北京仅剩一家4S店 玛莎拉蒂失速

Core Viewpoint - Maserati, known as the "Queen of Supercars," is facing store closures and price reductions due to a significant decline in global sales and market share in China, which has dropped to 8.2% [1][6]. Group 1: Sales and Market Performance - Maserati's global sales plummeted from 26,689 units in 2023 to 14,725 units in 2024, a decline of over 40% [6]. - In China, Maserati's sales decreased from approximately 4,680 units in 2022 to 1,209 units in 2024, with the market share shrinking from 20% to 8.2% [6]. - The brand's sales pressure is exacerbated by a lack of new product launches and a reduction in product offerings, leading to inventory issues [8]. Group 2: Store Closures and Inventory Management - Maserati has closed multiple dealerships in Beijing and other regions, leaving only one operational 4S store in Beijing [3][4]. - The remaining dealership is heavily discounting inventory, with price reductions of about 40% on models like the Grecale [3][4]. - The brand's management has acknowledged that the remaining inventory consists mainly of older models, with significant discounts being necessary to clear stock [3][4]. Group 3: Management Changes and Strategic Challenges - Maserati has experienced frequent changes in its Chinese management team, with three leadership changes in two years, yet this has not improved sales performance [7]. - The brand's strategy has been criticized for not adapting to the unique demands of the Chinese market, particularly in terms of electric and smart vehicle offerings [9]. - The company is at risk of being perceived as a "cheap luxury car" brand due to its aggressive discounting strategy, which could damage its brand value [9]. Group 4: Product Development and Future Outlook - Maserati's product lineup is undergoing significant changes, with key models like the Levante and Ghibli being discontinued without immediate replacements [8]. - The brand's electric vehicle strategy, initiated in 2019, has not progressed as planned, with only a few electric models available and the cancellation of the MC20 Folgore electric supercar project [8]. - Industry experts suggest that Maserati must introduce more accessible products to avoid further market share decline and potential "mass-market" positioning [9].