2023 Pilot Dealer Launch Playbook

Table of Contents
Message from Lance Woelfer

Product

Sales

Marketing / PR

Accessories

Survey
Dear Honda Dealer,
It’s a pleasure to bring you the Dealer Launch Playbook for the
all-new 2023 Pilot and Pilot TrailSport – the latest vehicle in
Honda’s ‘Year of the SUV.’ I’m excited for what the new Pilot
lineup will mean for our customers, our brand and you.

The new Pilot TrailSport is the most rugged, off-road capable

Honda SUV we’ve ever built. Tested on challenging terrain all
over the country – and featuring exclusive off-road hardware –
it’s the halo for Honda light trucks, raising our rugged profile and
providing you a significant advantage against top competitors.
I encourage you to review and
share this playbook with your
staff. Make sure they’re fully
versed and excited about the
rugged all-new Pilot and that
they share their knowledge and
enthusiasm with customers.

Sincerely,

Lance Woelfer
Assistant Vice President
Honda National Sales
PRODUCT
 2023 Pilot Highlights
• Largest and most powerful SUV in Honda history
• Rugged, aggressive and powerful exterior design
• All-new modern interior with intuitive technology,
and unmatched comfort, versatility and cargo space
• Class-leading combination of off-road capability
and sporty on-road dynamics
• All-new, more powerful V6, standard 10-speed AT
• Available i-VTM4™ AWD
• Standard class-leading safety features include a
new and improved suite of Honda Sensing® safety
and driver-assistive technologies
• Five trims include top-of-the-line Elite, the most
upscale Pilot ever, and the all-new TrailSport, the
most off-road capable Honda SUV
• 8-passenger seating on-demand with removable
second-row seat that stows under rear cargo floor
• Available 10.2” configurable digital instrument
cluster and 9-inch color touchscreen
• Standard Apple CarPlay® and Android Auto™
capability with available wireless connectivity
• Available 12-speaker Bose Premium sound system
 Exterior Styling by Trim
Body-colored mirror caps
Sport Gloss black EX-L
Gloss black grille bar roof rails Chrome grille bar

Dual exhaust
Body-colored
Gloss black trim 20-inch Shark Gray wheels bumper trim 18-inch Pewter Gray
Chrome trim Fog lights
with machined-face wheels

TrailSport Gloss black roof rails Touring & Elite Gloss black pillar trim Gloss black molding
Gloss black mirror caps Matte black molding

Gloss black grille bar Unique bumper

trim Gloss black grille
Gloss black
lower spoiler

Gloss black
door handles
Dual exhaust
Black door sill trim
Unique bumper Silver door trim
trim
Gloss black trim +1-inch ride height 20-inch Shark Gray
18-inch Shark Gray TrailSport wheels Chrome trim
with machined-face wheels
with all-terrain tires
Headlight & Taillight Design

DRL TURN LOW HIGH TAIL STOP TURN REVERSE

Stylish & Rugged Wheel Line-up
Touring/Elite Sport

20-inch

Shark Gray with machined face Shark Gray

EX-L TrailSport

18-inch

Pewter Gray with machined face Shark Gray

Bold & Beautiful Interior
New Connectivity, Technology & Functionality
12-speaker Bose premium audio system
(Touring, Elite)

10.2-inch instrument display

(Elite)
9-inch color touchscreen
(EX-L, TrailSport, Touring, Elite)

Multi-use tray

12V Power outlet

USB Type A & Type C

Wireless charger
(EX-L, TrailSport, Touring, Elite)
Wide storage for two phones
Drive mode selector
8-Passenger Seating On-Demand

UNMATCHED FLEXIBILITY:
• Removable 2nd-row middle seat
• Stows under rear cargo floor

BENEFITS:
• Pilot can seat 7 or 8 passengers
Stows easily under • Easy 3rd-row access when seat is removed
rear cargo floor • Seat is on-board in case it’s needed

“Available on Touring and Elite trims.”

Spacious & Versatile Cargo Area
More room behind 3 rd row

Under floor storage

with divider system
Top Class Cargo Space

22.4 cu. ft.

behind the 3rd row
All-New Powertrain
Maximum Power

Our most powerful Pilot ever 285 hp (+5) @ 6100rpm More efficient 2 nd-generation
with all-new 3.5-liter V6 10-speed automatic is new to Pilot
Maximum Torque

262 lb-ft @ 5000rpm

285HP

262lb-ft
New, More Capable All-Wheel Drive System

2nd generation i-VTM4™ torque vectoring all-wheel drive

REAR TORQUE CAPACITY
40%
New rear differential @ Launch

BETTER
Rear Axle Torque
• 40% more torque at launch
• 30% faster response >3X Torque
@ 100 kph
All-new Pilot

