昔日微商名片，如今销量狂降！玛莎拉蒂为何沦落到被7次贱卖？

Core Viewpoint - Maserati, once a prestigious Italian sports car brand, is now facing significant challenges and potential sale due to declining sales and brand identity issues [4][51][90]. Group 1: Historical Context - Maserati was founded in 1914 by the Maserati brothers and gained fame through racing successes, particularly with the Tipo 26 model [14][18]. - The brand has undergone multiple ownership changes, including acquisitions by Orsi family, Citroën, and Fiat, each time facing financial difficulties [20][28][36]. - In the 1990s, Maserati was revitalized under Fiat and Ferrari's guidance, leading to the successful launch of models like the 3200 GT and the fifth-generation Quattroporte [41][45]. Group 2: Current Market Position - Maserati entered the Chinese market in 2004, initially achieving decent sales with the Quattroporte, but struggled to maintain momentum [52][56]. - The brand peaked in China in 2017 with sales of 14,498 units, accounting for about 30% of global sales, but has since seen a dramatic decline [67][77]. - In 2024, Maserati's sales in China plummeted to 1,228 units, a 71% drop year-on-year, highlighting its deteriorating brand presence [78][90]. Group 3: Challenges and Future Outlook - Maserati's brand image has been compromised due to marketing missteps and the rise of micro-businesses, leading to a perception of the brand as less exclusive [71][73]. - The company is currently in a loss-making position, with Stellantis considering the sale of Maserati as a strategic option [90][94]. - The future of Maserati may hinge on a significant brand overhaul or potential acquisition by a Chinese company, but the brand's identity and market relevance remain in question [95][96][98].