Throughout November, GAC Acura handed over an extremely ugly sales performance, the main model Acura RDX monthly sales of only 221 vehicles, down 54.43% year-on-year, ranking 228th in SUV models, but accounting for 51.88% of GAC Acura's overall sales.
The high-end brand of two fields and one production, Acura is naturally incomparable with Lexus, and the slightly tangled Infiniti at least has a certain guarantee, and its sales are more than twice that of GAC Acura. So, the Japanese high-end brand that also has a good performance in the North American market, why is Acura so unsatisfactory in China?
Acura took ten years to complete the identity change from import to domestic production, and is also one of the earlier luxury brands that launched special cars, on the surface, GAC Acura since the domestic production, the road to localization is still relatively resolute, but the problem is precisely here, hope to take root in the domestic market luxury brands, all carefully create a healthy product structure, with a wealth of models to meet the needs of domestic consumers, but GAC Acura so far only three models on sale, and the product appears to be insufficient localization.
Acura RDX, in the case of CDX and TLX-L have not set off any waves, RDX actually gave 328,000 to 438,000 such a completely beyond the brand positioning of the price range, and compared with other models of the same type or even the same price, RDX bluntly said, neither large nor luxurious, in the configuration level can only be said to be decent, and also lack of brand attractiveness, try to ask such a product, how to stimulate the domestic consumers' desire to buy?
Insufficient localization performance, in addition to the lack of sincerity in pricing, but also in the weakness of the product camp, as of now, GAC Acura product selection is extremely narrow, product update iteration rate is obviously slow, as far as this year is concerned, GAC Acura almost no product level of the change or replacement.
Such slow motion, not Acura products have no need for improvement, in addition to Acura RDX, CDX obvious lack of luxury, regardless of the appearance of the interior design are slightly old-fashioned, double screen design, the actual use experience is bad, the screen resolution is poor, the car system is not very good to use, in addition, the miserliness of the material selection, so that the model plastic sense is very strong, therefore, Acura can be said to completely do not understand the definition of "luxury" in the minds of domestic consumers, coupled with a series of measures such as grid-connected sales, the impression of large Honda, lingering.
As for acura RDX, it can only be said that the performance is slightly better than that of the same door brother, with a touch of luxury car look, but combined with the price, it can only be said that it has reached the passing level, and there is still a significant gap compared with the same price model. Therefore, the second point of localization is insufficient, which is manifested in the control of the sense of luxury, and there is a deviation from the expectations of consumers.
The third point, is manifested in the arrogance of the terminal, GAC Acura is currently in the terminal market quite a bit of a difficult posture, both can not put down the face to give enough terminal discounts, and the brand power can not support the firm price, about this, but it is quite similar to its parent Honda, but the problem is that Honda has an absolute right to speak in the joint venture market, the ability to create explosive models is strong, but the same number of roads, put on acura, obviously can not go.
In terms of sales, Acura has no qualifications to compete for second-tier luxury brands, and now the domestic luxury car market competition is fierce, and the consumption upgrade trend can not take off with Acura, it can be seen that GAC Acura is currently standing on the edge of the cliff, falling or reborn, has been involuntarily.