Recently, the official website of GAC Honda released the news that in order to further promote the implementation of the electrification strategy, GAC Honda will fully integrate the resources of the GAC Acura brand and join the electrification business. From 2023 onwards, GAC Honda will no longer produce and sell the existing products of the GAC Acura brand, and the after-sales service of the existing owners of GAC Acura will continue to be provided by the special stores of GAC Acura that have joined the electrified sales service network and the relevant channels of GAC Honda.
Prior to this, there was already news that Acura would withdraw from the Chinese market, and now the official announcement of Guangqi Honda has also made up a conclusive conclusion for the future of Acura. At present, dealers have begun to reduce prices to clear inventory, with a preferential range of 50,000-60,000 yuan, which is also a good time for intended users to read the bottom, after all, the later maintenance is also guaranteed. And when some brands are niche but have a certain product strength of the model or car companies withdraw from the Chinese market, there will always be some sentiment party to issue sighs, and in the face of these feelings, Acura can not easily believe.
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Sigh one: Acura This car is very good
"Acura this car is very good", after hearing this sentence, do you think Acura is OK again? Don't forget that there is a sentence behind it, "That is, Chinese consumers do not recognize this brand", why do Chinese consumers not recognize it? Just because brand awareness isn't enough? Lack of brand awareness is just one reason, but not all.
Acura is a high-end honda brand, founded in the United States in 1986, successful in the North American market after launch, and entered the Chinese market as an importer in 2006, but the sales performance was not good. Later, Acura realized that the needs of Chinese users are different from those in North America, and that in order to achieve sales expansion, it must fully meet the needs of Chinese users, so in 2016 Acura began to produce in Guangqi Honda and start localization. The story behind it is believed that everyone knows that the introduction of CDX, TXL-L, RDX three domestic models, but the annual sales have never exceeded 20,000.
Judging from the results, Acura still does not understand what Chinese users want, and from the perspective of product positioning and pricing, Acura's ending seems to have been determined. Whether it is Acura CDX or Acura RDX, when compared with the same level of BBA, we can find that both lag behind the same class of BBA models in terms of wheelbase, which also reflects a problem: Acura does not understand the importance of "long wheelbase" in the Chinese market.
In addition, although Acura has a price advantage in entry-level models, the price difference between the top model and the same level of BBA is not large. What is the reason for choosing an acura of a "standard axis"? Can only be cheap, and can only buy door-level models, there is money to buy high-end models BBA is not fragrant? If the BBA comes to a terminal price reduction, Acura must also follow the price reduction.
For a luxury brand, the terminal transaction price always ends at a "low price", which is very unfavorable to its future brand premium and brand high-end, which is exactly the case, and more and more Chinese consumers also "do not recognize Acura" (think that the value of acura brand is much worse than BBA). So "Acura this car is very good" and "you are a good person" the same meaning expressed, the next sentence is "anyway I don't want", Chinese consumers say acura is good, Acura listen to it, don't take it seriously and think about going back to the Chinese market.
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Sentiment 2: Looking forward to the return of Acura again
Regarding the expectation of XX models returning to the Chinese market, we have to start from subaru BRZ, affected by the "coffee regulations", Subaru had to stop selling Subaru BRZ in the Chinese market, a niche model with high fuel consumption points and low sales, at that time, many netizens expressed pity, hoping that one day, Subaru BRZ can return to the Chinese market.
The result is really to hope that the Subaru BRZ is back, but what is the market feedback after the return? It seems to be no different from before, what feelings? What modifications? What 2 gears 7200 rpm? It's all lip service, why don't you take it seriously, or you don't have the money to buy it! So if a large number of netizens expressed their expectation of Acura's return to the Chinese market, Acura knows what to do.
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Sigh three: Leave some fun acuras for Honda fans
Speaking of acura brand under the "fun" car, acura NSX, acura indie, acura indiegra can be recommended to friends who love to play with cars, and from the statement of GAC Honda, GAC Honda did say that from 2023 onwards will no longer produce and sell the existing products of the GAC Acura brand, but did not say that the Acura brand has stopped production worldwide, some time ago (March 11), Acura officially released a new generation of Integra mass production official map.
For the sake of Honda fans, bring Acura Integral to the Chinese market and leave them some fun cars! For Honda, "Duck does not have to", in front of Honda true love fans, who is more fragrant than the red Honda label and acura label? The Civic TYPE R will be introduced domestically (2.0T) at the end of the year, and Acura Integra only shares a 1.5T engine with the Civic Si, and the answer is obvious. For Honda users, the second car is still biased towards home, when the original purchase of Honda is to "drive not bad" to go, and Acura Integra is used to play.
In addition, Acura has stopped the business of importing cars in the Chinese market since 2021, and the name Integra has also given GUANGQI Honda a model, and it is reported that the successor of Acura NSX is also a pure electric supercar. In this way, Acura and the Chinese market can say goodbye completely, as for a small number of "true love fans" and "love parties" want Acura, their needs will be handed over to parallel import car dealers.