“超跑皇后”玛莎拉蒂失速：降至30万+级，北京仅剩一家4S店

Core Viewpoint - Maserati, known as the "Queen of Supercars," is facing significant challenges, including store closures and price reductions, as its global sales have nearly halved and its market share in China has dropped to 8.2% [1][6][10] Group 1: Sales and Store Closures - Maserati has closed two of its three 4S stores in Beijing, leaving only one operational, which is heavily discounting inventory with price reductions of around 40% [3][4] - The global sales of Maserati fell from 26,689 units in 2023 to 14,725 units in 2024, a decline of over 40% [6] - In China, Maserati's sales dropped from approximately 4,680 units in 2022 to 1,209 units in 2024, with the market share decreasing from 20% to 8.2% [6][7] Group 2: Pricing and Inventory Issues - The remaining Maserati dealership in Beijing is offering significant discounts on the Grecale model, with prices reduced from an official range of 650,800 to 1,038,800 yuan to as low as 388,800 yuan [3][4] - The electric version of the Grecale is priced at 358,800 yuan, down from an official price of 898,800 yuan, but only a limited number of units are available nationwide [3][4] Group 3: Management Changes and Strategic Challenges - Maserati has experienced frequent management changes, with three leadership changes in two years, yet this has not improved the declining sales trend [6][7] - The brand's product lineup is facing significant gaps, with key models like the Levante and Ghibli being discontinued, leading to a lack of new offerings in the market [8][9] Group 4: Electric and Technological Transition - Maserati's electric vehicle strategy, initiated in 2019, aims for full electrification by 2028, but currently, it only has a few electric models available, and the planned MC20 Folgore electric supercar has been canceled due to insufficient market demand [8][9] - The brand's electric models lack advanced features, with basic functionalities being standard while higher-level driving assistance requires additional options [8] Group 5: Market Position and Future Outlook - The luxury automotive market is becoming increasingly competitive, with new domestic brands challenging Maserati's position, and the brand has missed opportunities in the electric vehicle sector [10] - Analysts suggest that Maserati must adapt to the Chinese market's unique demands and enhance its electric and intelligent vehicle offerings to avoid further market share decline [10]