“高贵”的玛莎拉蒂，降到35万了 | 次世代车研所

Core Viewpoint - Maserati is facing significant sales challenges in China, prompting drastic price cuts on models like the Grecale, with discounts reaching as low as 5.8% for fuel versions and nearly 60% for electric versions, indicating a severe decline in brand prestige and market presence [2][3][5]. Sales Performance - Maserati's sales in China have been declining, with a 5% drop in September and a 3% decrease from January to September this year [9]. - The brand's global sales fell from 26,689 units in 2023 to 14,725 units in 2024, a staggering 44.8% decline [7]. - In China, sales figures dropped from 4,680 units in 2022 to just 1,209 units in 2024, reducing the market share from 20% to 8.2% [7]. Pricing Strategy - The Grecale model, launched in 2022, is now offered at a starting price of 38.08 million yuan, down from a manufacturer suggested price of 65.08-103.88 million yuan, representing a discount of 5.8% [3][5]. - The electric version, Grecale Folgore, is priced at 35.88 million yuan, reflecting a discount of nearly 60% from its original price of 89.88 million yuan [5]. Management Changes - Maserati has undergone three changes in its China management since 2023, indicating instability in leadership as the brand struggles to regain market traction [6][10][12]. Marketing Efforts - The brand has attempted to rejuvenate its image through collaborations with popular mobile games like "Honor of Kings," but this strategy has received mixed reactions from consumers, with some feeling it diminishes the brand's luxury status [13][15][17]. - Despite these efforts, the overall market for luxury vehicles in China is experiencing a downturn, with other brands like Bentley and Rolls-Royce also reporting significant sales declines [13].