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LOS ANGELES — American Honda Motor Co. this week launches its new SUV, the 2003 Pilot, with an estimated $30 million campaign from Rubin Postaer and Associates.
The Pilot, a bigger, more muscular version of its predecessor, the Passport, is “one of the most significant launches for Honda” in recent years, said Eric Conn, client assistant vp of national automobile advertising. With the new SUV, Honda hopes to make its mark against competition that includes the Ford Explorer, Dodge Durango and Toyota Highlander.
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