Outgoing Pilot

Torque vectoring 0
Vehicle Speed
100

• Up to 70% rear distribution

TORQUE RESPONSE TIME 30%
• 100% right to left allocation FASTER

Time

BETTER
All-new Pilot

Outgoing Pilot

Rear Axle Torque 3rd Gen 4th Gen

MAX MAX
Seven Drive Modes
Stout Towing Capability

5,000 lbs towing capability

More than enough for most boats, campers or “toy” trailers
which are the key to adventure for most customers
Safety and Driver-Assistive Technology
Current New
Pilot Pilot
UPDATED Collision Mitigation Braking System™ and Forward Collision
Warning
UPDATED Road Departure Mitigation System
UPDATED Adaptive Cruise Control with Low-Speed Follow
UPDATED Lane Keeping Assist System and Lane Departure Warning
NEW Traffic Jam Assist
NEW Traffic Sign Recognition System
NEW Low-Speed Braking Control EX-L & up

Auto High-Beam Headlights

Blind Spot Information System
Cross Traffic Monitor
Parking Sensor System Touring & up EX-L & up

NEW Hill Descent Control

Additional Safety and NEW TrailWatch Multi-View Camera System TrailSport & Elite
Driver-Assistive Features
Multi-Angle Rearview Camera with Dynamic Guidelines

Driver Attention Monitor

ALL-NEW 2023

PILOT TRAILSPORT
2023 Pilot TrailSport Highlights

Rugged design elements Honda’s 1st opening panoramic sunroof

All-Terrain tires &

TrailSport branded wheels

Bold & powerful appearance Trail Torque Logic AWD system

Unique TrailSport Exterior
Matte black molding Gloss black mirror caps Gloss black grille bar

Unique lower
bumper trim

+1-inch
ride height Steel skid plate with
Gloss black trim integrated recovery point
All-terrain tires
18-inch exclusive wheels
Unique TrailSport Exterior
Gloss black door handles
Gloss black rack- Available Diffused Sky Blue Pearl
Unique lower bumper trim ready roof rails (Exclusive to TrailSport)

Trailer hitch, including

recovery point Black door sill trim
 Rugged Wheels

INSET SPOKE DESIGN: TrailSport LOGO

Helps protect from trail damage Logo cast into the wheel

RUGGED WHEEL FLANGE:

Thick wheel flange with inset spoke
styling to guard from trail damage

TOUGH WHEEL COLOR

Shark Gray wheel paint
All-Terrain Tires

265/60R18
ALL-TERRAIN TIRE
Improved All-Wheel Drive Capability

In Trail mode, trail torque logic sends majority of torque to wheel with the most traction

Activate
Trail Torque Logic Trail Torque Logic: How it works
1. One side of rear axle loses ground contact
75%
2. Trail torque logic control detects condition
3. Rear axle torque increased
Apply brake
vectoring 25% 4. Drive force transfers to the wheel with
most traction

5. Low traction wheel maintains torque potential

to allow immediate transfer of drive force
No ground once ground contact is made
contact

No ground 2023 Pilot

2022 Pilot 2023 Pilot
contact TrailSport

Trail Torque Logic X X ○

Rear diff torque (Nm) 2,133 2,500 3,000
Underbody Protection & Recovery
Front skid plate
High-strength steel (590MPa)
4.0mm thick
Engine & Transmission Protection
Integrated recovery point
Rated for 2x GVWR*
*Gross Vehicle Weight Rating
Fuel tank skid plate
High-strength steel (590MPa)
2.8mm thick
Full-size spare
Hitch with recovery points
High-strength steel (345MPa)
12.7mm thick
Recovery points rated for 2x GVWR*
New Hill Descent Control

Maintains speed without

brake pedal operation

Declines of 7% slope
or more

Speed is maintained
between 2-12MPH
All-New TrailWatch™ System
All-new camera system uses four exterior cameras and four camera views
to help drivers navigate obstacles outside their natural line of sight

