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TECH APPEAL

Published on .

General Motors Corp.'s Saturn subsidiary launched its EV1 electric car in the San Francisco Bay area last week, with an estimated $2 million TV, newspaper, magazine, direct mail and outdoor effort playing on the area's high-tech background. Print ads feature portraits of the car with headlines intended to tap the Silicon Valley audience through references to "revolutions" starting in garages, such as Apple Computer. Hal Riney & Partners, San Francisco, handles. The EV1 first was introduced last year in almost a half-dozen other California and Arizona markets.
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