微商「炫富神车」，不值钱了？

Core Viewpoint - Maserati is facing significant challenges in the Chinese luxury car market, with declining sales and aggressive discounting strategies to attract customers, indicating a potential financial crisis for the brand [4][15][43]. Group 1: Sales Performance and Market Position - Maserati's sales in China have drastically declined, with only 384 units sold in the first five months of the year, representing a 44% year-on-year drop, which is significantly worse than other luxury brands [11][15]. - The brand's global sales also suffered, with a total of only 11,300 units sold, down 57% year-on-year, leading to a reported loss of €2.6 billion (approximately ¥21.8 billion) [15]. - The aggressive pricing strategy, such as offering the Grecale SUV for as low as ¥38.88 million, has drawn attention but reflects the brand's struggle to maintain its luxury image [9][10]. Group 2: Brand Image and Consumer Perception - Maserati's image has been tarnished by its association with micro-businesses and aggressive marketing tactics, leading to a perception of being a "cheap luxury" brand [20][28]. - The brand's past reputation as a symbol of wealth and status has been compromised, with high-net-worth individuals now concerned about being associated with a brand perceived as a "micro-business car" [28][30]. - Quality issues, including frequent recalls, have further damaged Maserati's reputation, contributing to its declining sales [29][30]. Group 3: Competitive Landscape and Strategic Challenges - The rise of domestic luxury brands, such as BYD's Yangwang, has intensified competition in the luxury car market, making it harder for Maserati to regain its foothold [36]. - Maserati's product lineup lacks competitive electric vehicles, with its current offerings failing to meet market demands for sustainable options [37]. - The brand's history of frequent ownership changes has led to inconsistent strategic direction, complicating its ability to establish a clear market identity [39][42].