Acura's new mid-sized premium SUV targets vibrant Chinese market

Acura, the premium marque of Japanese automaker Honda Motor, unveiled its new brand vision and launched its third China-made model - the all-new RDX on Tuesday in Lijiang - Southwest China's Yunnan province, as part of its eforts to target China's luxury car market and meet the high demands of younger customers.

The new brand vision "I am different" refers to daring to challenge the traditional ideas, break the routine and open up a new road to success, according to Hiroharu Tanaka, deputy general manager at GAC Honda Automobile Sales Company.

"I am different" demonstrates Acura's determination and achievements in the overall upgrading of its brand, products and services, according to the automaker.

With the newly presented brand vision, the automaker is targeting China's young customers, who are inclined to stand out from the crowd and pursue a better quality of life.

Zheng Heng, executive deputy general manager of Sino-Japanese joint venture GAC Honda Automobile Co, said: "The brand vision will build a bridge between Acura and its distinctive customers and allow them to get to know each other even better."

With the slogan of "precision crafted performance", the United States-born brand, is sticking to producing competitive products and creating distinct brand value, according to the carmaker.

The all-new RDX was developed and designed in the US with the aim to enhance vehicle production techniques and cater to the tastes of young customers.

Retailing between 328,000 and 438,000 yuan ($47,424 to $63,329), the mid-sized SUV is much-improved in exterior design, power system and technology.

Based on the "Acura precision concept" vehicle and advanced cockpit technology, the all-new RDX is loaded with stylish design language featuring sportiness and vitality.

The front seats of the mid-sized SUV can be altered electronically, offering the driver and passenger riding comfort with multi-angle and multidirectional adjustments.

With a longer wheelbase and wider wheel track, the new model has a more luxury appearance and larger space, and as a result is a comfortable, practical and versatile vehicle, according to the automaker.

The model, equipped with a 2.0-liter i-VTEC turbocharged engine and a 10-AT transmission, produces a maximum output of 195 kilowatts and ofers a peak torque of 380 Newton meters.

Two drive configurations - the front-wheel drive and all-wheel drive, are both at the driver's fingertips, making driving a confident and controllable experience.

Equipped with a fourth-generation super handling all-wheel drive system, the all-new RDX is endowed with superior acceleration and handling.

The intelligent dynamic system allows a convenient switch among the four different driving modes, which are comfort, sport, sport+ and snow.

The car body of the all-new RDX adopts a slew of high-strength materials, which account for 60 percent of all the materials used in the car, making the body structure more solid and lighter - the new model's body in white is 20 kilograms lighter than that of its predecessor, according to the automaker.

Coupled with an intelligent touch system - true touchpad interface, which is compatible with Apple Carplay and Android, and a 10.2-inch liquid crystal display - the all-new RDX caters to the driver and passengers with advanced connectivity and improved interaction.

The intelligent remote information system AcuraLink can ofer a raft of services, including car alarms, emergency calling and navigation.

The new model adopts a cutting-edge 3D audio system, which was fine-tuned by Grammy-winning producer Elliot Scheiner. The 16-soundtrack stereo surround sound equipment and four car-roof loudspeakers provide an immersive and high-fidelity listening experience.

Equipped with the Acura Watch intelligent driving safety system, the all-new RDX has a high level of active and passive safety.

The driving safety system includes a forward collision warning system, a collision mitigation brake system, the lane departure warning system, a lane keeping assist system and an autonomous cruise control system.

As the only model on both the Chinese market and the North American market, the all-new RDX had a sales volume of more than 30,761 units in the first five months since its launch in North America in June, ranking first place in the mid-sized SUV segment.

Backed by the achievements made in the North American market, the automaker expects the model to become a sensation in the Chinese market.

To foster its market performance in China, the automaker is scheduled to start a new marketing campaign with some innovative measures, such as establishing new images for its stores in the country.

zhangdandan@chinadaily.com.cn

(China Daily 11/08/2018 page21)