微商“炫富神车”，不值钱了？

Core Viewpoint - The article discusses the decline of Maserati in the Chinese luxury car market, highlighting its recent drastic price cuts and poor sales performance, which have led to speculation about potential collaborations with Chinese automaker Chery to revitalize its brand and product offerings [6][10][41]. Group 1: Sales Performance and Market Position - Maserati's sales in China have plummeted, with only 384 units sold in the first five months of the year, representing a 44% year-on-year decline, significantly worse than other luxury brands [11][35]. - The brand's global sales also suffered, with a total of 11,300 units sold in 2024, down 57% year-on-year, leading to a reported loss of €260 million (approximately ¥2.18 billion) [15][37]. - The drastic promotional pricing for models like the Grecale, now available for as low as ¥388,800, contrasts sharply with its official starting price of ¥650,800, indicating a desperate attempt to attract buyers [10][11]. Group 2: Brand Image and Consumer Perception - Maserati's image has been tarnished by its association with micro-businesses and aggressive marketing tactics, which have led to a perception of the brand as a "wealth flaunting tool" rather than a luxury vehicle [28][30]. - The brand's reputation suffered further due to quality issues and high-profile incidents, such as the 2019 accident involving a Maserati, which damaged its standing in the market [31][33]. - The shift in consumer interest towards domestic luxury brands, such as BYD's Yangwang, has intensified competition and further eroded Maserati's market share [36][37]. Group 3: Strategic Challenges and Future Outlook - Maserati's frequent changes in ownership have resulted in inconsistent brand strategy and product offerings, contributing to its current struggles in the competitive luxury car market [40][41]. - The company is exploring partnerships, such as the rumored collaboration with Chery, to enhance its electric vehicle lineup and regain market relevance [6][41]. - Despite the challenges, Maserati's new models, like the next-generation GT, continue to receive positive reviews from automotive media, indicating potential for recovery if strategic adjustments are made [37][41].