Acura has mixed up over the years, and everyone can see it.
When Lexus rode the dust and began to beat the BBA with a unit price, everyone's mark on the Japanese high-end car was lost to Toyota, although Infiniti was a little unhappy, but in the face of the big brother of the North American market, the Nissan family in the Chinese market is also helpless.
However, Nissan is also actively making adjustments, merging Infiniti into the Nissan sales system, Dongfeng Nissan single-handedly pinched this luxury brand, hoping to turn the tide, in short, these companies have not given up this market.
After all, China has a consumer market of 25 million, which is huge, and capturing 1% of the user base is a big step success on a global scale.
Honda caught it, but it didn't catch it quite either.
Honda has a huge market share in the Chinese market, and for the Honda brand, the success of cars and motorcycles is unprecedented, and last year, North and South Honda completed nearly 1.6 million new car sales in China.
In 2021, Honda sold only 4.48 million new cars in the world, accounting for 35% of sales in the Chinese market, and 35 out of every 100 new cars were bought Chinese.
Can you say that the Chinese market is not important? Completely impossible.
And that's just the sales of cars, Honda motorcycles are even more terrible, with 12.8 million motorcycles sold worldwide in 2021 and 1.7 million units sold in the Chinese market, accounting for 13% of global sales.
Even motorcycles and cars, Honda has 3.3 million new car sales in the Chinese market.
Honda this enterprise is actually very tonal in the bones, the essence of research and development is for the market appeal, in fact, in the family tree Honda is not advocating luxury.
As can be seen from Honda's most skilled motorcycle, Honda motorcycle is famous for its technology, quality and price in the global market, and it has always been Honda's purpose to do the products that the people need most.
So we look at Honda cars, even if the world's cars are sold more expensive in China, Honda cars are not particularly expensive, 5 years ago there were even more than 200,000 models are very few, mainly concentrated in the 10-200,000 market, obviously for the economy.
In the past two years, the appeal is different, Honda has also begun to build larger models, the price has begun to spread to 250,000 or even 300,000, but it is still slightly lower than Volkswagen and Toyota, of course, I am talking about the pricing of ceiling models and the number of models, it is clear that Honda does not want to put the product price so high.
When the price is high, the brand taste changes, and it slowly moves closer to profit.
Essentially, this is fundamentally what Acura does not do very well, because on a global scale, Honda luxury cars have not been very good, including the North American market.
The root of Acura's poor sales in the Chinese market in recent years is because Honda itself has not bothered to develop the luxury market, and GAC Acura has done less marketing than Infiniti since its inception, and the speed of product promotion is much slower than that of North America, and it is far inferior to GAC Honda in terms of brand building and user rights protection.
It's not that it's incompetent, it's that Honda hasn't set his sights on this market at all.
Yes, I pay attention to the Chinese market, but I don't pay attention to the Chinese luxury car market, this is Honda's view of luxury products, you can take out more energy to operate the Honda brand, in the motorcycle, automobile market pressure, is not willing to give luxury brands a little energy.
In the bones, Honda can build luxury cars, but the brand culture is destined to make more people afford To drive Honda, which is the strategic goal of this company.