Made-in-China Acura to be Launched in 2016, Distribution Channels Remains Unsolved

Gasgoo.com (Shanghai Dec 14) Acura, a high-end brand of Honda, will officially launch the first made-in-China model in 2016 after three years of preparation for localization. But what will face the made-in-China Acura remains unknown.

There is no doubt that the production of the made-in-china Acura has been at the last moment according to Guangzhou Honda. However, so far, in addition to products, more information about the made-in-china Acura hasn’t been released. Even franchisers of Acura know little about its localization strategy.

“I heard of that Acura is preparing for its localization in China. But manufacturers haven’t communicated with us about that yet,” said a franchiser of Acura in northern China.

Meanwhile, how to build its distribution channel after localization gives rise to controversy again. Like other domestic brands in China, Acura is likely to run into difficulties when dealing with distribution channels.

Acura made in China, it is said, may be sold on the distribution network of Guangzhou Honda so as to accelerate the construction of its own network. Now Acura has about 40 4S stores in China. But some of them have dropped out because of long-run loss, which is not good news for those long-term franchisers.

Compared to China Honda, GAC, who may regard Acura as a marginalized brand in the Chinese market, is obviously not so keen on promoting made-in-China Acura.

Even the joint venture that produces Acura does not show too much expectation on it.

“We are not so excited about the localization of Acura in China. We just take a wait-an-see attitude now,” said an insider on December 10.

Compared to those brands that have been localized in China for two years like Infiniti, Jaguar, Land Rover and Cadillac, Acura which still needs half a year to finish its localization in China is undoubtedly trapped in awkward transition.