TrailWatch™ system is activated whenever Trail mode is selected When not in Trail mode, forward view camera
can be turned on at anytime below 15MPH.
 Trims, Features and Pricing
SPORT EX-L TOURING ELITE
$39,150 MSRP $41,950 MSRP $46,450 MSRP $52,030 MSRP
3.5L V6 with 285hp and 262lb.-ft. Available i-VTM4™ all-wheel drive (+$2,100) Available i-VTM4™ all-wheel drive (+$2,100) Standard i-VTM4™ all-wheel drive
with idle stop and remote start 18-inch pewter grey with machined-face alloy 10.2-inch digital instrument display
20-inch shark grey with machined-face alloy
10-speed automatic transmission wheels wheels Head up display
Available i-VTM4™ all-wheel drive (+$2,100) +2 drive modes (AWD models only) Handsfree access power tailgate TrailWatch™ camera system
Honda Sensing®
Hill Descent Control Parking sensors Ventilated front seats
Opening panoramic sunroof
Blind spot information system
Power tailgate Heated rear seats
Cross Traffic Monitor Satellite-based navigation
Five drive modes Leather seating surfaces Heated steering wheel
Bose premium audio with 12 speakers, incl.
20-inch Shark Grey alloy wheels Memory driver seat and mirrors subwoofer Front wiper deicer
LED headlights, foglights, DRLs and taillights
Rear camera washer 9-inch color touchscreen Wi-Fi hotspot capability Rain sensing wipers
Roof rails 9-speaker audio Auto-dimming side mirrors
Smart entry with walkaway lock
Wireless Apple CarPlay®/Android Auto™ Power-folding side mirrors
Push-button start
integration
Leather-wrapped steering wheel 120V AC outlet
Tri-zone automatic climate control with rear controls Qi-compatible wireless charging
8-way power driver’s seat w/ 2-way power lumbar Available 2nd row captain’s chairs
4-way power passenger’s seat
Two 3rd row USB-C ports
nd
8-passenger seating with 1-touch fold 2 row bench
CabinTalk™
Heated front seats
7-inch digital instrument display
7-inch color touchscreen
2nd row window sunshades
Auto-dimming rearview mirror
A simple trim line-up that’s extremely
6-speaker audio
Bluetooth® phone and streaming audio
Heated side mirrors with turn signals well-equipped across the board
Apple CarPlay®/Android Auto™ integration
Two front USB ports, two 2nd row USB ports
Auto on/off headlights
Ambient lighting
Auto up/down front windows
Variable intermittent wipers

Additional D&H: $1,295

Features and Pricing: TrailSport

TrailSport
$48,350 MSRP
Standard i-VTM4™ all-wheel drive with Trail Torque Logic
18-inch black TrailSport branded alloy wheels
All-terrain tires
Full-size spare
Off-road tuned suspension with +1-inch ride height
Front skid plate with recovery point
Trailer hitch with recovery point
Fuel tank skid plate
Opening panoramic roof
TrailWatch™ camera system
Heated steering wheel
2nd row captain’s chairs
Power-folding side mirrors
120V AC outlet
Front wiper deicer
All-weather floormats
Price Positioning
2% King Ranch
Platinum
V6-Turbo
$54,000 6% (400hp/415tq)

$52,030
$52,000
Elite
$50,000 16% AWD Plat. Calligraphy ST
$48,350 14% 36% 16%
$48,000 Limited
Touring
Ltd. Limited 12%
$46,450 26% TrailSport
$46,000 2WD/AWD 14% 13% 19% 3% Timberline Touring
AWD SX 28%
$44,000
XSE 38%
12%
Volume Trim EX-L
$42,000 36% XLE
7P: 2WD/AWD 45%
$41,950
8P: 2WD/AWD EX
$40,000 Sport Limited
LE 35%
$39,150 7%
40%
10%
XLT Onyx Ed.
$38,000 2WD/AWD S SEL
L
56% 6%
19% 44% S
6% Premium
$36,000
LX 5% 25%
SE
8% 5%
$34,000

Base
$32,000 1%

$30,000
2023 2022 2022 2022 2022 2022
Pilot Highlander Telluride Palisade Explorer Ascent
Bold & Beautiful Colors

New to Honda
DIFFUSED SKY PEARL

2023 Pilot features

two new colors
New to Honda New to Pilot

C/O

NH-877P

SONIC GRAY P.
SALES
HELMS Status Check

1 Honda Enterprise Lead Management System 2 Are all your systems ready for the Pilot Launch?
Capture
The goal of HELMS is to provide dealers with qualified leads. Make sure all your
potential customers are informed of the upcoming Pilot launch by ensuring
Reporting Assign
you’re set up to receive leads via certified CRM Tool.

The below checklist will tell you if you’re ready to receive leads. If you’re able to

Dealer CRM
HELMS Score &
see all of this on iN, you’re set up and there’s nothing else to do.
Enrich 1. Can you log in to Lead Management & Analytics from iN?
(iN > Sales > Lead Management > HELMS)
2. Is your CRM System correctly listed under your account?
(iN > Sales > Lead Management > HELMS > ?)
Disposition Nurture 3. Does the Opportunities Report match the leads you have received in your
CRM Tool from American Honda?
Route
(iN > Sales > Lead Management > HELMS > ?)

