35万开回家，“跑车皇后”玛莎拉蒂和小米抢客户

Core Viewpoint - Maserati's drastic price reduction strategy, termed "fracture-style" pricing, has significantly altered the perception of ultra-luxury brands, making them more accessible to a broader market [3][5]. Price Reduction Impact - Maserati's electric SUV, Grecale Folgore, is now priced at 358,800 yuan, a staggering drop of 540,000 yuan from the official price of 898,800 yuan, effectively a 40% discount [4][5]. - This pricing strategy positions Maserati within the competitive range of domestic brands like Xiaomi, NIO, and Li Auto, which traditionally dominate this price segment [5]. Sales Performance - Maserati's sales in China have plummeted from 14,400 units in 2017 to just 1,228 units in 2024, marking a decline of over 70% [10][11]. - In the first nine months of 2025, Maserati's imported sales in China were only 1,023 units, indicating a continued struggle in the market [11]. Industry Context - The decline in Maserati's sales is reflective of a broader trend among ultra-luxury brands like Bentley and Rolls-Royce, which are also facing challenges in the wake of the electric vehicle transition [12]. Product Competitiveness - The core issue for Maserati is a lack of product competitiveness, particularly in the electric vehicle market where consumers prioritize tangible product features over brand prestige [14]. - The Grecale Folgore, while having a claimed electric range of 533 kilometers, performs closer to 400 kilometers in real-world conditions, which is not competitive against similar-priced new entrants [15]. - Maserati's technology, such as its vehicle control systems, is perceived as outdated compared to competitors, lacking features like online updates and advanced driver assistance systems [15]. Strategic Response - Maserati's management acknowledges the need for transformation, aiming to balance its century-old heritage with local innovation [16]. - The company plans to diversify its product offerings, including electric versions of existing models and leveraging racing technology for new products [16]. - Short-term strategies focus on rebuilding trust with dealers and enhancing customer experience, while long-term goals include improving organizational efficiency and expanding electric vehicle offerings [17]. Industry Implications - Maserati's situation serves as a warning to all traditional luxury car brands, highlighting the necessity for adaptation in the face of the electric vehicle revolution [18]. - The drastic price cut reflects a significant shift in the automotive industry, where brands must either transform or resort to aggressive discounting to survive [19].