「高贵」的玛莎拉蒂，降到35万了

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 collapse in pricing strategy and brand perception [1][2][4]. Sales Performance - Maserati's sales in China have been declining, with a 5% drop in September and a 3% decline from January to September this year [8]. - Global sales for Maserati fell from 26,689 units in 2023 to 14,725 units in 2024, a staggering 44.8% decrease [5]. - The brand's market share in China has also diminished, dropping from 20% in 2022 to 8.2% in 2024 [5]. 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% [2]. - The electric version, Grecale Folgore, is priced at 35.88 million yuan, which is less than 40% of its original price of 89.88 million yuan [4]. Management Changes - Maserati has undergone three changes in its China management since 2023, indicating instability in leadership amid ongoing sales struggles [5][10]. - The latest appointment was made in March 2024, with Julie taking over as the acting general manager for China [10]. Marketing Efforts - Maserati has attempted to rejuvenate its brand image by collaborating with the popular mobile game "Honor of Kings," but this strategy has received mixed reactions from consumers, with many feeling it diminishes the brand's luxury status [11][12]. - The brand's efforts to appeal to younger consumers through such collaborations have not yet translated into improved sales performance [12][13].