After publishing its China made plan, Acura has accelerated its marketing in China. Besides, the company has introduced small displacement auto into Chinese market to low its product price and extend its customer group.
Acura will launch its ILX2.0 elite version in October with 298 thousand Yuan price. Yue Chen, vice director of Acura Toyota (China) Business Unit, told media during interview that it has two meaning for ILX2.0 launching market. First, it benefits Acura to build its small displacement product line. Besides, it will bring Acura price down to fewer than 300 thousand Yuan, which will attract young consumer.
Acura has introduced four more models this year. They are RDX 3.0 version, RLX flagship sedan, ILX2.0 elite version and totally new RDX at the end of this year. Because of limited products configuration, it believes that Acura does not take Chinese market serious enough although product launching speed is faster. ILX2.0 elite version has been launched to against Audi A3 and BMW 1 series. Takuya Tsumura, director of Toyota (China) Business Unit, answers that why each model has only one configuration “current configuration has competitive enough on our product arrangement. Therefore, we consider introducing one configuration to fit our customer’s requirement. ”However, he admitted that with the customer become younger, Chinese market will have various requirements. “We will research the tendency carefully, and make a countermove.” Takuya Tsumura said “we are changing gradually. For an example, we only have RDX 3.5L before, but then plus 3.0L version. This time we introduce 2.0 version. We are introducing difference models and versions by our effort.”
“We will consider about small displacement vehicle and low displacement as we can.” Takuya Tsumura said. For luxury car, low displacement equal to low price. For an example, Acura RDX 3.5L consume tax is 25%. However, RDX 3.0L consume tax is low to 12%. 13% tax rate will reflect to price.
Takuya Tsumura said that we heard people discuss about the price of Acura. Is it possible to make the price lower? We have realized the issue, and will work forward to the direction. ILX2.0 elite version is the beginning of low price, “we will introduce suitable price products to Chinese market step by step after.”
This year, Acura plans to extend its sales network to 40. According to Yue Chen, Acura sales remains 40% increase in the first half year. Annual sales will reach more than 4 thousand this year.
