“高贵”的玛莎拉蒂，降到35万了

Core Insights - Maserati is facing significant sales challenges in China, prompting drastic price cuts for its Grecale models, with discounts reaching as low as 5.8% for the fuel version and nearly 60% for the electric version [1][2][4] - The brand's sales in China have been declining, with a 5% drop in September and a 3% decline from January to September this year [1][8] - Maserati has undergone three changes in its China management since 2023, indicating instability in its leadership [5][8] Pricing Strategy - Maserati has launched aggressive promotions for its Grecale models, with prices starting at 38.08 million yuan for the fuel version and 35.88 million yuan for the electric version, representing significant discounts from their original prices [2][4] - The Grecale Folgore, Maserati's first electric SUV, is priced at 35.88 million yuan, which is less than 40% of its original price [4] Sales Performance - Maserati's global sales dropped from 26,689 units in 2023 to 14,725 units in 2024, a decline of 44.8% [5] - In China, Maserati's sales figures have decreased from 4,680 units in 2022 to 1,209 units in 2024, with its market share falling from 20% to 8.2% [5] Market Trends - The luxury car market is experiencing a downturn, with other brands like Bentley, Rolls-Royce, and Ferrari also reporting declines in sales [11] - Maserati's struggles reflect broader challenges faced by luxury brands in adapting to electric and smart vehicle trends, as consumer preferences shift [10][12] Marketing Efforts - Maserati is attempting to rejuvenate its brand image by collaborating with popular mobile game "Honor of Kings," although this strategy has received mixed reactions from consumers [10][12] - The brand's marketing efforts aim to attract younger consumers, but there are concerns that such collaborations may dilute its luxury image [10][12]