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車型分類 |
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意圖重振聲威，HONDA將與ACURA做出更明顯的區隔
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AUTONET記者：李孟儒(03/14/2014星期五)
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HONDA所屬的豪華品牌ACURA，於1986年在美國創立，當時乃是第一間進軍當地豪華車級距的日本車廠，同時也是日本車廠在海外的第一個豪華品牌，初期Legend與Integra並且頗獲好評，這也連帶著讓NISSAN與TOYOTA分別都在美國創立了自家的豪華品牌INFINITI、LEXUS；雖說ACURA最先搶進美國豪華車市場，但近年來的銷售表現並不算是相當理想，落居三品牌之末，在這樣的背景下HONDA決定改變ACURA的營運方針。
HONDA要做的第一個改變，就是在兩個品牌之間做出更明顯的區隔，為了達到這個目的，HONDA北美分公司成立了American HONDA Auto Division，並在轄下分出HONDA事業部與ACURA事業部，讓兩個品牌的市場行銷與銷售能夠獨立運作，藉此讓兩個品牌未來在行銷上，能夠針對各自的目標客群去發展，進一步達到提升ACURA銷售表現的效果。
不過在豪華品牌領域先起步的ACURA，與INFINITI、LEXUS相較之下事業版圖除了北美之外，就只剩下中國市場，而這項政策會不會也在中國市場沿用，目前尚未有明確的消息，但如果這項策略在北美市場奏效，或許HONDA也會考慮在中國沿用，但無論如何，這次的調整對於HONDA與ACURA都是相當重要的一步。
事實上，全球幾個大型汽車集團旗下都有相當多的品牌，但每個品牌在銷售、行銷策略上都有相當高的自主性，而HONDA與ACURA之間始終都走得相當接近，不過新營運策略將在4月1日正式生效，同時ACURA未來除了ILX、TLX以及RLX之外，還有NSX在後面蓄勢待發，有沒有機會突破現狀，值得繼續觀察。
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HONDA 美日/本田車廠
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