How about Acura MDX?

This article was originally written by Wu Hao, an admittedly new media studio.

On the night of Guangben at the beginning of this year, the author saw a brand-new NSX shining on the stage, which represents the highest technology at present and is the spiritual totem of Acura products. It is flanked by CDX, which was launched last year, and a new generation of MDX, which will be officially launched on 20 17. Today, NSX has long been regarded as a god. This hybrid supercar has won the attention and affirmation of many people with its very advanced design concept. CDX has also become a pillar model of Guangzhou Automobile Acura, and its sales volume is still growing rapidly.

Then why did the NSX fire, the CDX fire and even the Accord carry the same iMMD hybrid system as the MDX fire, but the MDX, which symbolizes the flagship of Acura SUV, failed to catch fire? Even worse?

The data shows that in the same period of last year 165438+ 10, the sales volume of Acura MDX was 72 vehicles. Yes, you are not mistaken, but even so, this result is better than the 38 MDX units in 165438+ 10 this year. Judging from the cumulative sales last year, the sales volume of Acura MDX was 7 1 1 month before last year, but this year's achievement was only 282 vehicles, with a decline rate of over 60%. So what caused this Honda flagship SUV to end up like this?

The new MDX is really a super-running technology SUV!

Before talking about why Acura MDX can't sell well, it is necessary for us to know what kind of product Acura MDX is and why everyone says it is a "super-running SUV". Acura MDX is positioned as a medium and large SUV. Generally speaking, it is on the same level as Mercedes-Benz GLE, BMW X5 and Audi Q7.

Acura MDX has many black technologies, among which the Honda SH-AWD four-wheel drive system from NSX is the most talked about by fans. Another core to realize this four-wheel drive system is Honda's iMMD hybrid system. Let me briefly talk about the iMMD system. This system has more efficient power management logic than Toyota THS, which can make the engine run in the most efficient range and provide very strong output when power is needed. Take MDX as an example, it is equipped with a hybrid power system consisting of a 3.0L naturally aspirated V6 engine and three motors. Its comprehensive maximum horsepower reaches 325Ps and its peak torque is 462Nm, which is not worse than the commercial 3.0T turbocharged engine.

Let's talk about MDX's SH-AWD four-wheel drive system. The full name of this system is super maneuverability-all-wheel drive, which is very different from the four-wheel drive system on traditional power vehicles. It is powered by three motors and engines located in the gearbox and the rear axle respectively, and the rear wheel is driven by two independent motors. The coordination logic of the whole system is very complicated, but it can show very strong operability in the actual driving and control process.

In addition, the new MDX also has an adaptive damping system, which is one of Honda's black technologies. It can make MDX more calm when dealing with road bumps, and it will also have good support performance in sports mode. It stands to reason that such a product full of black technology should gain something in sales, but why did the monthly sales drop to only double digits?

Poor brand appeal and overconfidence in product pricing are the main reasons.

Let's look at the price of Acura MDX, and maybe we can understand why. The price of the new MDX is 698-848 thousand yuan. What is the price level? Let's take a look at our competitors. Mercedes-Benz GLE costs 76.8-10.498 million yuan, BMW X5 costs 75.80-10.728 million yuan, and Audi Q7 costs 75.38-10.0488 million yuan. On the surface, it seems that the pricing level of MDX is lower, but from the terminal price point of view, the price of Q7 of its 2.0T version has dropped by about 600,000, and the price of Q7 of its 3.0t version is less than 700,000. The preferential strength of MDX is very small, so there is no price advantage in the terminal market.

Let's take a look at Lexus RX, which is also a Japanese medium and large SUV. The price of 465,438+0.80-869,000 yuan is much cheaper than MDX, which is why there are more RX on the road now, but it is still difficult for us to see MDX. I don't deny the technical content and comprehensive strength of Acura MDX, but considering the appeal of Acura brand in China, the price is still somewhat blind and confident. Let's not talk about the preservation rate of Acura MDX here. Acura is a brand suitable for long-term holding and use. On the one hand, the quality is good, on the other hand, the preservation rate is not good.

Write it at the end

In my opinion, actually Acura MDX is an extremely embarrassing product. It has to shoulder the heavy responsibility of shaping the image of Acura products, so it must be expensive enough. However, Acura also hopes that MDX can become a measurable model. However, MDX, which has high hopes, obviously has no advantage in direct confrontation with competitors. After all, Acura's brand power in China is not strong enough to drive the price of MDX. With the introduction of more and more domestic Acura models, the quantity of Acura is expected to further increase, and MDX may usher in new opportunities in the future. (Text/Wu Hao)

Qiu, the most influential new automobile media in Jiangsu. With Qiu's attitude, it is so capricious!