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American Honda Motor Co. this week launches its new sport utility vehicle, the Pilot, with an esti mated $30 million campaign from Rubin Pos taer 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, the car maker’s assistant vp of national automobile advertising. It is Honda’s challenge to competition that includes the Ford Explorer, Dodge Durango and Toyota Highlander.
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