In the past two years, the situation of Japanese luxury brands has not been very good, even the boss of Japanese luxury brands, Lexus, sales have declined, not to mention other brands.
As a high-end brand of Honda, Acura has been rumored to be about to withdraw from the Chinese market, and currently the dealer is waiting for the final notice of the manufacturer, although there is no official notice, but there is no doubt that Acura's withdrawal from the Chinese market has become a foregone conclusion.
At present, a variety of Acura models have given a large terminal discount, the guidance price of 22.98-34.98 million CDX, giving 50,000 yuan of terminal discounts, manufacturers guide price of 32.80-46.00 million yuan of Acura RDX, and even give 70,000 yuan of terminal discounts. At present, Acura's 4S store has a lot of consumers who hold the bottom mentality to see the car, because the after-sales maintenance after Acura's withdrawal will be responsible for Honda, so the after-sales do not need to worry too much, "buy back is an out-of-print car, after-sales also guaranteed, Japanese cars are durable, this price is still appropriate." A customer said. Isn't this price more fragrant than Highlander?
In fact, from the perspective of product strength, Acura's products are not weak, such as Acura RDX this car, 2.0T engine with 10AT gearbox, strong power, suspension tuning is very tough, driving texture is excellent, high with four-wheel drive version, road stability is good, but Acura since entering the Chinese market, has not achieved hot sales. In 2021, Acura's total annual sales in China are only 6554 units, compared with acura's achievements in the US market in 2021 157408 vehicles, the gap can be said to be a world of difference. So where did Acura lose?
1, Acura has not paid too much attention to the Chinese market, Acura's largest market in North America, many models are developed according to the needs of North American consumers, after the introduction of the Chinese market has not been individually customized for the needs of the Chinese market, therefore, many of Acura's models in the country appear to be unsatisfactory.
2, Acura's model launch is slower, as of now, Acura's domestic models are only two, from 2021 onwards, overseas Acura's new models have not been introduced in China, in contrast, Lexus will update 1-2 models almost every year, product updates are slow, so that the Acura brand is not high The market heat is more and more stretched.
3, Acura has been lacking a distinct product label, and Acura's logo and Changan similar, compared to Lexus's stable and durable, comfortable, hybrid and other labels, BMW's control, Mercedes-Benz luxury, Audi's technology and four-wheel drive system, Acura has been lacking a distinct brand label, coupled with its LOGO and Changan height similar, so many people do not know or do not understand this brand. The conservative interior design of Acura models and higher product pricing make its models lack market heat, while the Lincoln brand can also obtain good market sales by relying on sharp price reductions.
Acura's failure in the Chinese market, for many reasons, on the other hand, Honda does not seem to have much care for this brand, Acura's future some products will continue to sell under Honda's logo, fuel age in the domestic market failed Acura, perhaps electrification is Acura's last chance.