AutoBeta(AutoBeta.net)03/28 Report--

On March 28, according to the well-known auto blogger @ Wu Pei, a dealer in Acura Qingku sold its related models at a low price. According to the pictures posted by the blogger, Guangzhou Auto Acura reduced the price of two domestic SUV models, CDX and RDX, by 60,000 yuan to 70,000 yuan, including the CDX model by 60,000 yuan, starting at 169800 yuan, and the RDX model by 70,000 yuan, starting at 258000 yuan. In addition to the price reduction, the exposed pictures also show that the two models will enjoy the promotion policies of "free of five-year maintenance", "exemption of five-year warranty" and "exemption of five-year traffic insurance". As of press time, Acura officials did not release the relevant statement.

In fact, the news of "Acura will withdraw from China" has long been rumored in the market, and at the beginning of this month, many media also reported that "Acura will withdraw from China." although Acura officials did not make a clear response, many automobile media still think that Acura's withdrawal from China is a foregone conclusion.

On March 4, the relevant media said that Acura was about to bid farewell to the domestic market, and the dealers under the brand would also withdraw. On March 6, the media learned from the dealers that Acura will withdraw from the Chinese market and is waiting for the final notice from the manufacturer. Acura's only 4S store in the Beijing market, Guangzhou Auto Acura Beijing Jingang Store, has also officially stopped sales and will later switch to McLaren; some of the Acura booths are located in the Guangzhou Automobile Honda 4S store and are currently digesting the inventory of cars.

In response to the news that "Acura will withdraw from China", the relevant person in charge of Guangzhou Auto Honda, the staff of Guangzhou Auto Acura and the relevant person in charge of Honda China all made the following response: "at present, there is no such thing as eulogizing the withdrawal from the Chinese market." GAC Acura staff responded, "it is still in normal office." Honda China official said: "No statement has been issued, but there is some information that can be disclosed. Combined with the development trend of the Chinese market and the changing trend of consumer demand, GAC Honda is exploring the integration of brand resources." In the after-sales aspect, GAC Honda will continue to provide after-sales service for existing users. Under the premise of good cooperation, GAC Honda will communicate with franchisees, suppliers and other related parties one by one to properly handle related matters and protect the interests of franchisees and suppliers. "

According to previous reports from the automotive industry, Acura, as a Japanese luxury car brand, has imported ILX, TLX and RLX cars and three SUV models such as RDX, MDX and ZDX, but due to poor model sales, there are only two domestic models Acura CDX and RDX in China. In terms of sales, according to sales, GAC Acura sold 6554 vehicles in 2021, down 45.05% from the same period last year, including 3264 CDX models and 3290 RDX models. In contrast to the American market, Acura is a different story. In 2021, Acura sold 157408 vehicles in the United States, an increase of 14.9 percent over the same period last year, making it one of the top five luxury cars in the United States. On March 11, Acura officially released the official map of its new-generation Integra production version, the new Acura Integra compact sedan, which is built on the same platform as the Honda Civic, but higher than the Civic, and is now available for pre-sale in overseas markets at a price of about $30000 (about 189700 yuan).

According to the data, the Acura brand, founded in the United States in 1986, is a high-end car brand under Honda and the first Japanese luxury brand. Acura officially entered the Chinese market in 2006, and now 16 years have passed, Acura is still not popular. People in the industry generally believe that the reason why Acura is not popular is, on the one hand, because the recognition of Acura brand itself is not high. On the other hand, it is because the model launched by Acura is too single to meet the needs of the domestic market, and consumers do not buy it.

Although Acura is Honda's high-end brand and the first Japanese luxury brand, it has no sense of existence in China. In 2006, Acura was introduced to China as an imported car and competed with brands such as Lexus and Infiniti. However, the recognition of Infiniti and Lexus, which are also Japanese luxury brands, far exceeds Acura, while other second-tier brands such as Cadillac also sell far more than Acura. In contrast, Acura's sales are "bleak". For example, Lexus sold 227000 vehicles in 2021 and Cadillac sold 23.31 vehicles in 2021.

In terms of product output, Acura reached localization with Guangzhou Automobile Honda in 2016, and then Acura introduced the best-selling TLX in the North American market and lengthened the body and wheelbase to create the TLX-L, which is also lower than that in the North American market, but the car interior basically copied the design of the American version of the model, lacking a sense of luxury and almost unchanged in terms of assembly, resulting in dismal sales. Acura launched its first domestic model, CDX, in July 2016 and became the main model of Acura. According to data, Acura sold a total of 16348 vehicles in China in 2017. After that, Acura launched more models one after another, but sales began to decline. Only 9424 vehicles were sold in China in 2018. By 2019, Acura's sales in China will reach 14786, and in 2020, it will be 11193. After entering 2021, Acura's sales in China continue to decline, and the cumulative sales in 2021 are only 6554. The main reason is that the innovation of modified models is not enough, such as the CDX currently on sale. 2021 and 2020 only the appearance of the decoration has been changed, only the silver bar around the net in the front face has been changed to black. At the same time, the number of model products is also "shrinking". GAC Acura TLX-L announced that it would stop production in 2019, and Acura stopped China's imported car business and car business in 2021. So far, Acura has only two models on sale in China, the CDX and the RDX.

After 16 years in China, it is really sad that the final "rollover" ends, but the market is fair. Only by following the needs of the market to launch products in line with the needs of this era, consumers are willing to buy it, and the brand can go on for a long time.

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