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Due to poor sales, the Acura brand is also seeking to survive. At present, manufacturers have made a bold decision to transfer Acura to the Guangzhou Automobile Honda channel for promotion and sales. Acura lowered its price to join Honda, which shows Acura's helplessness in the Chinese market.

The person in charge of Acura responded to the media: Acura as a high-end Honda brand, in order to enable more Honda customers and prospective customers to understand Acura's brand concept and product characteristics closely, we consider many aspects comprehensively. In some excellent Guangben 4S stores pilot set up brand and product display area, so that consumers can experience Acura models more conveniently and quickly.

It is understood that Acura decentralized to Guangzhou Automobile Honda channel for sales, known as the "store in the store" sales model, has been implemented a few months ago. This situation is mainly caused by the continued sluggish sales of Acura in China.

In 2006, Acura began to enter the Chinese market as an imported car, and until 2016, Guangzhou Automobile Acura was officially established and opened the domestic road of Acura, but this did not bring more hope to Acura. Acura has always hovered in the high-end brand market of niche and personality.

GAC Acura's first domestic model, CDX, sold more than 2000 million cars a month, providing power for Acura to continue to cause more subdivided models. However, with the domestic listing of TLX-L, Acura sales are in the doldrums again, and the monthly sales of TLX-L are even in the single digits.

The third model, RDX, was officially launched in 2018, but sales rose after Acura decided to devolve its vehicles to Guangzhou Auto Honda channel to promote sales due to poor sales. Data show that Acura RDX sold 1043 vehicles in June, with a total of 3239 in the first half, surpassing CDX in single-model sales.

Thanks to this, Acura began to approach the level of annual sales of less than ten thousand vehicles. Acura's cumulative sales in 2018 were only 9424, down 42 per cent from 2017. Judging from the sales figures for the past four months, the Acura brand has recovered, with sales of 1140 vehicles in March, 1006 in April, 1024 in May and 2221 in June.

Acura's predicament in China is still difficult to reverse, brand is the biggest factor, lack of adequate publicity and brand image building. Some analysts believe that Acura brand premium capacity is low, the price is falsely high, the design does not accord with the image of luxury cars, few after-sales outlets, marketing problems, etc., resulting in the dilemma of Acura now.

Unrecognized eulogize, finally chose to put down the posture in exchange for sales, the survival problem is temporarily solved, but the price is also farther and farther away from the luxury brand.

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