"A Japanese field, lifetime Honda", kittens have seen this statement, although some exaggeration, but Honda in the Chinese market recognition is very high is an indisputable fact, such as Civic, Accord, CR-V and other models, have a good sales and reputation, even only in the Chinese market sales and the price is not low Guandao, UR-V sales are not bad. However, it is a little regrettable that Honda's high-end brand Acura has struggled in the Chinese market, even to the point of withdrawing from the Chinese market.
Compared with Lexus, which refuses to be domestic, Acura is actually more active in the Chinese market, and has launched three models: TLX-L, CDX and RDX, but it is regrettable that they have not been recognized in the market. Traffic insurance data shows that the total sales of RDX in 2021 are only 3290 vehicles, which is not as good as the monthly sales of Lexus NX or RX; CDX and RDX are on a par, and the total number of compulsory traffic insurance in 2021 is only 3264.
Reviewing the trend of Acura and Lexus in the Chinese market over the past few years, Kitten believes that the hasty domestic production may be the main reason for Acura's collapse in the Chinese market, which sounds a bit funny, but it really exists. GAC Acura's first model, the TLX-L, is positioned in the sports mid-level car, although it has a good handling performance, but the 2.4L self-pickup engine has no advantage over the 2.0T of the German model, and there is no advantage in terms of brand and price, at the same time, because of its domestic production, it also loses the selling point of original imports. When all aspects of the characteristics are not in line with the needs of domestic consumers, it is reasonable that TLX-L has not been favored in the market.
Positioned between a small SUV and a compact SUV, CDX is a model sold only in the Chinese market, and even questioned as a redesigned model of Binzhi or XR-V, its appearance not only failed to bring sales to Acura, but also caused damage to the brand image. Although its official price is as low as 229,800 yuan, more Honda fans still favor the CR-V, because the latter is the star model of the Honda brand.
Acura RDX is a promising model and the price of 328,000 yuan is not outrageous, but because of the existence of Lexus NX, it has a somewhat difficult day. From the model level, NX changes into the compact SUV camp, while the RDX is a quasi-medium-sized SUV, NX has a better brand image and the label of the original import, and RDX although it has advantages in product strength, but consumers do not seem to be very valued, at the same time, with its positioning close to the Cadillac XT5, Volvo XC60 and other models of terminal offers are difficult, RDX failed to get too much favor is reasonable.
Kitten heart blue view
From the performance point of view, Acura was not successful in the Chinese market in the past few years, but as a high-end brand of Honda, it has a selling point in terms of product strength, but because of the mistakes in market operation and positioning, it has failed to achieve better results in the Chinese market. For Acura, Lexus is its rival and role model. Compared with the BBA with high brand recognition and the Cadillac and Volvo that are willing to reduce prices, Acura is a more technology-oriented brand, if it chooses to sell in the Chinese market in the form of original imports and the pricing is reasonable, or get the favor of some consumers, just like Lexus ES, NX, RX and other models are very popular in the market.
In the Product Line of the Acura brand in the North American market, the new generation of sports mid-range car TLX, medium and large SUV MDX are very suitable for the Chinese market, but want to sell hot require a reasonable pricing; in the US market, TLX starting price of $38,500, MDX is $48,000, Lexus ES and RX are $41,850, $46,645, respectively, in the Chinese market, ES260 is priced at 350,900 yuan, RX is from 405,000 yuan, if the two Acuras can be imported into the Chinese market, and the price is controlled within 320,000 yuan, 450,000 yuan, it will be recognized by some consumers.
Acura, which enters the market as a domestic identity, is not a success, if it can change its thinking and play, change to the original import and return the price to reasonable, it will be favored by some domestic consumers, because China's Honda fans are no longer a minority.