Core Viewpoint - Maserati is experiencing significant price reductions on its Grecale model to clear inventory, which has led to a surge in sales, but this strategy is also indicative of broader challenges facing the brand in the luxury automotive market [2][3][4]. Group 1: Sales Performance - Maserati's global sales dropped from 26,689 units in 2023 to 14,725 units in 2024, a decline of over 40% [5]. - In China, Maserati's sales fell from approximately 4,680 units in 2022 to 1,209 units in 2024, with the market share decreasing from 20% to 8.2% during the same period [5]. - The brand's sales in China for 2023 showed a decline of 3% year-on-year, with only 1,023 units sold in the first nine months of 2024 [6]. Group 2: Pricing Strategy - The Grecale model's official price was reduced from 650,800 yuan to 388,800 yuan, representing a discount of over 260,000 yuan, or approximately 60% off [2]. - The electric version of the Grecale saw an even larger price cut, from 898,800 yuan to 358,800 yuan, a reduction of 540,000 yuan, or about 40% off [2]. - The aggressive pricing strategy is aimed at clearing out inventory that has been delayed due to the pandemic, with new models set to arrive soon [3][4]. Group 3: Market Dynamics - The decline in Maserati's sales is attributed to reduced demand for Western luxury imports in China and a shrinking product lineup [5]. - The luxury automotive market is becoming increasingly competitive, with Chinese brands gaining market share and challenging traditional luxury brands [7]. - Consumer behavior is shifting towards more rational purchasing decisions, focusing on price, performance, and service quality, which is impacting Maserati's market position [7]. Group 4: Management Changes - Maserati's management in China has seen frequent changes, with three different general managers in a short span, indicating instability within the brand's leadership [6]. - Despite these changes, the brand has not seen an improvement in its declining sales performance in the Chinese market [6].

Market Dynamics - The ultra-luxury car market in China is undergoing significant structural changes driven by policy, economic conditions, technological advancements, and cultural shifts[5]. - By 2025, the threshold for identifying high-priced vehicles will drop to 900,000 RMB, impacting traditional luxury brands to adapt through subsidies and flexible pricing strategies[5]. Economic Environment - In 2024, the average disposable income per capita in China is projected to be 41,314 RMB, with a consumption expenditure of 38,230 RMB, both growing at approximately 5%[6]. - The number of high-net-worth families in China has been declining, leading to reduced consumer confidence and pressure on the ultra-luxury car market[6]. Technological Advancements - Breakthroughs in battery technology and AI are enhancing the performance and user experience of electric vehicles, but challenges remain in safety, supply chain stability, and cost control[9]. - The evolution of autonomous driving technology is becoming a competitive battleground among major car manufacturers, shifting consumer perceptions of driving needs[9]. Consumer Behavior - A survey indicates that 44% of consumers prefer brands like Maybach and Rolls-Royce, while 42% are inclined towards personalized versions of ultra-luxury cars[89][102]. - The preference for SUVs is evident, with 40% of consumers favoring this model type, reflecting a balance between luxury and practicality[101]. Brand Value Preferences - Consumers prioritize brand recognition (72%), performance (81%), and unique design (70%) when evaluating ultra-luxury cars, with financial value being less significant[52][63]. - The demand for personalized services, such as one-on-one remote engineering support, is high among ultra-luxury car owners, indicating a desire for exclusive experiences[106]. Market Trends - The shift from a seller's market focused on "incremental expansion" to a buyer's market characterized by "stock competition" is reshaping the competitive landscape[10]. - The emergence of new wealth classes and changing consumer values are driving a transition from ostentatious consumption to a focus on personal satisfaction and unique experiences[49].

Core Viewpoint - The announcement by Chasing Technology to enter the automotive industry marks a significant shift, aiming to produce a super luxury electric vehicle that competes with brands like Bugatti, with plans for a 2027 launch [1][4]. Company Overview - Chasing Technology, known for its smart hardware products such as wireless vacuum cleaners and robotic vacuum cleaners, has been recognized as one of China's top 100 innovative growth enterprises [3]. - The company has a valuation of 20 billion RMB and was included in the 2024 Hurun Global Unicorn List [3]. - Xiaomi Group has a close relationship with Chasing Technology, having invested in its early funding rounds [3]. Strategic Intent - Chasing Technology aims to leverage its core technological capabilities in the automotive sector, seeking to redefine the super luxury car market by integrating extreme performance with intelligent technology [4][6]. - The company has assembled a team of nearly 1,000 people for its automotive project and plans to continue long-term investments in this area [3][4]. Market Positioning - The global super luxury car market is currently dominated by traditional brands like Bugatti and Bentley, which are slow in electrification and intelligence advancements. Chasing Technology sees an opportunity for "dislocated competition" in this space [4][6]. - The company intends to avoid the price war prevalent in the mid-range market and instead focus on performance and technology to target the more profitable super luxury segment [7]. Product Features - The first model will be a super luxury electric vehicle that emphasizes an intelligent ecosystem, utilizing AI to learn and adapt to user preferences, creating a personalized driving experience [5]. - The vehicle will feature advanced voice interaction capabilities that aim to replicate natural human communication, enhancing user engagement [5]. Ecosystem Integration - Chasing Technology plans to create a seamless integration between the vehicle and users' smart home devices, enhancing the overall luxury experience and establishing a strong connection within the smart living ecosystem [6].