If you have any questions or need help checking your system, please
3 Benefits contact:
HELMS Support
Case: (iN > Sales > Lead Management > HELMS > Contact Support)
Secondary Method: 800-245-4343
Leverage Increased Improved Lead Better Dealer Increased
Salesforce Operational Conversion Lead Process Customer
Nurturing Feature Efficiency Rates Confidence
MyGarage

Honda launched a new owner’s

site called “MyGarage” for all
products, creating a seamless
customer experience. Ensure
100% of your customers are
enrolled upon vehicle delivery.

Current Dealer Benefits:

• Better consumer exposure to all Honda products
• My Dealer selection including Favorite Dealer and Online Service Scheduling
• MyFinance Integration
• HondaLink product eligibility
• Subscription management: SXM, HondaLink, etc.

Future Enhancements:
• eCommerce shopping for Parts & Accessories
• Rewards, Incentive Offers for New & Used products
Dealership Best Practices
Dealer Best Practices
❑ Power of Leads
❑ Media and Advertising Plans
❑ Website for Current Content
❑ Customer Email Campaigns
❑ Social Media Updates
❑ Utilize HELMS Tool
❑ Enroll in Honda Digital Solutions
(HDS) Retail Tool
Sales Opportunities
❑ Develop plans to presell Pilot inventory early
❑ Mine database for previous off-lease Pilot, Passport, Accord and HR-V
owners – email + phone
❑ Add “New 2023 Pilot Trailsport available” to print, radio, TV, digital
❑ Send e-blast to dealer CRM database to announce vehicle arrival, new
features and the national featured lease
❑ Add flyers to lounge, reception areas and throughout showroom
Vehicle Placement
❑ Visible service drive display with payment/APR hang tag
❑ Use off-dealership display opportunities such as malls and community events
Showroom
❑ Place Pilot TrailSport in the center of showroom with Honda Genuine
Accessories
❑ Leverage showroom / POP materials highlighting 2023 Honda Pilot
 Sales Training
Go to HondInfoCenter.com to get
Pilot Training!
Webinar
MY23 Pilot What’s New
Take a deep dive into the new design and
technologies that make this the most
advanced Pilot ever.
MY23 Pilot Competitive Comparison
Key wins vs. other competitors in this
segment, such as Toyota Highlander, Ford
Explorer and Kia Telluride
In-Dealership Training
Product Presentation
Meeting Leader’s Guide, Digital Participant
Guide and Toolkit.
Video
MY23 Pilot Walkaround Video
A high-level overview for sales personnel
and consumers on key new features and
functions.
O t h e r H on d a Inf oCent er. com Re s ou rces
Updated Homepage Communications
• Features-by-Trim PDF Sign up to get the latest Pilot news delivered right to
• New Key Comparison PDFs you.
• Highly Detailed Pilot Feature Guide
• Helpful How-To Videos Dealer Personnel Emails
• Pilot Launch News
• Latest awards and top ratings
Dealer Tools
• Personalized Settings Worksheets Text Messages
• Walkaround Feature Highlights • Latest breaking Pilot news
• Walkaround Video • Pilot email signatures for your customer
• Performance Selling Points communications
• Comfort Selling Points
• Safety Selling Points
• Model Codes
• Detailed Competitive Comparisons:
• 2023 Chevrolet Traverse
• 2023 GMC Acadia
• 2023 Hyundai Palisade
• 2023 Volkswagen Atlas
• 2023 Nissan Pathfinder Latest News
• 2023 Subaru Ascent Stay informed on the all-new Pilot – and more! –
• 2023 Toyota Highlander through the News Feature on HondaInfoCenter. This
• 2023 Ford Explorer page is updated regularly and contains a curated
• 2022 Kia Telluride (2023 to come) selection of top news stories that are of interest to
• 2022 Kia Sorento (2023 to come) Sales Consultants.
Website Checklist

Website Preparation
❑ Notify website provider of launch and provide appropriate content for new Pilot and various trim levels
❑ Place web banner highlighting the new Pilot in first or second position
❑ Build dedicated webpage for additional content, including Pilot features
❑ Highlight specific trims and off-road editions, such as TrailSport
❑ Ensure VDPs are deep-linked appropriately (e.g., Brand New Pilot leads to 2023 model VRP)
❑ Drive multicultural to custom in-language landing pages

