The Traderszone Network

Published in TZ Latest News 9 January, 2016 by The TZ Newswire Staff

Exclusive: With luxury Acura makeover, Honda aims for brand survival, China revival

As part of a broader makeover, and even the survival, of its stalled luxury Acura brand, Japan’s Honda Motor Co will launch a new small crossover sport utility vehicle this year in China to compete with BMW (BMWG.DE) and Audi (NSUG.DE) in the world’s biggest car market, two individuals closely involved in the effort said. Reviving Acura is one of the biggest challenges facing Takahiro Hachigo, who took over as Honda CEO last year. Since entering China a decade ago, Acura has struggled, selling just over 4,000 cars last year compared with BMW’s 460,000 and Audi’s 554,000.