2025.12. 15 本文字数：1072，阅读时长大约2分钟 今年下半年以来，有着"跑车皇后"的玛莎拉蒂迎来多轮大降价，主要集中在格雷嘉这款车型，官方指 导价65.08万元的格雷嘉燃油版，优惠后裸车价降为38.88万元，降价超26万元，相当于打了六折； 而纯电版格雷嘉折扣力度更大，官方指导价为89.88万元，降价后裸车价格只要35.88万，大降价54 万元，相当于打了四折。 许昕告诉记者，降价后，纯电版格雷嘉落地价不到40万元，总体折扣非常大。目前，在全国范围 内，格雷嘉不管是燃油版还是纯电版，低配车型已经全部售罄，现在燃油版还有部分中配和高配车 型，裸车价高4万~8万元。"没想到卖这么快，本来以为低配车要卖到今年底，高配版过年前卖完就 不错了。" 北京一家玛莎拉蒂经销商也向记者证实，低配版格雷嘉全国早已售罄，这批低价低配车全国只有100 余辆，一个周末就卖空了，目前北京地区在售的燃油版格雷嘉裸车价在45万元左右。 过去几年，豪华车在华普遍降温，玛莎拉蒂也同样遭遇"滑铁卢"。公开数据显示，玛莎拉蒂2017年 在华销量曾达1.44万辆，中国成为其全球最大单一市场；2024年该数据就跌到了1228辆；2025年 ...

Core Insights - Maserati is facing significant challenges in the Chinese market, with a continuous decline in sales and a reduction in the number of dealerships [1][7][8] - The brand has implemented substantial price reductions on its models, particularly the Grecale, in an attempt to clear inventory and stimulate sales [3][4][7] - Frequent management changes within Maserati have contributed to instability and may be impacting the brand's performance in China [9] Dealership and Sales Performance - Maserati has closed two of its three 4S dealerships in Beijing, leaving only the Poly Maserati dealership operational [1][7] - The remaining dealership is offering significant discounts, with the Grecale fuel version priced at 388,800 yuan after a 40% reduction from its original price [3][7] - Maserati's sales in China have been declining since 2018, with projected sales of 4,680 units in 2022, 4,367 units in 2023, and a drastic drop to 1,209 units in 2024 [7] Pricing Strategy - The Grecale electric SUV is being offered at a starting price of 358,800 yuan, down from an official price of 898,800 yuan, representing a discount of 540,000 yuan [4][7] - The fuel version of the Grecale has also seen a price drop, with discounts exceeding 260,000 yuan from its original price range of 650,800 to 1,038,800 yuan [4][7] Management Changes - Maserati has experienced frequent leadership changes, with three different general managers in less than two years, indicating potential instability in strategic direction [9] - The latest management appointments include Fabio Lambertini in May 2023 and a subsequent change to Julie Taieb-Doutriaux in March 2024 [9] Market Adaptation Efforts - Maserati is attempting to address market challenges through a dual strategy of electric and fuel models, with new electric versions of existing models [12] - The brand is focusing on enhancing customer experience and engagement through personalized services and cultural integration initiatives [12] - Efforts to adapt to local market demands include streamlining decision-making processes and fostering community engagement among owners [12]

Core Insights - Mercedes-Benz showcased its dual strategy of "technology showcase + product renewal" at the 2025 Guangzhou International Auto Show, emphasizing its strengths in electrification and intelligent transformation [1] - The company aims to navigate market cycles with determination and patience, focusing on system upgrades and maintaining a long-term value perspective of "quality over quantity" [1] Group 1: Technological Innovations - The AMG GT XX concept car features three innovative axial flux motors, achieving the same power output as traditional radial flux motors with only 30% of the weight and volume, enabling speeds over 360 km/h [2] - The vehicle's high-performance battery system, inspired by F1 technology, achieves an energy density of 300 Wh/kg, ensuring stable power output under high loads [2] - The VISION EQXX efficiency concept car's technologies have been integrated into the new Mercedes-Benz pure electric CLA, achieving an ultra-low energy consumption of 10.9 kWh/100 km and a CLTC range of 866 km [2] Group 2: Product Strategy - Mercedes-Benz adheres to a "dual fuel" strategy, offering both fuel and electric models that meet diverse consumer needs, with significant upgrades in comfort and intelligence across core fuel models [3] - The long-wheelbase C-Class and E-Class models now feature a 2.0T engine and advanced driver assistance systems, enhancing the luxury experience for customers [3] Group 3: Localization and Market Strategy - The company has established a local R&D system in China, collaborating with partners like Tencent and CATL to enhance product relevance and innovation [4] - Mercedes-Benz plans to launch seven new models tailored for the Chinese market between 2026 and 2027, aiming to strengthen its competitive position in the luxury automotive sector [4]

