Core Insights - Maserati's promotional campaign offering the Grecale SUV at a significantly reduced price of 388,800 yuan has sparked widespread discussion about the luxury car market and brand strategies [1][3] - The drastic price cut, which is nearly 43% off the original price, reflects the challenges faced by Maserati and the broader luxury car segment in China [3][4] Company Performance - Maserati's sales in China have plummeted, with only 1,209 units sold in 2024, a 71% year-on-year decline, and just 384 units sold in the first five months of this year, down 44% [6][8] - The brand's global sales are also struggling, with a projected 11,300 units in 2024, a 57% decrease compared to the previous year [8] Market Trends - The luxury car market in China is experiencing a downturn, with other high-end brands like Bentley, Rolls-Royce, and Ferrari also reporting significant sales declines [9][10] - The trend of consumer downgrade in the luxury segment is evident, impacting brands like Maserati more severely [10] Brand Challenges - Maserati faces multiple challenges, including a decline in service quality, high parts prices, and a damaged brand image due to its association with lower-end sales tactics [11][12] - The brand's product lineup is outdated, with key models like Levante and Ghibli discontinued, and new replacements not expected until 2027 and 2028 [11] Competitive Landscape - Chinese luxury brands are gaining traction, with companies like BYD and Huawei launching competitive models that are attracting former luxury car buyers [13][14] - The promotional pricing of Maserati's Grecale places it in direct competition with established models from BMW and Mercedes-Benz, further complicating its market position [14]