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New Quicken Loans Thanksgiving parade float shows the world Detroit has possibilities


“Detroit: City of Possibilities.”

That’s the name of the new Quicken Loans float that will head down Woodward as part of the 90th America’s Thanksgiving Parade presented by Art Van.

It’s got quite a futuristic theme. There’s a 35-foot-long Quicken Loans rocket ship hooked unto a giant hydraulic arm that can lift the rocket 25-feet in the air. Then there’s the robot that towers 45-feet when lifted in the air and playfully kicks back and forth as he enjoys a virtual reality tour of the iconic Detroit structures that encircle the float.


There are more than 200 sculpted Legos on the front of the float. Each one is approximately one-foot long or 100 times larger than an average Lego.

Altogether, the float is more than 100 feet long.

“Many of our best Thanksgiving memories come from watching floats head down Woodward Avenue showing off our city to the world, kicking off a day that’s spent with family and friends,” says Jay Farner, president and chief marketing officer of Quicken Loans. “The Quicken Loans float highlights the incredible energy in the city of Detroit and its future as one of the premier technology hubs in the country and the world,”

The float was designed in partnership with Quicken Loans and built by The Parade Company and countless volunteers from Quicken Loans.


“We are thrilled to have Quicken Loans as one of our remarkable partners in celebrating the 90th parade in the biggest way possible, for Detroiters and the millions of people who watch the parade nationally,” says Tony Michaels, president & CEO of The Parade Company. “Their new float is a signature piece in this year’s parade and we are grateful to have them as a supporter of The Parade Company.”

This theme of this year’s Thanksgiving Day Parade is “90 Years Together.” If you’ve gone downtown to watch it in person or sat with a cup of coffee by your TV you know why it is recognized as one of the best Thanksgiving parades in the country by U.S. News & World Report Travel.

It will be featured on WDIV-TV Local 4, including a one-hour national broadcast reaching more than 170 major cities across the country. News/Talk 760 WJR’s Paul W. Smith and CBS Radio will also broadcast live from the parade route.

The Parade Company recently announced the parade will be led by Co-Grand Marshals Judge Damon Keith and comedian Keegan-Michael Key.

Judge Damon J. Keith

Judge Damon J. Keith

Keegan-Michael Key

Keegan-Michael Key

Joining them will be:

  • Allison Schmitt – Eight-time Olympic medalist in swimming including 4 gold, 2 silver and 2 bronze medals (2008, 2012 & 2016)
  • Aly Raisman – Two-time team captain of gold medal winning U.S. Olympic Gymnastics Teams (2012 & 2016)
  • April Ross – Two-time medal winning Olympic volleyball player (2012 & 2016)
  • Mike Posner – American singer, songwriter, record producer and Michigan native, known for his songs Cooler Than Me and Please Don’t Go
  • Martha Reeves – American pop and R&B singer, lead singer of the group Martha and the Vandellas known for their hits Nowhere to Run, Dancing in the Street and Heat Wave
  • Motown the Musical – Cast members from the Tony-nominated musical will open this year’s parade with a live performance from TV zone prior to the parade’s travel down Woodward Avenue on Thanksgiving morning
  • Yankee Air Museum Rosie the Riveter Tribute Corps – Women including two original riveters, Iva Davie and Laura Eglinsdoerfer, representing Rosie the Riveter, the World War II American poster icon
  • Detroit’s Favorite Sports Mascots
  • Santa Claus – Santa’s grand arrival in his hand-crafted sleigh is at the end of America’s Thanksgiving Parade presented by Art Van

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