Why Doesn't Acura Sell Well?
4 Answers
The reasons why Acura doesn't sell well are low brand recognition, outdated models, limited powertrain options, large displacement, high prices, and sparse dealership networks. Here is some information about automobiles: 1. Definition: According to China's latest national standard "Terms and Definitions of Motor Vehicles and Trailers" (GB/T3730.1-2001), a motor vehicle is defined as a non-track vehicle powered by an engine with four or more wheels. 2. Main purposes: Transporting people and/or goods, towing vehicles that carry people and/or goods, and special purposes. 3. Jet-powered: In 1680, the renowned British scientist Newton conceived the idea of a jet-powered car that would use steam jets for propulsion, but he never built a working prototype.
Having driven for over a decade, I feel the Acura brand is quite a pity. Firstly, their 4S dealerships are far too few—just getting maintenance done requires a long drive, and repair parts often involve long waits. The pricing isn't low, yet the interior always feels lacking, not as luxurious as Audi or Mercedes in the same price range. Model updates are slow too; what you saw three years ago is pretty much the same today. Honda's intention to create a premium brand was good, but they failed to grasp the Chinese consumers' desire for prestige when buying luxury cars—many people don't even recognize the logo. Add to that the current boom in electric vehicles, where Acura hasn't introduced any decent EV models, and it's no surprise the brand has been sidelined by the market.
Last year, I thoroughly researched Acura while helping a friend choose a car, and it's quite understandable why it doesn't sell well. The space design is a major flaw—the rear seats are less comfortable than those in comparable Lexus models, and the storage compartments aren't user-friendly. Marketing is another big issue, with minimal advertising investment, making the brand virtually unknown among younger consumers. The powertrain still relies on Honda's technology, lacking any exclusive innovations. The used car market is even worse, with prices halving in just three years. Nowadays, car buyers prioritize smart cabins, yet Acura's infotainment system remains stuck at a five-year-old level. Ultimately, the product positioning is unclear—neither sporty enough nor luxurious enough.
As an auto mechanic who frequently interacts with car owners, I feel that Acura's biggest issue is poor localization. The models sold in North America are directly introduced to the domestic market without adjusting the chassis for local road conditions, resulting in a very bumpy ride over speed bumps. Maintenance costs are 30% higher than Honda's, but the service hasn't kept up. The most critical problem is the weak dealer network—even in our third-tier city, there isn't an authorized dealership, and replacing a bumper requires waiting for imported parts. New car launches always start with high prices that later drop, making early buyers feel like they've been taken advantage of. Coupled with the impact of new energy vehicles in recent years and their slow response, it's natural for Acura to be forgotten.