Group 1 - Great Wall Motors is launching a super luxury brand, seeking suppliers with experience in high-end brand services and social media operations to assist in user activities planning and execution [2][4] - The tender requires bidders to have experience with top international brands like Apple, LVMH, and Rolls-Royce, and to provide successful case studies from 2019 to 2024 targeting ultra-high-net-worth individuals [4] - The company has established a new super luxury vehicle division, led by Chairman Wei Jianjun, focusing on high-quality, low-volume production models in niche markets such as supercars and D+ class sedans [4][6] Group 2 - Great Wall Motors faces sales pressure, with new car sales reaching 569,800 units in the first half of the year, a modest increase of 1.8%, primarily driven by the Haval brand [7] - The company reported a slight revenue increase of 1.03% year-on-year, with operating income of 92.367 billion yuan, but net profit decreased by 10.2% to 6.337 billion yuan [8]

Core Insights - Zeekr brand has officially launched the Zeekr 009 Glory Collection Edition, positioned as a four-seat ultra-luxury flagship, with a starting official price of 899,000 yuan, set for nationwide delivery in June 2025 [2] - The Zeekr 009 Glory has significantly altered the landscape of the Chinese ultra-luxury market, with one in every two four-seat ultra-luxury products sold being a Zeekr 009 Glory [2] - The new edition maintains a focus on safety and privacy, featuring the world's first integrated die-cast C-ring seat, enhancing rear seat safety, and the industry-first LC privacy dimming glass [2] Performance Highlights - The Zeekr 009 Glory is the fastest accelerating MPV globally, achieving 0-100 km/h in just 3.9 seconds [3] - It boasts the fastest charging speed for an MPV, with the 5C Kirin battery charging from 10% to 80% in just 11.5 minutes, extending the range by over 500 kilometers [3] - The vehicle features the world's fastest chassis response for a four-seat MPV, equipped with CCD electromagnetic damping and dual-chamber air suspension [3] Craftsmanship and Luxury Features - The Zeekr 009 Glory Collection Edition includes handcrafted elements, such as 3 grams of gold embedded in seven logos and a double gold waistline crafted through 16 processes over 20 hours [3] - Each of the four 20-inch gold floating forged wheels undergoes 10 processes of hand polishing, taking 20 hours to achieve a deep mirror finish, enhanced with PVD metal coating and advanced laser engraving techniques [3] - The carpet is made from "soft gold" alpaca wool, providing a touch that surpasses velvet, targeting high-net-worth individuals with elevated product expectations [4] Market Performance - The Zeekr 009 and Zeekr 009 Glory have expanded into international markets, including Singapore, Australia, and Thailand [4] - The Zeekr 009 is the sales champion among luxury MPVs priced over 400,000 yuan for 2024, and it leads in sales for all luxury pure electric categories above this price point [4] - In the Hong Kong market, the Zeekr 009 has been the best-selling luxury MPV for three consecutive months [4]

撰 文 / 刘宝华 设 计 / 赵昊然 上海车展关注度最高的车是哪款？ 尊界S800当仁不让。从2024年广州车展亮相以来，这款百万级超豪华轿车的关注度就一直居高不 下。 4月16日的鸿蒙智行新品发布会上，一段1分17秒的视频更为尊界S800再添热度。 视频没有展示尊界S800内饰的全貌，只是刻画了几处细节，从这些细节可以一窥这款超豪华时代旗 舰的精致与典雅。 通过视频画面能看出，车内多处采用水晶和金属材质，如"MAEXTRO"水晶 LOGO、纵横星瀚水晶 大灯、中控旋钮等多处。中控台上的华为施罗德散射体高音单元也运用了水晶，能够自动翻转升 降，翻转时流光溢彩。 这些水晶经过精密切割工艺的雕琢磨砺，纯净闪耀，呈现出手工时代特有的器物美感，在车内灯光 或外界光线的照射下璀璨生辉，为车内增添了浓郁的奢华氛围和精致感。 中控旋钮内嵌水晶，外环由金属打造，布满细密的钻石状纹理，通过视觉效果就能联想到敦实稳重 的触觉手感。 随着镜头一闪而过的还有中岛台褐色的实木材质，配以高亮度的清漆，温润优雅，妥妥的老钱风。 木质区域有两个隐藏式可升降杯架。 因此，从古希腊神话中的神赐宝石到唐代杨贵妃的"晶步摇"，再到19世纪土耳其朵 ...

撰 文 / 刘宝华 设 计 / 赵昊然 上海车展关注度最高的车是哪款？ 尊界S800当仁不让。从2024年广州车展亮相以来，这款百万级超豪华轿车的关注度就一直居高不 下。 4月16日的鸿蒙智行新品发布会上，一段1分17秒的视频更为尊界S800再添热度。 视频没有展示尊界S800内饰的全貌，只是刻画了几处细节，从这些细节可以一窥这款超豪华时代旗 舰的精致与典雅。 通过视频画面能看出，车内多处采用水晶和金属材质，如"MAEXTRO"水晶 LOGO、纵横星瀚水晶 大灯、中控旋钮等多处。中控台上的华为施罗德散射体高音单元也运用了水晶，能够自动翻转升 降，翻转时流光溢彩。 这些水晶经过精密切割工艺的雕琢磨砺，纯净闪耀，呈现出手工时代特有的器物美感，在车内灯光 或外界光线的照射下璀璨生辉，为车内增添了浓郁的奢华氛围和精致感。 中控旋钮内嵌水晶，外环由金属打造，布满细密的钻石状纹理，通过视觉效果就能联想到敦实稳重 的触觉手感。 随着镜头一闪而过的还有中岛台褐色的实木材质，配以高亮度的清漆，温润优雅，妥妥的老钱风。 木质区域有两个隐藏式可升降杯架。 除了原料稀缺奢华，纯净的水晶成品经百道工序，逐面雕琢，充满手工艺的温度感和追 ...