Core Viewpoint - The rise of Maybach as a luxury car brand reflects societal emotions related to identity anxiety, wealth desire, and vanity, making it a symbol of success and status in contemporary culture [4][70]. Group 1: Brand History and Revival - Maybach is a relatively new brand, with its modern recognition only spanning about 20 years despite its historical roots dating back over a century [8]. - The brand was originally established in 1909 by Wilhelm Maybach and his son, producing high-performance cars until World War II halted production [9][11]. - In 2002, Mercedes-Benz revived the Maybach brand to compete with Rolls-Royce and Bentley, launching the Maybach 57 and 62 models, which catered to the Chinese market's preference for long-wheelbase vehicles [14][15][19]. Group 2: Market Positioning and Sales - The initial pricing of Maybach vehicles positioned them as symbols of extreme wealth, with prices ranging from 5.5 million to 6.1 million RMB, often exceeding 10 million RMB with options [19][35]. - Despite the brand's luxury image, Maybach struggled with sales, selling significantly fewer units than its competitors, Rolls-Royce and Bentley, leading to its discontinuation in 2013 after substantial financial losses [23][25]. - However, the brand's image remained strong in China, where it became associated with top-tier wealth, with half of the Maybachs sold before discontinuation being purchased by Chinese billionaires [26][21]. Group 3: Rebranding and Market Success - Mercedes-Benz successfully rebranded Maybach as a sub-brand, "Mercedes-Maybach," positioning it as a high-end version of the S-Class, which allowed for a more accessible price point starting at 1.438 million RMB [29][35]. - The new Maybach S-Class has seen significant success, with sales reaching 60,000 units from 2015 to 2021, two-thirds of which were sold in China [45][46]. - The brand's revival was strategically aimed at the Chinese market, with the global launch of the Maybach S600 taking place at the Guangzhou International Auto Show [46]. Group 4: Cultural Impact and Symbolism - Maybach has transcended its identity as merely a luxury vehicle, becoming a cultural symbol of success and wealth, often featured in social media and popular culture [56][60]. - The vehicle's association with influencers and celebrities has further solidified its status as a marker of success, leading to a unique cultural phenomenon where owning a Maybach is seen as a validation of one's achievements [64][66]. - The brand's appeal continues to grow, even amidst a downturn in the luxury car market, indicating that Maybach is experiencing a renaissance in its popularity [67].

Group 1 - The core idea of the article is that the popularity of Maybach reflects societal emotions related to identity anxiety, wealth desire, and vanity [1][40]. - Maybach is a relatively new brand, with its modern recognition only spanning about 20 years, despite its historical roots dating back over a century [4][6]. - The revival of the Maybach brand by Mercedes-Benz in 2002 aimed to compete with luxury brands like Rolls-Royce and Bentley, leading to the launch of the Maybach 57 and 62 models [7][9]. Group 2 - The initial pricing of Maybach vehicles in China established a perception of them as symbols of extreme wealth, with prices starting from 5.5 million to 6.1 million RMB, often exceeding 10 million RMB with options [9][10]. - Despite its high-profile image, Maybach struggled with sales, selling only about 200 units globally in 2011, compared to 2,700 for Rolls-Royce and 5,100 for Bentley [10][12]. - The brand's revival as "Mercedes-Maybach" positioned it as a high-end variant of the Mercedes S-Class, with a starting price of 1.438 million RMB, making it more accessible while retaining its luxury image [13][16]. Group 3 - From 2015 to 2021, the new Maybach sold 60,000 units, with two-thirds of those sales occurring in China, indicating a strong market presence [22][23]. - The brand's success in the rental market is notable, with Maybach S480 rentals priced significantly lower than those of Rolls-Royce, enhancing its appeal [26][28]. - The perception of Maybach as a status symbol has been amplified by social media influencers, further embedding it in popular culture as a representation of success [30][32]. Group 4 - The article suggests that Maybach's current success is a result of its ability to meet emotional needs and societal desires for status and wealth [40][41]. - The narrative around Maybach has evolved into a cultural symbol, where owning or being associated with the brand signifies achievement and affluence [36][39]. - The brand's resilience in the luxury car market contrasts with declines faced by other luxury brands, indicating a unique position within the industry [39].

