玛莎拉蒂“骨折价”仍难挽销量颓势 “海神三叉戟”折戟中国市场

Core Insights - Maserati has significantly reduced the prices of its Grecale SUV models, with the gasoline version dropping from 650,800 RMB to 388,800 RMB, and the electric version from 898,800 RMB to 358,800 RMB, representing discounts of approximately 40% and 60% respectively [2][3] - Despite the price cuts generating buzz on social media, actual sales activity in Maserati's Shenzhen flagship store has been lackluster, indicating that the "buying frenzy" may be more of a marketing gimmick than reality [3] - The drastic price reductions are seen as a desperate measure to clear out inventory, particularly of 2022 models, raising concerns about the long-term viability of these vehicles due to potential parts shortages and high maintenance costs [3][5] Sales Performance - Maserati's sales in China have plummeted from over 14,400 units in 2017 to just 1,228 units in 2024, with only 1,023 units sold in the first three quarters of 2025, averaging less than 100 units per month [5][7] - The brand's entry-level model, which used to start at over 2.46 million RMB, now competes in the 400,000 to 500,000 RMB range, facing competition from advanced domestic electric vehicle brands [5][6] Competitive Landscape - Domestic electric vehicles, such as the AITO M8 and NIO ES8, offer superior technology and features at similar price points, making Maserati's Grecale appear less attractive in comparison [6] - The Grecale's actual range is around 400 kilometers, and its technology lags behind competitors, lacking features like online updates and advanced driving capabilities [6] Brand Strategy and Market Position - Maserati's strategic direction in China has been inconsistent, with frequent changes in leadership and marketing focus, which has diluted its luxury brand image and alienated core customers [7] - The brand's product development has stagnated, with its first electric model, the Grecale Folgore, being launched in 2024 on an outdated platform, while its gasoline models have not seen significant updates in years [7] - The decline in imported luxury car sales in China reflects a broader trend affecting brands like Mercedes-Benz and BMW, with a reported 32% drop in sales for imported vehicles in the first half of 2025 [7]