As we all know, our domestic automobile market has experienced a period of rapid development for more than 20 years, especially in the past 10 years, under the general trend of electrification and intelligence, domestic brands have achieved a comprehensive rise, and the domestic automobile market is gradually encroaching on the market share of joint venture brands and even luxury brands.
In such a big environment, the market law of survival of the fittest has gradually emerged, from the earliest Lifan, to Zotye, Nazhijie and then to the new forces of car manufacturing by Byton and Renault and Suzuki in recent years, many brands have gradually withdrawn because they cannot face the cruel market competition, and now another brand will also withdraw from the domestic market, which is Acura.
Recently, the news that the Acura brand is about to withdraw from the domestic automobile market has not gone away, although the official currently holds a denial attitude, but we guess that the Acura brand has basically entered the countdown in the domestic market. At the beginning of this year, Infiniti announced that it was included in the Dongfeng Nissan banner, officially becoming a word brand under Dongfeng Nissan, which is also a microcosm of the Japanese brand in the domestic automobile market in the past year, and the final ending of acura, which is also a Japanese luxury brand, may not be as good as Infiniti.
Acura (Acura) this brand is actually quite long history, Acura brand was founded in the United States in 1986, is Honda Motor's high-end car brand, is also the first Japanese luxury car brand, and then entered the domestic auto market in 2016, has been fighting until now, but due to the relatively late time to enter the domestic market, brand recognition and recognition is not very high, Acura brand sales in the country for so many years has not been much improvement.
Now after the domestic automobile market has entered the stock era, Acura's relatively niche luxury brand models have become more difficult, and the Acura brand has not introduced new models for many years, and the past models have almost no competitiveness to speak of, last year Acura has actually stopped the brand's sluggish cars and imported car business, reducing expenses and unnecessary costs.
According to sales data, the cumulative sales of the Acura brand in 2021 is only 6554 vehicles, each month sales are 3 digits, and its annual total sales data is even worse than the sales data of many models in a single month or even a week, to know that Infiniti's sales in 2021 are close to 10,000 vehicles, compared to Infiniti's actual situation of the Acura brand is more difficult.
According to reliable news, the current Acura domestic factory has been in a state of suspension, the remaining 4S stores can be queried to the country are only two, the current 4S store is losing money to sell the previous inventory car, last September listed a limited edition of 500 Acura RDX titanium dark night limited edition models have not been sold out until now, the time has passed half a year, this limit is also a lonely, from this point can also see the embarrassing situation of the Acura brand in the domestic auto market.
In fact, Acura and Infiniti have similarities in many places, such as fewer product lines, slow promotion of localization and new cars, while the configuration and cost performance of the product is also very low, and at the same time in terms of brand building and marketing, Acura brand in 2015 to achieve domestic production, to achieve localization of the model only three RDX, CDX, TLX-L, of which TLX-L has been discontinued, Infiniti than Acura a year earlier, two Japanese luxury brands finally ended up with nothing to say.
But Acura and Infiniti still have some differences, Infiniti is in the domestic and overseas market performance is not satisfactory, and Acura is actually very popular in the U.S. market, according to sales statistics, Acura brand in 2021 in the U.S. market cumulative sales of more than 150,000 vehicles, this sales performance is actually very good, the domestic market and the U.S. market performance is very different, in fact, the main reason is that the Acura brand did not seize the preferences of domestic consumers and the actual demand for cars.
Take the positioning of medium-sized SUV Acura RDX as an example, its 2750mm wheelbase size is not even as good as many domestic brands of compact SUV, and the real compact SUV Acura CDX also uses a 1.5T engine and torque beam suspension, to know that this is positioning luxury brand SUV models, the product does not reflect much luxury, luxury is reflected in the price.
The official guidance price of acura CDX positioning compact SUV is 229,800-34.98 million, the official guidance price range of Acura RDX for positioning medium-sized SUVs is 328,000-460,000 yuan, and the official guidance price of Acura MDX has reached 670,000-940,000 yuan, which has indeed achieved a "leapfrog" level in price.
Write at the end:
The importance of the brand for the domestic automobile market to buy car consumers is self-evident, especially for high-end brands is more important, including Acura and Infiniti and other brands of models in terms of brand and product strength can not support their fixed prices, coupled with today's domestic consumers in the car purchase more and more rational, domestic brand models sales are also steadily increasing, leaving the living space for such brands will only be smaller and smaller, Acura to withdraw from the domestic market is actually a foregone conclusion, and even has become an established fact, What we are waiting for may only be the official announcement of the manufacturer. (The picture comes from the Internet, if there is infringement, please contact the editor to delete)