Group 1 - The core viewpoint of the article highlights the significant trend of younger consumers in the Chinese luxury car market, with the average age of luxury car users in China being only 35 years, compared to 55 years in Europe and the US [3] - The article emphasizes the necessity for luxury car brands to focus on the values and recognition of luxury among the younger generation of consumers in China [3]

Core Insights - The article discusses the evolving definition of "ultra-luxury cars" in the context of changing consumer values and market dynamics in China, emphasizing the need for the industry to rethink what constitutes "ultra-luxury" by 2025 [1][2]. Group 1: Definition and Value Proposition - "Ultra-luxury cars" are defined not just by price but by the social and personal values they embody, which serve as enduring value anchors [2]. - The social value, characterized by scarcity, exclusivity, and community attributes, remains a core element of luxury goods [3][5]. Group 2: Consumer Behavior and Trends - The white paper reveals that the price range for purchasing ultra-luxury cars is relatively balanced between 1 million to 10 million yuan, indicating no clear consensus on price thresholds among consumers [3]. - The shift in consumer behavior from "conspicuous consumption" to "self-pleasure" reflects a deeper cultural influence, with consumers increasingly valuing uniqueness and personal satisfaction over mere display [6][8]. Group 3: Consumer Demographics - The primary consumers of ultra-luxury cars are identified as the "wealth-creating generation," characterized by high education and professional expertise, with significant wealth accumulation from salaries (33.2%), investments (27.2%), and entrepreneurship (16.8%) [10][11]. - This demographic is concentrated in manufacturing (34%), technology (24.8%), and finance (14%), representing the core of both traditional and new economies [11]. Group 4: Brand Preferences and Loyalty - The "wealth-creating generation" shows a strong preference for customization, with 56.8% favoring personalized versions of vehicles, and a high brand loyalty, with 80% indicating they would repurchase from the same brand [14]. - The most favored brands among consumers are Maybach and Rolls-Royce, each capturing 44% of consumer preference, indicating a strong consensus on traditional luxury brands [16]. Group 5: Market Dynamics and Competition - The ultra-luxury market is experiencing competition from new domestic brands like "Aiming" and "Zun Jie," which are leveraging technology and user-centric approaches to challenge established luxury brands [20][24]. - Despite the emergence of new players, traditional luxury brands maintain a solid consumer base, with 67.2% of respondents preferring established ultra-luxury brands over new entrants [25]. Group 6: Future Directions - The future of ultra-luxury cars will involve a comprehensive reconstruction of brand assets, focusing on functional innovation, experiential engagement, and emotional connections with consumers [30][33]. - A balanced approach that integrates cutting-edge technology with traditional brand values will be essential for success in the evolving market landscape [34].

