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Well, that didn’t take long.

Acura is having a grand time in the US. Honda’s luxury arm has recently commenced production of the NSX Type S supercar, and fans are getting excited about the new Integra. The Japanese manufacturer appears to be working on two new EV sports cars, and posted impressive sales figures in 2021, led by a strong performance from its SUV models. While Acura enjoys continued success in the US, it is failing dismally in the world’s other mega car market: China. After a brief six-year run, the company is calling it quits, and Honda has announced that it will be reallocating resources to support its its new e:NP lineup.

Acura entered the Chinese market in 2016 in cooperation with Guangqi (GAC), one of Honda’s key Chinese partners. Despite being one of the largest car markets in the world, Acura’s best sales figures, posted in 2019, were a paltry 14,701 vehicles. That figure declined to 6,554 units in 2021. GAC Acura sells the CDX and CDX Sport Hybrid, as well as the RDX. Acura joins a long list of manufacturers that have failed to successfully penetrate the Chinese market, including Citroen’s luxury DS brand and Nissan’s luxury arm, Infiniti. Honda’s premier offering, the NSX, also failed to impress Chinese buyers.

HeadlightsCarBuzz / Ian Wright

BadgeCarBuzz / Ian Wright

WheelAcura

InsigniaAcura

Acura will continue to sell the CDX and RDX until stock runs out, and GAC Honda dealerships will take over servicing duties. GAC Acura employees will be reabsorbed into the Honda mothership. It’s not all bad news, though: Honda will use its Acura resources to focus on the e:NP brand, which will bring affordable EVs to the Chinese market. The e:NS1, the EV equivalent of the Honda HR-V, will be the first offering. As Acura rolls out more EV products, there’s always the chance of a comeback, but for now it’s time to regroup and re-strategize.