Honda Acura envió supervisar: Seiji Kuraishi intensificar la coordinación guangqi

Posted on 11/12/2014 4:47:59 PM

After two years of product strategy for the rapid introduction of effective micro victories, Seiji Kuraishi separates most of the energy needed to concentrate Acura promote localization.
Currently the Acura brand has been identified in the production of Guangzhou Honda Automobile. Honda China as the current Minister Seiji Kuraishi November 8 to face the media, talking about the luxury brand Acura Honda when China's performance, mixed feelings, "Acura brand building, there are two problems: first, the products and the weak prices; Secondly, the power of the brand under ".
Acura entered the Chinese market has been nine years, but sales have stalled, is the luxury car brand market edge. This is the fifth rank in the US state of luxury car market in the marked space.
Last year, Acura is determined nationally. But over a year later, the Acura brand as some other high-profile initiatives to prepare for the national: in terms of sales, channel development, building activities brand, Acura is still a continuation of the "low key" past almost any problem with market power ring.
Slow progress made by Acura, Honda CEO of global business planning, management Toshihiko Nonaka acknowledged. "How well prepared location is a more difficult question to answer Acura to consider, in addition to competition with competing products, but also consider how to maintain the independence of the Acura, a segment of Honda and Acura brand mark" .
Progress was slower than expected
Acura sales in the last eight years, only about 20,000 last year, only 04,600, but later introduced Infiniti China reached 17,000, Lexus has reached 74,000, the power of the Acura brand has yet to break.
Last year, they dug Infiniti Chinese Assistant Director of Operations, Chen Yue, vice minister of China as the Acura Division is responsible for sales, hoping to borrow the experience of Infiniti brand promotion.
Chen Yue also Earlier this year, China announced last year, sales of Acura than doubled, which means that sales to reach 9200 target. However, the current fierce competition than ever, luxury cars, Acura degree of difficulty than expected.
November 8, Seiji Kuraishi 21st Century Business Herald reporter said Acura sales target this year is 6000 Acura goal since the fall, is expected to be just over 65 percent set at the beginning.
Acura in China faces the problem is multifaceted. Seiji Kuraishi from a macro perspective is summarized in two questions: "First, the imperfections of the most reasonable price, in line with consumer demand for products in the North American market, current Acura products to import approach sales introduced in China, so the product. and price competitiveness was relatively weak, secondly, the brand is weak at present, awareness and understanding of the Acura brand is still relatively low, the characteristics of the Acura brand failed to adequately inform consumers "..
Domestic prices of luxury car brand continue to decline, while the Acura Design US, vehicle are all imported, although the yield and product reliability are excellent, but low visibility and competitive prices, repression of its market space.
Thus it extends to a number of practical problems, almost forming a circle loop problem: it is difficult to improve sales channel expansion is also very difficult. And Honda is a special focus on the profitability of the company, against market uncertainty, pre-branding and other policymakers must invest many questions, not to mention the power of the mark also rise.
Difficult to expand sales channels in China last year, there are 40 Acura dealers, according to 4600 annual sales, average sales of single-store only 115 years, this situation is difficult to maintain operations 4S shop. Chen Yue has plans to open 50 dealerships this year, but only if the network is expanding sales improved significantly, to complete the sales target to double in order to ensure that the dealers profit and maintain stable network.
As planned earlier, in 2016 after more than a year Acura will achieve nationally. They are generally a car brand to enter the inner channel, the evaluation criteria tend to be whether there is a market basis, sales of imported cars reached a certain level. But Seiji Kuraishi not released before the domestic sales of Acura to accomplish much.
"We have developed a long-term plan, the plan for 2020 Acura sales in China reached 100,000 or more." Seiji Kuraishi said the goal is 16.7 times sales this year.
Acura imaginary enemy is yourself
Acura Like other Japanese luxury brands, develop the best market is the United States. Last year, Lexus ranked third in the American luxury car, Acura and Infiniti ranked fifth and seventh, respectively. The first three quarters of this year, Acura sold in the US nearly 120,000, reaching sales of luxury cars in sixth.
Acura is worried that the global market is catching Infiniti. Last year, the model of learning in changing US Infiniti: Honda Acura brand as an independent organization, also began to establish an independent structure to play the brand identity of luxury.
Soon Acura in China also consciously pursue an independent strategy. Last year, in a show of big car, Acura is independent of defense, and the meeting with the segment of the press conference Honda, Acura publish their own information.
But an independent system Acura promotion strategies are formed. November 8 Acura launched a new brand slogan and announced the new brand ambassador, but the leader is Honda (China) Division Acura Acura is responsible for national and Honda producers, have not appeared before the media communication.
This situation and Infiniti brands as internal preparation period is completely different, completely independent of Infiniti Nissan head rotor and Mitsubishi head rotor 149701-0520,Independence Acura is difficult to overtake, there is another reason: Despite its established jointly with Guangzhou Automobile domestic Acura, but the short term is difficult to determine the powers and responsibilities of the parties, a joint venture between the demands of different parties of interest they can not help when faced with internal problems. A variety of uncertainties, drawbacks allowed organizations to promote public awareness, only to Honda China to come on.
In July this year, sources said wide sales vice president in charge of co-primitive first celebration will move to the Acura, Acura is responsible for national projects. The industry believes that executives Guangzhou Automobile drawn on the Acura, indicating the shareholders of both companies have reached an agreement on the rights and responsibilities in general. However, four months later, still together to celebrate the transfer has not been officially confirmed. Guangqi Honda and Acura position in the project at a very delicate stage.
"Cooperation with Guangzhou Automobile Group, is now carrying out a number of consultations on specific content in the adequate opportunity to the most specific description, all preparations are running smoothly." Said Seiji Kuraishi.
But the industry has questioned the voice, Acura at home time? Kuraishi said Seiji 2016 Acura models can determine the location of production. Fields Meanwhile sales network and after-sales service is also positive reinforcement.
Faced with a difficult situation, the headquarters of Honda was a little worried, published in the brand slogan of this conference is not the head too heavy, Honda sent a Managing Director and the Executive Automotive Systems Division Toshihiko arrived at the scene to monitor operations in Nagano.

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