Core Viewpoint - Maserati is facing significant sales challenges in China, prompting drastic price cuts on models like the Grecale, which has seen discounts of up to 5.8 times its original price, indicating a struggle to maintain its luxury brand image amidst declining sales [4][5][12]. Group 1: Sales Performance - Maserati's sales in China have been declining, with a 5% drop in September and a 3% decline from January to September this year [14]. - The global sales of Maserati fell from 26,689 units in 2023 to 14,725 units in 2024, a staggering decrease of 44.8% [12]. - In China, Maserati's sales figures dropped from 4,680 units in 2022 to just 1,209 units in 2024, reducing its market share from 20% to 8.2% [12]. Group 2: Pricing Strategy - The Grecale model is now priced starting at 38.08 million yuan, which is a 5.8-fold discount from its original price range of 650,800 to 1,038,800 yuan [5][6]. - The electric version, Grecale Folgore, is priced at 35.88 million yuan, representing a discount of nearly 60% from its original price of 898,800 yuan [8][9]. Group 3: Management Changes - Maserati has undergone three changes in its China management since 2023, indicating instability in leadership as it attempts to navigate its declining market presence [15][16]. - The latest change saw Julie appointed as the acting general manager, following a series of short tenures by previous leaders [15]. Group 4: Marketing and Brand Perception - Maserati's collaboration with the mobile game "Honor of Kings" aimed at attracting younger consumers has received mixed reactions, with many loyal customers feeling it diminishes the brand's luxury status [17][24]. - Despite efforts to engage with younger audiences, the brand's image has suffered, as reflected in customer feedback regarding the quality of its technology and features [18]. Group 5: Industry Context - The luxury car market is experiencing a collective downturn, with other brands like Bentley and Ferrari also reporting significant sales declines [19][20]. - The overall luxury vehicle market is facing challenges as high-end consumer purchasing power appears to be temporarily weakening [20].

Core Viewpoint - Maserati is facing significant sales challenges in China, prompting drastic price cuts for its Grecale model, including a promotional price of 380,800 yuan for the fuel version, which is a 58% discount, and 358,800 yuan for the electric version, representing a discount of nearly 60% [1][3][6]. Sales Performance - Maserati's sales in China have been declining, with a 5% year-on-year drop in September and a 3% decline from January to September this year [1][9]. - Global sales for Maserati fell from 26,689 units in 2023 to 14,725 units in 2024, a decrease of 44.8% [7]. - The brand's presence in the Chinese market has diminished, with sales dropping from 4,680 units in 2022 to 1,209 units in 2024, reducing its market share from 20% to 8.2% [7]. Management Changes - Maserati has undergone three changes in its China management since 2023, indicating instability in leadership [1][10]. - The latest management change occurred in March 2023, with Julie taking over as the acting general manager for China [12]. Marketing Strategies - Maserati has attempted to rejuvenate its brand image by collaborating with the mobile game "Honor of Kings," but this strategy has received mixed reactions from consumers, with some feeling it diminishes the brand's luxury status [16][19]. - The brand's efforts to appeal to younger consumers through cross-marketing initiatives have not yet yielded positive results in sales [15][19]. Product Offering - The Grecale model, launched in 2022, is Maserati's first electric SUV, with a starting price of 358,800 yuan, significantly lower than its original price of 898,800 yuan [6][7]. - The electric version of the Grecale offers a range of 533 kilometers on a full charge, showcasing Maserati's commitment to electric vehicle technology [6].

Core Insights - Maserati is facing significant sales challenges in China, prompting drastic price cuts for its Grecale models, with discounts reaching as low as 5.8% for the fuel version and nearly 60% for the electric version [1][2][4] - The brand's sales in China have been declining, with a 5% drop in September and a 3% decline from January to September this year [1][8] - Maserati has undergone three changes in its China management since 2023, indicating instability in its leadership [5][8] Pricing Strategy - Maserati has launched aggressive promotions for its Grecale models, with prices starting at 38.08 million yuan for the fuel version and 35.88 million yuan for the electric version, representing significant discounts from their original prices [2][4] - The Grecale Folgore, Maserati's first electric SUV, is priced at 35.88 million yuan, which is less than 40% of its original price [4] Sales Performance - Maserati's global sales dropped from 26,689 units in 2023 to 14,725 units in 2024, a decline of 44.8% [5] - In China, Maserati's sales figures have decreased from 4,680 units in 2022 to 1,209 units in 2024, with its market share falling from 20% to 8.2% [5] Market Trends - The luxury car market is experiencing a downturn, with other brands like Bentley, Rolls-Royce, and Ferrari also reporting declines in sales [11] - Maserati's struggles reflect broader challenges faced by luxury brands in adapting to electric and smart vehicle trends, as consumer preferences shift [10][12] Marketing Efforts - Maserati is attempting to rejuvenate its brand image by collaborating with popular mobile game "Honor of Kings," although this strategy has received mixed reactions from consumers [10][12] - The brand's marketing efforts aim to attract younger consumers, but there are concerns that such collaborations may dilute its luxury image [10][12]