RPA Touts Power, Features of Honda's New SUV

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American Honda Motor Co. this week launches the 2003 Pilot with a $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, 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.

Two 30-second spots that break today highlight Pilot features such as three rows of seats, a 240-horsepower V-6 engine and four-wheel drive.

One spot, “Soiling It,” has the Pilot parked in the desert with an empty motorcycle trailer attached.





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