Along with the growth of the domestic luxury car market, second-tier luxury brands have been prepared to achieve domestic production. Honda’s high-end brand, A cura, has already finalized its domestic plan in July last year, but soon found that it lacks brand power. To this end, on November 7, A cura Acura released a brand new slogan "Focus on Galloping" and invited famous actor Feng Shaofeng as a "brand partner." Cang Shicheng, general manager of Honda Technology Industrial (China) Investment Co., Ltd., revealed that Acura Yangge hopes to achieve sales of more than 100,000 units by 2020. Rice Mill,Rice Mill Machine,Rice Grinder Machine,Small Rice Milling Machine Hunan Nongyou Machinery Group CO.,LTD , http://www.harvesterequipment.com
A new starting point for brand communication As a high-end brand born in North America, A cura has been focusing on the development of more precise control technology, but since its entry into China in 2006, its brand promotion has not been successful. According to the data, in the first three quarters of this year, although sales in China increased by 38% year-on-year, in terms of figures (Acura's sales target for this year is only 6,000 units), it is still lower than other Japanese car competitors.
In order to enhance brand power, A cura decided to release a brand new slogan of “Focus on Galloping†in order to enhance the brand's genes more intuitively and clearly. In order to enhance brand power, Honda Technology Research (China) Investment Co., Ltd. And value.
At the same time, A cura officially launched the "Brand Partner Program", and invited the famous actor Feng Shaofeng as a "brand partner" to deeply participate in and plan the brand series promotion activities.
“The launch of the brand new slogan and the launch of the partner program will be a new starting point for A cura's brand communication,†said Cang Shicheng.
In 2020, we plan to achieve 100,000 units of sales. Cang Shicheng said frankly that in the face of the fast-growing Chinese market, A cura's development mainly faces two major difficulties: First, the lack of brand power, the release of a brand new slogan; the other is To introduce new products to the country at the most reasonable price, the introduction of imports cannot do this, so localization is required.
Cang Shicheng said that Honda (China) is actively promoting various preparations for the production system, including sales network and after-sales service, and the goal is to achieve domestic production in 2016. According to previous plans, A cura's first domestically produced product will be a new car based on the concept car SU VX.
Toshihiko Nobuyuki, executive director of Honda Technology Co., Ltd. and director of the automotive business, said that to ensure the success of A cura localization, it is necessary to strengthen three aspects: first, design, Honda has set up A cura design room to design products. Secondly, how to implement the latest technology and technology in A cura products as soon as possible; finally, develop the unique technology of A cura. "These three aspects will be the core guarantee for A cura (Yangge) to achieve good development in China."
Mr. Cang Shicheng said that he hopes to achieve medium and long-term planning of sales of more than 100,000 units in China through 2020.