35万元的玛莎拉蒂“杀疯了”？品牌溢价是能换来销量的

Core Insights - Maserati has significantly reduced the prices of its two models, the Grecale fuel version and the electric version, to over 300,000 yuan, with the fuel version dropping from 650,800 yuan to 388,800 yuan and the electric version from 898,800 yuan to 358,800 yuan, representing a discount of around 60% [1][3] Group 1: Market Position and Competition - The price range of over 300,000 yuan is highly competitive in the current Chinese automotive market, which is a battleground for traditional luxury car manufacturers, joint venture brands, and domestic new energy intelligent vehicles [3] - Maserati's decision to lower prices has led to a surge in demand, with the vehicles being quickly sold out [3] Group 2: Brand History and Evolution - In recent years, Maserati has been relatively quiet in the Chinese market, with a lack of clarity on its technological advancements and long-term strategy, leading to a perception of brand decline [4] - Fifteen years ago, Maserati was positioned as a super luxury brand above Porsche, but its image has deteriorated, being associated with the "micro-business car" label [4] - The brand's product lineup has shifted over the years, with the introduction of lower-priced models like the Ghibli and Levante, resulting in a significant reduction in the average price of its offerings [4] Group 3: Sales Performance - Maserati's sales in China have seen a drastic decline, with projected sales of approximately 4,680 units in 2022, 4,367 units in 2023, and only 1,209 units in 2024, leading to a decrease in market share from 20% in 2022 to 8.2% in 2024 [5] - The brand's reliance on its historical reputation without investing in product development has led to a lack of new models, forcing it to depend on entry-level vehicles priced below one million yuan [5] Group 4: Brand Value and Perception - The current pricing of over 300,000 yuan for Maserati vehicles is only one-tenth of the market recognition price during its peak, indicating a significant devaluation of the brand [5] - The situation raises questions about whether this strategy is a desperate measure or a necessary step, as Maserati's brand value has been compromised [5] - Maserati's experience serves as a lesson for Chinese automotive brands, demonstrating that a once highly regarded super luxury brand can attract buyers even at drastically reduced prices [6]