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According to a number of media sources, Guangzhou Auto Acura, the only 4S store in the Beijing market, has stopped selling and will switch to McLaren. Although there are still a number of Guangzhou Auto Honda 4S selling Acura products with Taiwan sales, but they are also in a state of digesting the inventory of cars, but according to the shop assistant told the media, the store has no longer ordered new cars from manufacturers. It also said that the factory of GAC Acura has stopped production. Many automotive media reported that its internal discussions have ended, withdrawing from the Chinese market has become a foregone conclusion, and the rest is Guanxuan. Honda China official said: "the official side has not issued any statement, but GAC Honda is exploring the integration of brand resources." In the after-sales aspect, GAC Honda will continue to provide after-sales service to existing users. "

Acura brand has been rumored to withdraw from the Chinese market, but Acura officials did not respond to the news. Check various GAC official verified accounts on Sina Weibo. Except for the brand's official Weibo and official account, almost all dealer verified accounts stopped posting new messages by the end of last year. The official Weibo account of the Acura brand, "Acura- Acura", is still posting good-looking content every day, but there are few models or eulogizing the latest developments in China. In recent days, some netizens have also asked him in the comments to confirm the exit news, but the official account did not respond to these netizens' questions, just kept the previous content updated.

Acura stopped importing cars and cars in China last year. Sales of Acura's imported MDX and NSX models have long been suspended in China. GAC Acura TLX-L also announced the suspension of production in 2019. Today, Acura has only two domestic models, the CDX and RDX, on sale in China.

In 2014, Acura was full of confidence. In its "2020 Plan" for the Chinese market, Seiji Kangshi, former general manager of Honda Technology Research, said that "by 2020, Acura's annual sales target will reach 100000 vehicles." In 2020, GAC Acura sold only 11193 vehicles, down 31.73% from the same period last year and achieving 1/10 of its original target.

This is not a sudden collapse. In 2015, its sales in China remained at about 5000 vehicles, almost falling out of the top 10 of various luxury car sales lists. Subsequently, began to introduce ILX, TLX, RLX three cars and RDX, MDX and ZDX three SUV models, and with GAC set up GAC Acura to produce domestic models. After localization, Acura ushered in a brief highlight, with sales of 16348 vehicles in 2017, but fell to 9424 the following year. There has been an increase but not an outbreak, and the data show that its products, prices and sales network are not strong enough to hold the fruits of the development. And this scene, has been staged before, in 2011 Acura completed 4000 vehicles, although the introduction of more models, but sales declined.

In terms of sales performance, Acura and Honda have drawn a clear dividing line. The problems of Acura are summed up by the outside world as follows: few models, large displacement and high price. In the market environment at that time, it introduced a low number of competing brands, compared with Honda's high-end brand, its product price was close to that of Audi A4L and BMW 3-Series, but failed to win local consumer recognition. Acura introduced the best-selling TLX in the North American market, and lengthened the car body and wheelbase to create a TLX-L, with dismal sales under 279800-379800 yuan to stop production ahead of schedule. With the withdrawal of many models, GAC Acura CDX and RDX domestic models accumulated sales of 5762 vehicles in 2021, down 48.6% from the same period last year. Of this total, CDX sold 2810 vehicles for the whole year, while RDX sold 2952 vehicles for the whole year. 


Automobile consumption is a very personalized perceptual consumption, consumers establish brand positioning under long-lasting publicity, and then pull out their wallets for this. In this case, potential consumers are particularly sensitive to the performance of second-tier brands. When the sales network is complete, they can keep a certain sense of existence through the introduction of updates or discounts. If they are a little behind, they will be forgotten. Acura, Infiniti, Lincoln and Cadillac are all the same, which can not replace the brands that cannot be discounted and cannot be discounted. Under the further pressure of electric cars. When even the final personalized label is erased, the brand will naturally disappear from the consumer's field of vision.

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