Although it belongs to the same Japanese luxury, Acura is obviously not as good as Lexus in the Chinese market.
It has been revealed that the only 4S store in gagac Acura Beijing has stopped selling cars, and most of the dealers in the rest of the area that have not stopped selling have begun to sell their inventory at low prices. In addition, according to dealer insiders, the GAC Acura plant has been suspended at present.
It is worth mentioning that Acura has successively stopped the import car business and car business in the Chinese market in 2021, and only RDX and CDX two domestic SUV models are sold by GAC Acura, but these two cars have also embarked on the road of price reduction, promotion and destocking.
The price was reduced by 60,000 or 70,000, and Acura entered the inventory clearing stage
At present, Acura dealers are engaged in price reduction to inventory, of which the compact SUV Acura CDX cash drop of 60,000 yuan, the starting price of 229,800 yuan directly into 169,800 yuan.
Acura RDX preferential range is greater, cash drop of 70,000 yuan, the starting price of 328,000 yuan has also dropped to 25.8, should be competing with Audi Q5L, BMW X3 luxury medium-sized SUV, the price has slipped to the point of internal friction with their own brothers.
In addition, the purchase of Acura CDX and Acura RDX also has 5 years of free maintenance, free warranty, free traffic insurance, 60,000, 70,000 cash discounts plus a series of car purchase policies, in exchange for the usual dare not think.
Although there are great ambitions, they have not fulfilled people's wishes
If you count from the official landing of the Acura brand in China in 2006, Acura has been mixed in the Chinese market for 16 years, if from 2016 gac group and HONDA jointly established a new business system for ACIC Acura, acura localization has also been 6 years, but acura in the Chinese market seems to have never improved.
According to the data, in 2015, the sales volume of the Acura brand in the Chinese market remained at about 5,000 vehicles, and the first year after domestic production was its highlight moment, with sales of 16,348 vehicles. Sales rose and fell fast, and in 2018, Acura brand sales fell to about 10,000 vehicles.
By 2021, Acura will sell only more than 6,000 vehicles in China, falling back to the level before domestic production, and Lexus, which is also a second-tier luxury brand, will sell 37 times more than Acura in 2021, reaching 227,000 vehicles, and Lexus is still imported from all models. It's not so much an acura as it is an embattled song.
Recalling the 2014 Honda Jiken Industry (China) Investment Co., Ltd. former general manager Seiji Kurashi "by 2020, Acura's annual sales target will reach 100,000 vehicles", as the earliest batch of luxury brands in the Chinese market layout, domestic 6 years only Acura RDX, Acura CDX, Acura TLX-L three models to achieve domestic production, of which Acura TLX-L is also discontinued, Acura is really a bucket that cannot be supported.
To make way for Honda's electrification, Acura is almost an official announcement away from China
Fuel vehicles can not be determined, in the new energy outlet to try the electrification transformation?
Acura does have this in mind. At the end of 2021, Acura announced that it will fully enter the research and development stage of electric vehicles, and plans to launch the first electric product in 2024, and its electric models will account for more than half of the total output by 2030. But this is a plan for the US market, and there is no sign of it in the Chinese market.
I wouldn't believe that a brand that has lost its premium capacity and has no voice will be successful because of the sudden transformation into an electric vehicle. After all, do you think Acura will sell 100,000 or tens of thousands of electric vehicles? Even if there are more than 200,000 electric vehicles, who will vote for Acura with their wallets?
In the author's opinion, Acura may make way for Honda's electrification in the Chinese market.
In October 2021, Honda China announced its electrification strategy in China and released a new pure electric vehicle brand "e:N". In terms of channel construction, Honda China will not only rely on 1,200 special stores in the domestic market to create e:N exclusive spaces, but also set up "e:N" franchise stores in key cities. It is worth mentioning that the dealer authorization of Honda's new pure electric brand e:N will give priority to the original Acura dealers.
In the eyes of many people, Acura's situation at this time is almost an official announcement away from China.
Written in the end: In a highly competitive market, no one can ever be successful because of whoever carries the golden key. Acura's imminent delisting is a microcosm of the marginal second-tier luxury brands.
This is the acura, who is next?