Core Viewpoint - The challenges faced by Maserati are not solely due to consumer downgrade but rather a shift in consumer preferences and market dynamics [9][40]. Group 1: Market Dynamics - A Shanghai dealer has significantly reduced the price of the Maserati Grecale SUV from over 600,000 to around 300,000, indicating inventory pressure [6]. - The high-end car market is actually growing, with sales of high-end vehicles (priced over 400,000) in China increasing from 821,000 in 2022 to 1,004,000 in 2023, representing a growth of 22.2% [14][15]. - A substantial portion of this growth in the high-end market is being captured by new energy vehicles (NEVs), with domestic brands increasing their market share from 6.5% in 2022 to 21.0% in the first five months of 2024 [16]. Group 2: Changing Consumer Standards - The definition of "luxury" has fundamentally changed, with consumers now prioritizing different attributes over traditional markers of luxury such as technical superiority and brand stories [18]. - Traditional luxury car manufacturers, which once held a technological monopoly, now face competition from NEVs, where the focus has shifted to battery technology, electric drive, and smart features [21][25]. - The narrative surrounding luxury brands is losing its appeal, as consumers are increasingly reluctant to flaunt conspicuous luxury symbols, preferring understated quality instead [30]. Group 3: Dealer vs. Brand Dynamics - The recent price cuts are more a result of dealer desperation rather than a strategic shift from the brand itself, highlighting a disconnect between the long-term vision of the brand and the immediate needs of the dealers [32][34]. - While Maserati's management focuses on maintaining brand value and a stable pricing strategy, dealers are pressured to ensure cash flow and immediate sales, leading to conflicting priorities [36][37]. - This situation illustrates the broader challenge of adapting to market changes, where traditional luxury brands must navigate a rapidly evolving landscape [40].
玛莎拉蒂“半价暴跌”，豪车为啥卖不动了？
创业邦·2025-07-20 03:07