Text | Autodealer synthesis
Acura stopped china's import car business and car business last year, autodealer learned from Acura dealers that Acura will withdraw from the Chinese market and is waiting for the manufacturer's final notice.
The only 4S store in Beijing, "GAC Acura Beijing Jingang Store", has officially stopped selling and will become McLaren's 4S store in the future. Acura Beijing also has 4 showrooms, all set up in the Guangqi Honda 4S store, is still digesting last year's inventory of cars, but is no longer booking new cars from the manufacturer, according to dealer salesmen, GAC Acura manufacturers' factories have stopped production.
Two of the 4 exhibition halls have been dismantled in the store Acura display, if consumers want to buy a car, directly to the warehouse to pick up the car, the other two also said that when the inventory is digested, the Acura exhibition hall will also be demolished. The maintenance of Acura vehicles will not be affected and will be undertaken by the Guangqi Honda 4S store.
In this regard, the relevant person in charge of Guangqi Honda told the media: "At present, there is no such statement that Acura has withdrawn from the Chinese market. ”
On the other hand, Caijing Auto also contacted the relevant person in charge of Honda China, who said: "The official side has not issued any statement, but there is some information that can be revealed, combined with the development trend of the Chinese market and the changes in consumer demand, Guangqi Honda is exploring the integration of brand resources."
In terms of after-sales service, GUANGQI Honda will continue to provide after-sales service for existing users. Under the premise of good cooperation, GUANGQI Honda will communicate with the special stores, suppliers and other related parties one by one, properly handle relevant matters, and protect the interests of the special stores and suppliers. ”
According to the latest sales data, GAC Acura's cumulative sales in 2021 were only 6,554 units, down 45.05% year-on-year, of which CDX sales were 3,264 units and RDX sales were 3,290 units.
Acura's failure lies in its own conservatism and grasp of the market, that is, marketing has not kept up, and brand building is missing. GAC Acura is the second business headquarters of GAC Honda, and its marketing ideas are also in accordance with the rhythm of GAC Honda, adhering to the "product-driven sales", and there is no marketing to speak of.
Such a scene is inevitably reminiscent of Dongfeng Renault in 2020, when Renault mainly sold 4 SUVs, did not lay out car products, and did not do special development for the Chinese market, resulting in a sharp decline in sales, thus poor management to exit the Chinese market.
The current sales base of GAC Acura is lower than that of Dongfeng Renault at that time, even if there is GUANGQI Honda as a support for "blood transfusion", but in the current market competition environment, it is difficult to escape the fate of delisting.