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Honda is taking a look in the rearview mirror—reflecting on its 73 years in transporting people on land, sea and air—to try to grab the attention of a younger generation of potential buyers.
The campaign, dubbed “The Origin of Determination,” is intended to be a “big tent” effort with a simultaneous nod to history and eye on the future, according to Jay Joseph, vp of marketing and customer experience at the auto brand, which is ramping up to battery electric and H2 fuel cell vehicles by 2040.
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