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38万的玛莎拉蒂,戳破顶奢幻觉
3 6 Ke· 2025-07-21 01:32
Core Viewpoint - Maserati's sales in China have drastically declined, with only 384 units sold in the first five months of 2023, a significant drop from the peak of 14,500 units in 2017, indicating a severe downturn for the brand in the luxury car market [1][17]. Group 1: Sales Performance - Maserati's sales in China have plummeted, with a 71% year-on-year decrease expected in 2024, and only 384 units sold in the first five months of 2025, down 44% compared to the previous year [17]. - The brand's global sales also reflect a downturn, with a total of 11,300 units sold in 2024, a 57% decline year-on-year [17]. - A Shanghai dealer has offered significant discounts on the Maserati Grecale SUV, with prices starting at 388,800 yuan, a reduction of over 40% from the suggested retail price [1]. Group 2: Brand Image and Market Position - Maserati's brand image has suffered due to its association with the micro-business community, leading to a perception of being a "status symbol for nouveau riche," which has driven high-end customers towards competitors like Porsche and Bentley [16][22]. - The brand's sales peaked in 2017 at 14,500 units, with 40% of buyers being female, but the association with micro-businesses has negatively impacted its luxury status [16][22]. - The decline in sales is attributed not only to market dynamics but also to slow product updates and quality issues, with key models like the Ghibli and Levante being discontinued [22][23]. Group 3: Competitive Landscape - The luxury car market is facing challenges, with competitors like Bentley, Rolls-Royce, and Ferrari also experiencing declines in sales, indicating a broader trend affecting high-end brands [19]. - The shift in consumer preferences towards electric vehicles and domestic brands is further complicating Maserati's market position, as younger consumers are less enamored with traditional luxury brands [24]. - Maserati's future may hinge on its ability to innovate and adapt to the electric vehicle trend, with the first electric models not expected until 2025 [22][27].
中国车企冲击叠加美关税预期 Stellantis(STLA.US)拟剥离玛莎拉蒂
智通财经网· 2025-06-20 13:24
Core Insights - Stellantis is evaluating the potential divestiture of its luxury brand Maserati amid significant pressures from rising import tariffs in the U.S. and competition from Chinese electric vehicle brands in the global luxury car market [1][2] - Maserati's global deliveries have plummeted to 14,725 units in 2024, nearly halving from 26,689 units in 2023, indicating severe market challenges [1] - The decline in Maserati's sales is attributed to underperformance of its core model Grecale, a structural shift in demand from Chinese consumers, and a slowdown in product updates [1] Company Strategy - Stellantis has engaged McKinsey & Company to develop new strategic plans for its luxury brands, including Maserati and Alfa Romeo, during a transitional period under Chairman John Elkann [1] - Official representatives from Stellantis have denied rumors regarding the sale of Maserati, but the company has not provided further details on the strategic evaluation [1] Industry Context - The automotive industry is facing challenges related to accelerated electrification, geopolitical risks, and the need to optimize brand portfolios and improve operational efficiency [2] - The future direction of Maserati may serve as a case study for how multinational automotive companies respond to global industry changes [2]