At present, following the suspension of China's import car business and car business, some media have learned from dealers that Acura will withdraw from the Chinese market, and they are currently waiting for the final notice of the manufacturer. At present, the only 4S store in Beijing,"GAC Acura Beijing Jingang Store", has officially stopped selling, and the showroom at GAC Honda is digesting inventory, and it has been impossible to book new cars.
Acura will bid farewell to the Chinese market? Just the tip of the iceberg.
Speaking of Acura many people still relish, Acura Acura this car brand originated in North America but from Honda, there is no prominent lineage, but has a deep technical foundation, although not from the rich but excellent interpretation of luxury. A high-end brand created by Honda, but it combines luxury and sports very well, and can compete with BBA.
In the face of the situation that luxury brands represented by BMW, Mercedes-Benz and Audi have almost monopolized the high-end market. Honda Motor founded its own luxury car brand Acura in the United States in 1986, and first launched the Lege N d and Integra, and the market response was very good, which directly stimulated Toyota and Nissan to plan to add their own luxury car divisions. As the first Japanese brand to eat crabs, Acura's pioneering consciousness was still very advanced at that time.
However, Acura (Acura) did not enter the country for a long time, until 2006, Acura Acura landed in China on the occasion of the 20th anniversary celebration, successively bringing a new generation of RL, TL, MDX into the country. However, compared with the best-selling in North America, Acura's development in China has not set off too much splash. Compared with the BBA, Acura (Acura) recognition is not high, and even similar to the logo of Changan Automobile, there are many passages circulating in the anecdotes.
The more classic is the passage of the class reunion" One day at the class reunion, the buddies went to the acura with their own songs. When I went to the hotel, my classmates saw my buddies and said that this Chang'an looked quite tigery. Dude is not happy to say, my car hundreds of thousands is a Japanese acura. The students were shocked that Chang'an was so expensive. "Spending hundreds of thousands of dollars to buy an Acura (Acura), but being said by friends to grow up an automobile, it is really not worth it."
However, such a paragraph is really ruining the car tirelessly. "Sinopec Strategic Partner Nazhijie" has long existed in name only.
Acura's experience is similar to Infiniti's, and after six years of marriage with GAC Group, the two sides reached an agreement with Honda in 2013 to confirm that Acura would be officially domestically produced in 2016 and establish the business headquarters of the Acura brand. After that, GAC Acura began to expand rapidly, and the number of dealers nationwide reached more than 80.
According to Honda China's sales data released by Acura, the cumulative sales volume in 2017 reached 16,348 units, a year-on-year increase of 100.8%, of which domestic CDX sales exceeded 15,000 units, becoming acura's best-selling model. In 2018, it sold about 10,000 vehicles, and by 2019, GAC Acura's annual sales reached 14,786 units, an increase of 63% year-on-year.
In the past two years, the sales volume of GAC Acura has been deteriorating. Only 4,756 units were sold in the first eight months of 2021, compared to 418 new vehicles sold in August.
GAC Acura made the same mistake as Infiniti, copying the overseas set to the domestic market, which was seriously unsatisfactory. In addition, strategic mistakes in marketing, almost no activities that impress consumers, under the strong suppression of the BBA, it can be said that there is no power to fight back.
Even if it later entered the showroom sales of Guangqi Honda, it still could not save its sales. Nowadays, the luxury car market competition is fierce, the head effect is more concentrated, second-tier luxury brands are slowly marginalized, many brands such as Volvo, Lexus, etc. have begun to strategic transformation, as soon as possible to achieve electrification There is still a chance to achieve a breakthrough. Otherwise, it's not just about quitting China.
No matter how much I saw such news, I still felt a little sorry. It can be said that acura and Infiniti's amazing love, rather than withdrawing from the Chinese market, it is better to learn from Infiniti and directly belong to guangqi Honda to achieve the unification of sales channels and after-sales service. At the same time, it is also a good choice to achieve strategic transformation as soon as possible, focus on the electric vehicle market, and transform into an electric vehicle brand, as a high-end support for Guangqi Honda.
In fact, the embarrassment of GAC Acura is actually just the tip of the iceberg, and GAC FCA and GAC Mitsubishi are also facing severe tests.
At present, Stellantis Group has more than once "officially announced" that the shareholding ratio of GAC FCA has increased from 50% to 75%. Corresponding to the Stellantis Group's ambition to win, THE GAC Group hesitated. At the same time, GAC Mitsubishi also broke the news of the adjustment of the share ratio, in which the shareholding ratio of GAC Group dropped from 50% to 6.3431%.
It seems that the two sides have their own opinions, but in fact, the attitude of GAC Group towards the joint venture brand has changed. At present, the joint venture of GAC Group has a phenomenon of polarization, GAC Honda and GAC Toyota two major prestige undiminished, last year's production and sales of 1.6104 million vehicles and 1.6083 million vehicles, accounting for 75.32% of the company's total output that year, 75.00% of the total sales, are more than 70%, the status of the two is unshakable. However, GAC Mitsubishi and GAC FCA are incorruptible and old, and sales have declined continuously.
Therefore, abandoning the unsupportable Adou and resolutely supporting Aian to take the position, GAC Group has the opportunity to compete with energy vehicle companies such as BYD and Wei Xiaoli.