Acura Acura is a honda's high-end sub-brand, which was born in the North American market in 1986. For many years, Acura has been loved by American consumers for its excellent sports genes.
In the film Pulp Fiction directed by Quentin Tarantino, Mr. Wolf's car is an Acura NSX.
In the Hong Kong movie "Tigers of Wan Chai", Ren Dahua said: "If I had just driven an NSX, I would definitely win that Ferrari!" It has also become a classic line that car fans talk about.
Recently, there are rumors that Acura is about to bid farewell to the Chinese market, the reason is that the only Acura 4S store in Beijing, "GAC Acura Beijing Jingang Store", has officially stopped selling, the showroom located in GAC Honda is digesting inventory, it is currently impossible to book new cars, and the GAC Acura factory has also stopped production. At present, the dealer is waiting for the manufacturer's notification.
The Japanese luxury brand with the lowest presence
Among the three major Japanese luxury brands in the Chinese market, Acura and Infiniti can be described as a pair of difficult brothers, in the North American market sales of hot models, to China but there is a serious dissatisfaction, in addition to low brand awareness, the German luxury brand for many years of Chinese people in the face of Acura's "weird" style also expressed appreciation.
In response to this situation, Infiniti has improved its sales and after-sales strategies in a timely manner, and its products have also been localized according to the Chinese market, and the replacement of models continues every year. And Acura this side is more Buddhist, like a "love to buy not to buy" posture, Acura imported models MDX and NSX in China have long been discontinued, GAC Acura TLX-L has also been discontinued in 2019, the current sale of CDX and RDX two SUV models or 2021 production of inventory cars.
When Acura announced last year that it would stop importing cars from the Chinese market, there were rumors that it was ready to withdraw from the Chinese market. It is understood that in 2021, Acura's sales in the US market will be 157408 units, while only 5762 units will be sold in the Chinese market. In the face of declining sales, if it is not ready to make major layout adjustments, Acura seems to find no reason to continue to live in the Chinese market.
What went wrong?
There is a difference between the "high" of Acura and the "high" in the perception of domestic consumers, coupled with the civilian supercar image of "Rotten Boy Honda", which is deeply rooted in the hearts of the people. So in the eyes of many people, Acura is nothing more than a hardcover Honda, not Acura with a supercar NSX aura.
Consumers choose luxury brand cars, improve the quality of life and at the same time symbolize face. The rich and noble do not return home like a brocade night, spending a lot of money to buy a "good car", but being recognized by others as Chang'an, perhaps the heartbreak moment of every Acura car owner.
And acura is good, perhaps only the owner knows. For Acura, who is only good at technology, brand building is an insurmountable gap.
In the face of the huge potential of the Chinese market, is Acura really willing to quit?
Although the news of factory suspension and dealer withdrawal continues to come out, whether it is ready to bid farewell to the Chinese market has not been confirmed by acura official news.
Therefore, Jianghujun speculated that Acura may make major adjustments to its business strategy next and will not completely abandon the Chinese market. Acura, whose products and reputation are still good, may also usher in a turnaround if it can seize the new energy outlet to make adjustments.