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微商“炫富神车”,不值钱了?
StellantisStellantis(US:STLA) Hu Xiu·2025-08-13 00:48

Core Insights - Maserati, once a symbol of luxury, is facing declining interest and sales due to aggressive price cuts and changing consumer perceptions in the ultra-luxury market [1][2][4] Group 1: Sales and Market Position - Maserati's sales in China have plummeted, with only 384 units sold in the first five months of the year, representing a 44% year-on-year decline [7][9] - The brand's total global sales dropped by 57% in 2024, with a reported loss of €2.6 billion (approximately ¥21.8 billion) [9] - The aggressive pricing strategy, with models like the Grecale being offered for as low as ¥38.88 million, has raised concerns about the brand's luxury status [5][7] Group 2: Brand Image and Consumer Perception - Maserati's image has been tarnished by its association with "micro-business" marketing tactics, leading to a perception of being a status symbol for lower-tier consumers [16][17] - The brand's past reputation as a high-end luxury vehicle has been compromised, as it struggles to attract its traditional affluent customer base [16][26] - The shift in consumer interest towards domestic luxury brands, such as BYD's Yangwang, has further pressured Maserati's market position [24] Group 3: Strategic Challenges - Maserati is reportedly considering partnerships, such as a potential collaboration with Chery for electric vehicle platforms, to revitalize its product offerings [2][26] - The brand's failure to effectively transition to the electric vehicle market has left it lagging behind competitors [25][26] - Ongoing financial difficulties have led to speculation about the potential sale of Maserati by its parent company Stellantis [9][26]