SEO
❑ Build inventory pages for 2023 Pilot
❑ Add New Photos & Videos of new model inventory to make it discoverable in Google My Business
❑ Ensure VDPs properly pull in vehicle info and highlight product enhancements
❑ Add Website Links to new model inventory page to help visibility on the SERPs
❑ Ensure VDPs lead with any campaign-focused features
❑ Confirm lead providers receive any relevant updates to lead specifications
Digital Advertising Best Practices
Dealer & Digital Ad Provider
❑ Discuss Keyword Coverage & Account Structure from the HDS Certified
Dig Ad Provider Checklist with Dig Ad Provider
❑ Notify Dig Ad Provider of Pilot launch and ensure they received
appropriateMY23 Pilot content/creative from AdBuilder
❑ Supply list of consumers whose Pilot lease will end soon so Dig Ad
Provider can target this audience
❑ Ensure Provider has multiple copy choices for A/B testing and optimization
❑ Brand content selected for use and distribution across media channels
(video, social (Facebook (Meta), TikTok, Instagram, etc.)
❑ Build custom content to highlight top line features of the model, offers,
incentives, etc.
❑ Implement VIN Level Retargeting to reach Pilot shoppers who previously
viewed Pilot inventory on your dealer website
Keywords & Paid Search
❑ Setup audiences searching for SUVs with verbiage of "all-new" or
"new redesigned"
❑ Include appealing verbiage that speaks to the Pilot’s new features &
capabilities
❑ Implement New Keywords to cover all Google “ready to buy” iterations for
MY23 Pilot
❑ Build out a Campaign to promote the 2023 Pilot only
Video
❑ Create Digital Videos on product features
❑ Produce Walk-around Videos on in-stock MY23 Pilots
Display & Social
❑ Consider Facebook Automotive Inventory ads for MY23 Pilot
❑ Organic posts promoting MY23 Pilot
❑ For dealers with large inventory, consider a ‘Clicks to Site’ ad promoting
the model in stock and to visit for a test drive
❑ Create Ad Sets within the Dynamic Automotive Inventory
Multicultural
❑ Leverage Tier 3 Multicultural Dig Ad assets for Spanish Campaigns
(Available in AdBuilder)
❑ Review top-performing ads in English that can perform well in Spanish
❑ Use Google Translate tool for simple keywords
❑ Double check Multicultural ad elements have been translated (including
text in visual assets)
❑ Have provider leverage Google’s Spanish keyword list for MY23 Pilot
❑ Serve ads to users who select Spanish in their user settings with language-
specific targeting
Conquest & SEO
❑ ‘Why Buy Here’ messaging is up to date
❑ Build out Vehicle Comparisons against competing off-brand models
❑ Build out a 2023 Vehicle Review: Add sitelinks that point to the 2023
vehicle review
❑ Promote on GMB through Google Posts
Source: https://hondaprogram.com/category/digital-advertising
HDS Enterprise Services Best Practices
Call Tracking
❑ Dedicated Pilot Phone numbers
❑ Specific phone number Pilot campaigns
❑ Action lists that require follow up
❑ Missed opportunities
❑ Set ‘Always On’ components
❑ Phone Numbers
❑ Accurate
❑ Proper routing
❑ Consistent across pages
❑ Mobile Click to Call options
Creative Assets
❑ Video Walk Arounds
❑ Interactive video
❑ Live streams
❑ 360 images
❑ Mobile click-to-call options
❑ Social Integrations
❑ Videos; Custom videos
❑ YouTube pre-roll
❑ Banners- targeted messaging
❑ Dealer drone shoot
❑ GBP live inventory syndication
❑ Dynamic Landing Pages
❑ Customized Pilot landing page
❑ Model comparison pages
❑ Video content
Chat/SMS-Elevate Your Customer Experience
❑ ChatSmart
❑ Jump into live chats
❑ Show off inventory within chat
❑ Live Plays: personalized experience,
replace forms to chats
❑ Chat through website/SMS
❑ Promote Pilot based on visitor behavior
❑ Fully Managed
❑ Outbound SMS
❑ Inbound SMS
❑ Personalize Pilot experience
❑ Homepage Banners/Sliders
❑ Relevant and consistent across tiers
❑ Compliment marketing initiatives
❑ Link to corresponding website pages
❑ Enhance customer’s experience
❑ Content
❑ Utilizing licensed content from AdBuilder
❑ Consistent with marketing initiatives
❑ Lead Generation
❑ Video lead responder
❑ Personalized messaging featuring the Pilot
❑ VIN inventory Video
❑ Highlight the features of new Pilot
❑ Content of the full Pilot line-up
❑ Create personalized customer experience
❑ Chat/SMS Social Media
❑ Connect with Facebook Messenger
❑ Google Business Profile (GBP)
❑ Apple messages for business
❑ Autotrader/Cars.com
❑ WhatsApp
❑ Omnichannel Messaging
❑ Message/Chats connecting customers to all
departments
❑ Direct Messenger from online ads
❑ Google Ad connections
❑ Behavioral targeting
USE AVENIR NEXT LT PRO FOR HEADINGS
Customer Experience and Retention
Dealer Recommend Score Average Problem Prevalence Honda Customer Experience
9.8 (HSE) Best Practices:
Customers who buy Pilot Negotiation
9.75
have a positive experience ❑ Transact fairly and with
9.7 Finance
9.65 transparency
9.6 Personnel ❑ Leverage pre-work to reduce
9.55 Other finance time and increase efficiency
9.5
9.45 Delivery ❑ Quickly resolve any issues to
9.4 prevent dissatisfaction
Shopping
9.35
Dealership Facility ❑ Begin the experience with a
relationship in mind
Test Drive

