Thread: Uvodnik: Acura potrebuje drugo Crossover

Vsi se želijo brati Acura svoj zadnji obredi, ampak v Združenih državah Amerike, je uspelo outsell Audi lani. Kljub temu, da malo ponuditi navdušence in tradicionalne ljubitelji blagovne znamke, RDX in MDX so brez pridržka uspehov: na RDX outsells vse majhne prehode iz Germanys razkošje pasovih (Audi Q5, Mercedes-Benz GLK itd.) z večje MDX outsold samo na Lexus RX in Cadillac SRX oziroma. Kot Acura touts na NSX kot prihodnost blagovne znamke, kaj lahko res stojijo rabiti je drugo crossover, ki reže spodaj je RDX.
Acuras prodaje so bili Brdska železnica v zadnjem desetletju. 2006 videl začetek strm upad prodaje, z Acura izgubili skoraj polovico svojega obsega do leta 2009, bo od 201,000 enot letno za nekaj več kot 105.000 v treh letih. V mukah zaradi finančne krize, Acura pločevinkah drage projekte kot a prednje motorjem, V10 NSX, načrtovanih V8 in vzvratno vožnjo ploščadi. Tam je celo govoriti opaževanja blagovno znamko v celoti.
Jasno je, da se ni zgodilo, in blagovno znamko uspelo vrnitev nazaj. Lani je prodala prihranku okoli 165 000 enot, z računovodskimi RDX in MDX za 59 odstotkov celotnega obsega blagovnih znamk. Ljudje prihajajo Acura za prehode, ne za avtomobile, čeprav to sliko bi morala izboljšati, zdaj, da je RLX zamenjala RL in Umirajoče TL je na poti ven.
To ne spremeni položaj, kar lahko Integra GS-R častili vernikov ni všeč. Prehode so raste segment, in morda samo svetla točka v globalni krizi auto trg. Tudi v Evropi, duhovno doma karavan, prehode so praktično edini segment, ki se ne krči. Acura, sama ni globalno blagovno znamko, ampak ključnih trgih v tekmuje v-Severna Amerika, Kitajska in Rusija-so crossover noro, še posebej zadnji dve, kjer slabe ceste narekujejo višjo ride višine, in visoko vozniškim položajem in faux SUV razsežnosti so vse zaželene lastnosti.
V Ameriki, CUVs jih že jedla v segmentih kot srednje velikosti in velike limuzine, medtem ko majhne prehode, kot so Honda CR-V in Ford Escape so med najbolj priljubljena lahki tovornjaki. Ob istem času, je nagrada majhne avtomobile kot Mercedes-Benz CLA pridobivajo osvojitev prodaje iz mainstream z imeni kot so Honda Accord. To bi bilo neumno domnevati, da prihajajoči Mercedes-Benz GLA ne storijo enako s CR-V, pobeg in druge večje, vendar primerljivo ceno mainstream vozil.
Acura je dejal, da bodo delali na GLA-velika vozila za kitajski trg, ki temelji na Honda Vezel. Iz poslovno-ekonomskega vidika, theyd se neumnega, ne da bi jo tukaj. Težko zamisliti, da bi uspevala, slabše, kot nerodno Proporcionalan ILX, ki ni bilo sprejeto z tržišče, in bo verjetno dobil svoje kosilo pojedo kemiluminiscentni Analizator.
Ko gre za osebna vozila, Evropski z imeni so Acura, pretepen zatvornica, založiti ter sod. Vendar crossover prostor je drugačno zgodbo, in samo še raste še in še. Tekmec v GLA, BMW X 1 in Audi Q3 lahko način za Acura vrteti ladje okrog, dodajanje nosilec za blagovno znamko medtem ko maksimiranju dobička za Fit/Vezel platformo in preprečuje lastnica ki kotu trga evropskih blagovnih znamk.

Everyone is eager to read Acura its Last Rites, but in the United States, it managed to outsell Audi last year. Despite having little to offer enthusiasts and traditional fans of the brand, the RDX and MDX are unqualified successes: the RDX outsells all of the small crossovers from Germanys luxury bands (Audi Q5, Mercedes-Benz GLK etc. ) with the larger MDX outsold only by the Lexus RX and Cadillac SRX respectively. As much as Acura touts the NSX as the future of the brand, what they could really stand to use is another crossover, one that slots below the RDX.
Acuras sales have been a roller coaster over the past decade. 2006 saw the beginning of a steep decline in sales, with Acura losing nearly half of its volume by 2009, going from 201,000 units annually to just over 105,000 in three years. In the throes of the financial crisis, Acura canned expensive projects like a front-engined, V10 NSX, a planned V8 and rear-drive platforms. There was even talk of shuttering the brand altogether.
Evidently, that didnt happen, and the brand managed to claw its way back. Last year, it sold 165,000 units, with the RDX and MDX accounting for 59 percent of the brands total volume. People are coming to Acura for the crossovers, not for the cars, though that picture should improve now that the RLX has replaced the RL and the moribund TL is on its way out.
That doesnt change the situation, as much as the Integra GS-R worshiping faithful may not like it. Crossovers are a growing segment, and perhaps the only bright spot in a globally depressed auto market. Even in Europe, the spiritual home of the station wagon, crossovers are practically the only segment that is not shrinking. Acura itself is not a global brand, but the key markets in competes in – North America, China and Russia – are crossover crazy, especially the latter two, where poor roads dictate a higher ride height, and a high driving position and faux-SUV proportions are all desirable traits.
In America, CUVs are already eating into segments like mid-size and large sedans, while small crossovers like the Honda CR-V and Ford Escape are among the most popular light trucks. At the same time, premium small cars like the Mercedes-Benz CLA are gaining conquest sales from mainstream nameplates like the Honda Accord. It would be foolish to assume that the upcoming Mercedes-Benz GLA wont do the same with the CR-V, Escape and other larger, but comparably priced mainstream vehicles.
Acura is said to be working on a GLA-sized vehicle for the Chinese market, based on the Honda Vezel. From a business standpoint, theyd be foolish not to bring it here. Its hard to imagine it would fare worse than the awkwardly proportioned ILX, which hasnt been accepted by the market place, and will likely get its lunch eaten by the CLA.
When it comes to passenger cars, the European nameplates have Acura beaten lock, stock and barrel. But the crossover space is a different story, and its only going to grow further and further. A competitor to the GLA, the BMW X1 and an Audi Q3 could be a way for Acura to turn the ship around, adding volume for the brand while maximizing profit for the Fit/Vezel platform and preventing the European brands from owning that corner of the market.