AutoBeta(AutoBeta.net)09/18 Report--

According to the latest insurance data, GAC Acura's cumulative sales from January to August in 2021 were 4756, down 33.28% from the same period last year, of which only 418 were sold in August, a new low for the year. In terms of specific models, RDX, which locates medium-sized SUV, sold 2354 vehicles in the first eight months, down 35.47% from a year earlier, including 209 in August, down 13.64% from the previous month. Cumulative sales of the compact SUV CDX were 2402, down 29.79% from a year earlier, of which August sales were 209, down 26.92% from a month earlier.

According to the data, Acura was founded in 1986 as a luxury brand built by Honda for the North American market. After successfully testing the waters in the North American market, Honda promoted Acura to other markets, including the Chinese market.

In 2006, Acura entered the Chinese market as an imported car. In 2016, Acura officially realized domestic production and became the second division of Guangzhou Auto Honda. However, the performance of Acura, which is officially localized, contrasts sharply with that of the North American market. Sales figures show that Acura's cumulative sales reached a peak of 16348 vehicles in 2017. GAC Acura sales have continued to decline since 2018, falling 42 per cent year-on-year to 9424 vehicles in 2018, 14786 in 2019 and 11193 in 2020.

Why is Acura's performance in the US market so different from that in China? Although Acura is a luxury brand under Honda, it "doesn't live up to its name". While positioning luxury brands, product power and services cannot be linked to luxury, coupled with the late entry into the Chinese market and the lack of marketing. lack of sufficient publicity and brand image building, so that sales are perennially at the bottom of the luxury brand market. In addition, the imperfect layout of the product line and the slow pace of new product launches have directly led to the continued decline in brand sales. Since Acura entered the Chinese market, it has promoted three models of RDX, CDX and TLX-L to be made in China, among which TLX-L was stopped production and sale because it did not meet the national 6B emission standards. In other words, at present, GAC Acura has only CDX and RDX models on sale, of which CDX guidance price is 22.98-349800 yuan, RDX guidance price is 32.8-460000 yuan, which is close to the German BBA and second-tier luxury brands Cadillac, Lexus, Volvo and other products, but the sales of these two models in the market is very low. According to media reports, GAC Acura may introduce a new TLX, but it is unknown whether it will be introduced and whether it will drive GAC's sales after the introduction.

Whether it is product power or brand promotion, Acura and Mercedes-Benz, BMW, Audi, Cadillac and other luxury brands have a big gap, the lack of product and brand awareness of Acura, it is difficult to return to the peak in a short period of time. In addition, in the context of independent brands going up and traditional luxury brands going down, Acura, which is on the edge of the market, also seems more difficult.

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