Make Loyal Rate Top 5 Defections Retention Best Practices:

60.0% Pilot will benefit from a ❑ Understand Pilot’s advantages
model update and supply Toyota Highlander over competitors
50.0%

40.0%
❑ Communicate with your client
Jeep Grand
Cherokee
base about Pilot well in advance of
30.0% their vehicle need
Hyundai Palisade
20.0% ❑ If waitlisting prospective buyers,
Kia Telluride build a drip campaign to stay in
10.0% front of them with value-added
0.0% messages until product arrives
Toyota 4 Runner

Sources: HSE Sept 2022 YTD, IHS Markit Make Loyalty 12 month Rolling average April 2022—Disposal Methodology
MARKETING / PR
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Marketing Objective
Utilize Pilot TrailSport’s true rugged capability
to change perception of Pilot capabilities and grow light truck volume
Key Objective
Increase familiarity & consideration for Pilot and achieve positive shifts in “Rugged” brand perceptions (Capable, Rugged, Adventurous)

Image Target
• Target buyer wants a sense of freedom and spontaneity – ability to go anywhere, anytime, like a mini adventure
• This buyer wants an SUV that’s spacious, with distinctive and rugged styling, plus is fun-to-drive with off-road capability

Strategy
• Continue Year of the Honda SUV messaging to demonstrate strength of light truck lineup
• Leverage Pilot TrailSport as the nameplate’s hero vehicle to communicate emotional appeal, exciting loyalists and bringing in conquests
USE AVENIR NEXT LT PRO FOR HEADINGS
Marketing Creative
“Act of Determination” General Market TV Spot

How did Honda engineers turn the 2023 Pilot TrailSport into the most
capable Honda SUV ever? In the new general market TV spot for Pilot
TrailSport, Honda shows that it took an act of determination to bring this
all-new SUV to life. Taking familiar cues from “Origin of Determination”
(brand campaign) and “Brand New Spark” (HR-V launch spot), viewers
zoom alongside the Pilot TrailSport as it summits sand dunes, fords
streams and crawls over slip-rocks.

Pilot TrailSport executes these maneuvers with ease, thanks to the

expanded all-wheel drive system, all-terrain tires and TrailWatch® camera.
Additionally, to reinforce Honda’s rugged lineup, Passport, Ridgeline, Talon
and motorbikes, join along in tackling challenging terrain.
TV/Video Launch Date: January 16, 2023

Act of Determination General Market Spots

Pilot Launch - :27/:03, :12/:03
(English & Spanish versions)

Act of Determination Retail Spots

Pilot Launch Retail (for DAA/Dealers) - :27/:03, :22/08, :12/:03, :07/:08
(English & Spanish versions)

Digital display & Social assets will also be available FPO images
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Paid Media Support

Launch Date: Monday, 1/16/23

• Campaign flight through 3/31/23

Media Objectives:
• Amplify: Drive awareness of the all-new 23MY Pilot
• Align: Position Pilot in contextual environments to spotlight rugged image and
TrailSport
• Acquire: Reach light truck intenders by stemming defection and increasing
conquest from key competitors
Media Mix [National]:
• Linear video (sports/cable)* + Streaming*
• Digital*, Social*, Programmatic Demand Side Platform*
• Search*, Auto Endemic 3rd Party Auto

Highlights:
• High-impact takeovers surrounding Super Bowl and NHL All-Star-Weekend on
key sports properties
• Custom audio integration with Amazon for a branded Alexa experience
• Influencer adventure competition content

Note: Partner images displayed are sample.

