A few days ago, GAC Acura officially released the news that from 2023, GAC Honda will no longer produce and sell the existing products of the GAC Acura brand, which means that Acura will officially withdraw from the Chinese market next year. In fact, this result has long been expected, but I feel some pity for the acura brand.
On the other hand, Lexus, which is also a Japanese luxury brand, is thriving in China, and it is one of the three major Japanese luxury brands, why is there such a big contrast? In fact, the defeat of Acura confirms one point, that is, the Chinese people pay more attention to face than to Lizi when buying a car.
The reason for Acura's failure, many people will boil down to weak marketing capabilities, car logos and Changan are too similar, product update speed is too slow and so on. But in the final analysis, Acura's car is not the type of product that domestic consumers like, which is the root cause.
What kind of car do Chinese people like? Take Acura RDX as an example, 400,000 cars, first of all to see the brand, BBA everyone recognizes, drive back to the hometown, the village head of the Wang aunt are known, Lexus's appearance recognition is also very high, a look is very luxurious, but acura? Uncle said that the boy you Chang'an is good, get more than 100,000, you replied that I am acura, spent 400,000, people will say that you spent 400,000 to buy Chang'an? Something is wrong.
Secondly, look at the exterior interior, aside from the driving standard, the 400,000 car looks atmospheric and exquisite, Acura This car exterior design language is a bit outdated, there is no sense of high-end. The interior has to be luxurious, 400,000 car friends sit in if you can exclaim, this car interior is good, but the interior of acura, and luxury two words do not have anything to do with it, the design of the center console is even permeated with a strange, no sense of beauty, and passed a group of people.
Finally look at the cost performance, the so-called value for money? Not linked to the power performance, driving experience and handling, because ordinary people buy a car can not try these at all, their so-called cost performance, is to compare the price and brand, space, configuration, size, that is, the comparison on paper, sit in the back row to see the space, than a few punches and fingers, the money spent must buy a big car. 400,000 buy BBA is worth it, but 400,000 buy Acura? Brain problems? In this regard, Acura also has a pot, can't you cut prices like Lincoln to survive? Do you have to hold your own identity, the price is high and the price is dismal to leave?
Therefore, it can be seen from the above that Acura's models cannot sell well in China at all, because it is not a product adapted to the domestic automobile market, it is designed for the US market, and if it wants to sell well, it must undergo Chinese transformation. Lengthening, fine decoration, price reduction three major pieces, interior redesign, body lengthening the rear of the car plus an L to show identity, and then more sincere in terms of pricing, of course, the price reduction will definitely be accompanied by secret reduction, today's luxury brands including BBA are doing so.
But if you return to the original intention of buying a car, you will find that Acura this car does not have those bells and whistles, it is a really good car.
Powerly, the combination of 2.0T plus 10AT, how to be more conscientious than Lexus's self-priming plus CVT, compared to the same level of BBA players, the whole series is high power, 265 horsepower, 380 Nm, more sincere than the BBA to make a small cup in the cup of the big cup.
Configuration, you said acura RDX 360,000 more starting price is a bit high, but it now has 50,000-60,000 yuan of terminal discounts, and the configuration can be said to win the BBA top match, beggar version has adaptive cruise, active braking and other complete set of active safety configuration, variable steering ratio, blind zone image, panoramic sunroof, electric tailgate, front seat heating, adaptive far and near light and other configurations are equipped, these configurations of the same level of BBA top configuration is not necessarily there, right?
Mechanical quality, Acura RDX is also really able to play, excellent handling, the second low equipped with the fourth generation of SH-AWD super four-wheel drive force free control system, in addition to allowing the front and rear axle drive force in 30%-70% can be intelligently distributed, but also according to driving characteristics and road conditions, the left and right rear wheel drive force to do 0-100% intelligent adjustment, this left and right wheels can control the power of the four-wheel drive system, than the same level of BBA four-wheel drive to be higher than the high-end stronger bar.
On safety, the latest generation of ACE advanced bearing type two-way protection body structure, with the world's first inner/ outer double-layer hot stamping molding door frame, high-strength material application is as high as 60%, to achieve the super rigid body top safety indicators. In terms of active safety assistance, the acura Watch future-looking intelligent security system is equipped as standard, and has received the highest rating from IIHS's TSP+ (Top Security Rating +).
From the inside point of view, Acura RDX can be said to be worthy of any model of the same level, even if it is a first-line luxury brand BBA of the same level, the mechanical quality may not be able to beat it. However, because it is not done well in terms of appearance, interior, brand and other aspects, the Acura RDX has become a completely niche model.
Here, not to call on everyone to buy Acura RDX, nor to advertise for Acura, to quit China, it also plays what advertising, the key is to feel that Acura this brand withdrew from the domestic market, some pity, although we can pick out a lot of problems with the management of GAC Acura, it is they who led to Acura's current situation, but it is undeniable that Acura can create a good product, but when we buy a car, we pay more attention to the surface of the product force, but often ignore the inherent product force of a car, This is not a sad thing.