museum. "We made the decision to go in this direction at around the time of last year's San Marino grand prix at Imola. I think this signals a recognition that formula one has to change or it will wither on the vine and become extinct - just like the dinosaurs downstairs in this museum."

Fry explained that the Honda sponsors had all agreed to the removal of their branding from the cars in exchange for the rights to use images of the so-called "earth car" in their global marketing and promotion campaigns. Normal branding identification will be retained on the drivers' helmets and overalls as well as the team's transporters and racewear.

Responding to suggestions that cynics might view this initiative as little more than a transparent marketing ploy, Fry conceded that the team would have to take such detractors in its stride. "But the fact remains that 94% of the people we polled thought it was a good idea," he said.

For their part, Button and Barrichello were duly on message. "As soon as you realise how serious these things are you really have to take notice," said Button. Considering racing matters, the Briton added: "We're not at the same pace as the Ferraris, McLarens or BMWs. All we can do is get our heads down and improve the car as soon as possible."