Three major Japanese luxury car brand in China's different destiny

Keywords: Japanese luxury car brand car brand branding brand management

Three in North America, masterful Japanese luxury brand Acura, Lexus, Infiniti's fate is quite different.

150 vehicles, Honda's luxury brand Acura Acura avatar into China for half a year after dismal sales performance; 1500 vehicles, this is already 2 years after the entry into China by Toyota's top brand Lexus sales a month; 1500 vehicles, this is about to enter the Chinese market Nissan Motor top models Infiniti sales a year's plan. Three in North America, masterful Japanese luxury brand in China's fate is fundamentally different.

Acura trouble

"Most favourable 3.2 million. "This is an Acura Acura TL of dealers on the highest margin of preference, and dealers of helpless concessions opposite should of is already entering the Chinese market for more than half a year's Acura performance bleak. Journalists from Honda (China) for display of sales data, as of April, Acura sales only 150 vehicles. In front of so depressed performance, Honda may resize the previous strategic plan.

"Our months of sales only dozens, the intention of the order is very small, the Acura TL and the Acura RL is beginning to have different levels of discount. "Yesterday, the acceptance of the China business news interview of dealer said," the end of March to early April, Acura sales of approximately 150 vehicles. "Honda automobile (China) investment co., Ltd. 's spokesman on the business news on confirmed that faced with such dismal sales situation, Honda (China) did not elaborate.

And sales downturn is opposite should of is a praise independent channel construction intransigence. As early as last year in the early days of praise release, Honda (China) said that the songs in the first 5 dealers in late 2006 and early 2007. It is reported that the first batch of business will be located in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, and five special sales shop, will be completed by mid-2007 around 10 flagship store of Acura. However, as of mid-May, still only in Beijing, Shenzhen and nanjin three Acura dealer officially put into operation, according to Honda (China), General Manager of soldiers after the Tuk-plan, in September 2006 ~ during the month of March 2007, the Acura brand in China's sales plan 3000 vehicles.

"Visibility is low, the Chinese market is well prepared to rush into lead praise now awkward position. "The Acura dealer says," and Lexus years of meticulous preparation, to celebrate the start of its inherent. "The end of 2005, Honda announced that Acura import China a relinquished previously used for years by the Chinese name" akula, "but changed its name to" praise ". Until now, "praise" popularity just stay on the Honda. Interesting is an extreme example, Nanjing Acura dealer in Shanghai to do full text ads, full text see "praise", still continued the former Chinese name Aucra "akula".

Lexus of ambition

And sing the praises of life gets tough opposite should of is another luxury brand Lexus is hype. Today in Shanghai and Hangzhou, and other big cities the street can be seen everywhere, the frequency of Lexus did not lower than BMW and Mercedes-Benz, after just two years of cultivation, Lexus is at an alarming rate in advance. In fact, while Toyota has never released Lexus sales, but the business news on information obtained from the Customs last year Lexus to enter the Chinese market of more than 1.2 million units, the data from 2005 increase nearly doubled.

And more and more Lexus vehicle opposite should of is a Lexus shop expansion speed. 2 years before the Lexus has just to enter the Chinese market, in Beijing and Shanghai, the first batch of six franchise stores. The main vehicle for the LS430, RX series and the GS430 and GS300. Lexus first step is to carefully. According to Toyota regards expected every shop 700 ~ 800 vehicles sales, March 2005 started officially imported Chinese market Lexus had achieved sales of about 6000 vehicles, but is this enough to 6000 cars also makes Lexus ranks fourth in luxury cars, second only to the Audi, BMW and Mercedes Benz.

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