To say which luxury brand has the most growth potential in 2022, MYAUTO believes that it is none other than Acura. As one of the three major Japanese luxury brands, Acura is a proper poor student, it is reasonable to say that Acura has been in China for more than ten years, localization has been engaged for so long, why does this brand behave so bearly?
As a high-end brand under Honda, many netizens have said that Acura is the opposite of "Chang'an". Maybe the two brands' people logos are too similar. How bad sales of this brand really are, let's take a look at its results! According to relevant statistics, the total sales volume of Honda Acura in Chinese mainland in 2021 is only 6554 vehicles, and the sales volume in December 2021 is only 445 vehicles. This result can be said to be very poor, and it is already the bottom result. In fact, Acura's status as a luxury car brand in China is an indispensable existence for consumers. From the data, it can be seen that acura's sales in Chinese mainland in 2017 were 985 vehicles, in 2018 sales were 10249 vehicles, in 2019 sales were 15402 vehicles, and in 2020 sales were 11940 vehicles, which is not as good as the monthly sales of a third-tier brand.
In fact, Honda Acura may also be aware of the disadvantages of its own brand. In the past 10 years in China, the more outstanding marketing methods have been lackluster, and the deepest memories are several times, one is to invite Andy Lau to his endorsement model TLX in 2009, and let Andy Lau and Gui Lunmeng shoot a work taken by Teacher Liu Weiqiang for Acura TLX, which was launched on a large scale in China that year; later, in 2014, sponsored "Wolf Totem", asked Feng Shaofeng to endorse it, increasing the exposure rate of the product; the last time was that RDX, which was listed two years ago, asked Jiang Wen to endorse. This kind of marketing is a short-term behavior, there is no continuous persistence, and there is no emotional marketing communication with consumers, and it can be said that it is very small to enhance the brand power. The popularity of the brand itself is not high, the marketing is not good, on the contrary, the sales will be worse and worse, after the poor sales, resulting in a shrinking profit space, and the vicious circle is formed after the guo, and the status quo of Acura is like this.
And its competitor Infiniti is through "Where Daddy Goes", "China on the Tip of the Tongue 2", "Xiaosong Qi talk" these good variety shows, really made it a lot of fire.
In addition to advertising marketing is not good, the interior is very old-fashioned (Acura and many Honda cars are basically no different, the engine is basically the same, many people will retreat to buy Accord/Guandao?). ), engine technology and competitors are not much different levels, has not been innovative, has been relying on the Honda brand to eat for so many years, did not really want to do a good job in the Chinese market, so how can we achieve good results?
Compared with rivals Lexus and Infiniti, Acura has fewer sales outlets in China. According to statistics, there are less than 50. Along with the rapid progress of other brands, many Acura dealers have announced their withdrawal, which is also extremely unfavorable news for Acura, which has a low market share. Buy Acura's car, because there are too few outlets, after-sales estimation is also a very distressing problem. This is undoubtedly also a big blow.
Acura, as a luxury car brand that entered the country very early, coupled with Honda's technology, it is reasonable to say that it will achieve a better report card, and eventually disappeared into the vast sea of people. Low brand recognition is secondary. More or less do not understand the Chinese market, nor understand the real needs of consumers. If you want to achieve better sales in China, Acura should also understand the needs of consumers. Instead of doing what you think.
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