Honda Names New Acura Executive image

Recently Honda China hired former Infiniti China executive, as its new head of Acura.

Even if Honda’s luxury brand Acura has a relatively old history in China, it didn’t manage to make an impact in the country. The main reasons for this might be poor marketing and the slow introduction of new models. Now the automaker has become aware of the importance of these two issues and began to make some changes.

Honda announced that Chen Yue, the former Deputy General Manager of Sales and Marketing for Infiniti China, will take the position of deputy general manager of Acura’s business division, assuming the post at the end of August. Chen Yue will be responsible for the brand’s strategic development in China.

Despite the increased competition and economic slowdown in China, Honda reported strong sales in July selling 52,045 vehicles, two times more then the cars sold in the same period last year. The company’s JV with Chinese Dongfeng Motor sold 27,667 units in July, an increase of 133%, while the JV with Guangzhou Automobile sold 24,378 vehicles, an increase of 80% compared to July 2011.