At present, most of the domestic luxury model market share is occupied by BBA, and second-tier luxury brands such as Lexus are constantly adjusting their positioning and striving to increase sales.
But there is another brand, with a strong background, but constantly hit in sales, it is Honda's high-end brand - Acura.
Acura has entered the domestic automobile market for more than a decade, and seems to be in an embarrassing state of strength but cannot play out, and has always been in an obscure situation.
Judging from the data of car 300 used cars, Acura only sold 6539 cars in 2021, becoming the most dismal Japanese luxury brand in China, even more than Infiniti.
Started with a loss
Since 2006, Acura has introduced high-end performance cars like MDX and NSX in China, and in the case that Acura has just entered the domestic market and has no brand influence to speak of, such models naturally have no one to buy.
Among them, the national treasure-class sports car Acura NSX, known as the "Toei Ferrari", has a guiding price of up to 2.89 million, and the high price makes the annual delivery of this car only single digits, and then even the news of a price reduction of 1 million.
The MDX car is a very best-selling model in North America, comparable to the BMW X5, but in the domestic market, MDX can only face dismal sales, falling to the situation that the price cannot be sold.
The model update iteration is slow, and the applause is not called
Acura can be said to be quite slow in updating the layout of the product. Since 2016, Acura has only launched 3 models of CDX, TLX-L, and RDX, and its models have not been changed or replaced for several years, which has also made it more marginalized.
The same is true for imported models, in 2020, the fourth generation of acura MDX models in the overseas market has begun to see the beginning, but the domestic sales are still somewhat old 2017 models, and the guidance price is as high as 698-848 thousand.
In fact, in China, acura evaluation is not low, in the eyes of many fans, acura products known for their technical excellence and exquisite products are not weak, and even in some aspects are still very strong.
For example, the SH-AWD full-time four-wheel drive system on some models of the RDX is called Honda's "black technology", but this configuration only exists in more than 388,000 models, and the high price makes it a "frequent flyer" on the "no call" list.
Low brand influence and few sales channels
Unlike Honda, which attaches great importance to the Chinese market, Acura is mainly aimed at the North American market and is very popular in the local market. Although the time to enter the domestic market is not short, there has been no large and powerful marketing measures, making many consumers do not understand the brand.
The acura model is very confident in positioning, the price point is close to the BBA luxury model, but the brand power is very different from the BBA, coupled with the small number of dealers, there may be late maintenance, maintenance is inconvenient drawbacks, Acura can only gradually become a niche brand.