*Indicates Hispanic support included
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Digital Marketing
Pre-Launch
Helping to generate sales leads through Honda Autos site and targeted emails
Future Cars Page Lead Gen Email Campaign

9/13 Update 11/7 Update 9/19 Sales Email 11/7 Reveal Email

Lead Gen Sign-Up Form

Sales leads from FC page and

emails are being sent to dealers’
CRM in real time

Pre-launch email flights include Pilot teaser in

9/19 Sales email as well as full Pilot reveal on
11/7 with TrailSport and Elite trims
Multi-phase Future Cars page launch, starting with teasers
on 8/9 and 9/13, and full reveal of TrailSport and Elite trims
with top level specs and image gallery scheduled for 11/7
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Digital Marketing
Launch / On-Sale
Website Homepage Vehicle Landing Page

TrailSport trim will be featured prominently on the homepage, with planned

placements in the hero carousel, flex tout (below the hero carousel) and full-line Vehicle landing page will include a looping video at the top showcasing Pilot in
module. Discover Honda will also promote the launch of Pilot, driving users to the motion and will host a TrailSport promo banner highlighting standout features
vehicle landing page. including skid plates, X-Axle AWD and TrailWatch system.

Autos site will position Pilot as Honda’s most rugged and capable vehicle to date, emphasizing the off-road credentials of the TrailSport trim.
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Digital Marketing
Sustainment 3-4 Targeted Emails /
Website Updates General Newsletters

• Awards and Accolade Support Targeted to Pilot intenders

• Seasonal Campaign Support • Feature highlights
• IQS Support / How-To Videos • Build tool/configurator
on Owners site
• PPO packages
• Buy online/RAQ messaging

Post-launch sustainment campaigns will help continue to drive shopping actions and lead to the Honda Autos site
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Social Media
Rugged Teaser #1:
• Still including camo wrapped Pilot
• Social post date: 8/9

Rugged Teaser #2:

• Stills including both the front and rear angles
• Social post date: 9/14

Rebelle Rally Teaser #2:

• Still image featuring the Rebelle Rally Pilot TS
• Social post date: 10/4 Rugged Teaser #1 Rugged Teaser #2 Rebelle Rally Teaser

Reveal Video and Stills:

• Social post date: 11/7

Walkaround Video:
• Social post date: 11/9

Launch Videos:
• Paid social media live date: 1/16

Social Campaign "An SUV That Can Do Both"

Pilot social campaign using a duet-style approach to compare different
lifestyles that the Pilot TrailSport can accommodate with split screens. The
activity in both screens will be choreographed to do the same activity.
• :15, :06 Videos
• :10-:25 TikTok Videos Walkaround Video FPO - Campaign
• 6x Stills

Reveal Stills
Continuing PR Theme: “Year of the Honda SUV”

Launch SUVs under ‘Year of the Honda SUV’ theme

• Generate awareness and unique positioning by holding launch events for each all-new light truck model
• Leverage broader light truck message to connect all models to larger Honda strategy and role in lineup
• Tailor individual press events to strength of each model

HR-V CR-V Pilot Honda Rugged

“Youthful, Sporty”
• Build awareness around
gateway model
• Highlight sleek, new styling,
improved performance and
more cargo capacity
• Style with capability
Light Trucks:
“Hybrid Capability” “Rugged & Premium”
‘Capability to
• Focus on Hybrid model as • Focus on expanded capability
Amaze’
sales volume increases • Create more experiential
• Highlight new rugged styling program
and expanded appeal • Realization of TrailSport vision
• Showcase active lifestyle that through capability
highlights Hybrid benefits
ACCESSORIES
USE AVENIR NEXT LT PRO FOR HEADINGS
Genuine Accessories Line-up: Dealer Installed Options
Rugged Styling Items
Impress & Excite the Family!
o Door Lower Trims
o Fender Flares
o Black Emblem
• Sport, H-Mark, AWD, Elite
o Illuminated Door Sill
o Side Logo Projector
o Black Front Grill Bar
o Hood Decal
o 18” Matte Bronze HPD Wheels
o 18” Matte Black HPD Wheels
o 20” Matte Bronze HPD Wheels
o 20” Matte Black HPD Wheels
o 20” Machined Premium Wheel
o Black Wheel Lugs
o Valve Stem Caps (Black/Chrome)
Utility Items Convenience Items Protection Items
Family Capability, Ready! Unleashing the family potential to have fun. Solution to family travelling with kids
o Trailer Hitch o Cargo Net o Rear Bumper Applique
• Harness o Cargo Cover o Door Edge Guards
• Ball, Locking Pin o First Aid Kit o Door Edge Film
• HFA Adaptor o Running Board, Tube Style NEW o Door Handle Film
• *Trailer Hitch Cover (Black/Silver) o Running Board, Premium o Door Sill Protection Film
o Roof Rails o Cargo Barrier NEW o All Season Mats
o Crossbars o Cargo Organizer o Cargo Tray
• Bike Attachment, Upright
o Door Visors o Cargo Side Panel Protector
• Bike Attachment, Fork Mount
• Kayak Attachment
o Engine Block Heater o Seat Back Protectors
o Heated Steering Wheel o 1st , 2nd , 3rd Row Seat Cover
• SUP/Surfboard Attachment
o Wheel Locks
• Ski/Snowboard Attachment
• Roof Box, Short o Splash Guards
• Roof Box, Mid o Body Side Moldings
• Roof Basket
o Tailgate Tent
*Excludes PPO Package Contents
Honda Genuine Accessories: Fashion Items
Rugged Styling Premium Styling

Fender
Flares Gloss Black Black
Emblems Front Grill
Bar

18in HPD
Matte Bronze
HPD Alloy
Wheel

20in Machined
Premium Alloy
Premium Style Wheel
Door Lower Trims Running Boards
Rugged Tube Style
Running Boards

Other Accessory Wheel Variations

Illuminated Door Sill Trim Logo Pattern Projector

18in HPD Matte 20in HPD Matte 20in HPD Matte

Black HPD Alloy Bronze HPD Alloy Black HPD Alloy
Wheel Wheel Wheel Hood Decal, Silver Hood Decal, Bronze
Honda Genuine Accessories: Utility & Convenience Items
*Not all items are shown
Premium Style Running Boards
Trailer Hitch, Harness, and Ball Mount

Roof Rail and Crossbars

Rugged Tube Style Running Boards
Roof Attachments

* Separate HFA Sensor needed for upper trim. Must install with the Hitch Panel
New Rock-Rail-Slider style for a
more rugged appearance and
functionality.

Trailer Hitch and Hitch Panel, Black

* Upper trims come with standard lower trims in black

Trailer Hitch and Hitch Panel, Silver

Door Visors Heated Steering Wheel * Lower trims come with standard lower trims in silver
Honda Genuine Accessories: Protection items
CARGO UTILITY & PET PACKAGE
Cargo Pet Protection 8P Sport, Touring,
***5338 & Elite
08P42-T90-100A Cargo Side Panel Protectors
08P42-T90-100B Seat Back Protectors 8P
08U35-T90-100A Cargo Barrier
Cargo Pet Protection 7P EX-L &
***5339
TrailSport
Door Sill Protection Film
08P42-T90-100A Cargo Side Panel Protectors
Splash Guards 08P42-T90-100C Seat Back Protectors 7P
08U35-T90-100A Cargo Barrier

Door Handle Film

Cargo
Barrier

Seat Back
Protectors

Door Door
Edge Edge Cargo Side
Guards Film All Season Mats Panel Protector

Cargo Tray

Rear Bumper Applique Suite of Cargo Protection Items

Post-Production Options (PPO) Packages
EX-L
Fender Flares
Door Lower Skid Accent
Emblems-Rear HPD, Gloss Black
Black
Emblems-Rear HPD, Gloss
Side Decal, Silver, HPD
Wheel Lug Nuts Set, Black
18-in Matte Black Alloy Wheels-
HPD
Wheel Center Caps, HPD
Package TPMS Assembly
Fender Flares
Bronze
Door Lower Skid Accent
Emblems-Rear HPD, Gloss Black
Side Decal, Bronze, HPD
18-in Matte Bronze Alloy Wheels-
HPD
TPMS Assembly
Trailer Hitch
Trailer Hitch Harness
Tow Package Trailer Hitch Ball Mount
Trailer Hitch Panel, Silver
Function Package
Film Package
TrailSport Sport Touring Elite
Fender Flares
Door Lower Skid Accent Fender Flares
Door Lower Skid Accent
Black Emblems-Rear HPD, Gloss Black
Side Decal, Silver, HPD Side Decal, Silver, HPD
Hood Decal, Silver, HPD 20-in Matte Black Alloy Wheels-HPD
Fender Flares
Door Lower Skid Accent
Emblems-Rear HPD, Gloss Black
Side Decal, Bronze, HPD
20-in Matte Bronze Alloy Wheels-HPD
TPMS Assembly
Trailer Hitch
Trailer Hitch
Trailer Hitch Harness
Trailer Hitch Harness
Trailer Hitch Harness Trailer Hitch Ball
Trailer Hitch Ball Mount Mount
Trailer Hitch Ball Mount
Trailer Hitch Panel, Silver
Trailer Hitch Panel,
Trailer Hitch, HFA Adaptor
Black
Cargo Net
Cargo Cover
First-Aid Kit
Door Sill Protection Film
Door Edge Film
Rear Bumper Applique
Door Handle Film
SURVEY
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