Another luxury car brand struggling? Even Maserati is running a Double 11 sale promotion...

Recently, the Next-Generation Car Research Institute column found that Maserati dealers have launched a huge price cut sale for the Grecale, with fuel versions starting at RMB 380,800, which is equivalent to a 5.8% discount. The electric version of t

However, the significant price reduction has not lifted Maserati out of its sales difficulties. Data shows that Maserati's China import sales fell by 5% year-on-year in September, and by 3% for the first nine months of this year. To salvage its situa

This year, Maserati chose to collaborate with Arena Of Valor for a youth-oriented marketing campaign. However, some netizens believed that this collaboration had lowered Maserati's class, and some car owners even expressed their deep sorrow.

Fracture-style big sale with more discounts on pure electric vehicles

Luxury car brand Maserati is offering discounts on its vehicles during the upcoming Double 11 shopping festival.

According to the 'Next-Generation Car Research' column, Maserati dealers in various cities including Suzhou and Shanghai are offering a starting price of RMB 388,800 for the Grecale car; while a dealer in Nanjing is even offering a starting price of

According to the information, Grecale is a mid-size luxury SUV launched by Maserati in 2022. The car is available in three fuel versions: GT, Modena, and Trofeo, with a manufacturer's guidance price ranging from 650,800 to 1,038,800 yuan. At a starti

"Is Maserati priced below 400k now? Is this still the ultra-luxury brand in my mind?" Many netizens expressed surprise, while the brand's loyal fans exclaimed, "This price doesn't make me excited, but heartbroken. This brand was once the white moonli

Maserati sales staff responded on social media that this move was to 'embrace the market' and was part of a 'stock clearance, selling at a loss'.

The 'Next-Generation Car Research' column made a call to a Maserati dealer in Nanjing for consultation. A salesperson said that the quotation starting from 380,800 yuan is true, and it is the price of a bare car. The additional cost for options is ab

The salesperson also revealed to the 'Next-Generation Vehicle Research Institute' column that there is another pure electric version with greater discounts, the Maserati Grecale Folgore. The car is priced starting at RMB 358,800, which is lower than

According to public information, Grecale Folgore is the first pure electric SUV launched by Maserati in December 2024, with an official guidance price of 898,800 yuan. The car is built on a 400-volt electrical platform and equipped with a 105-kilowat

Therefore, the price collapse of Maserati's pure electric models is more severe compared to its fuel-powered models.

Sales continue to decline in China, and three leaders have changed in two years

Maserati is an Italian luxury car manufacturer that officially entered the Chinese market in 2004 and was once in short supply in China's high-end user market. However, in recent years, Maserati has been on the decline, with sales continuing to drop

The brand currently belongs to the Stellantis Group.

According to Stellantis Group's financial report for 2024, Maserati's global sales have declined from 26,689 vehicles in 2023 to 14,725 vehicles, with a decrease of 44.8%. From 2022 to 2024, Maserati's sales in the Chinese market were 4,680, 4,367, a

As of 2025, Maserati is still in a downturn. According to the Q3 financial report released by the Stellantis Group, Maserati's global shipments reached 1,800 units, a 14.3% year-on-year decline from 2,100 units in the same period last year. The net r

From the perspective of the Chinese market, although Maserati has implemented a form of significant price reduction, its sales in China have yet to reverse the negative growth trend.

According to the data released by the China Passenger Car Association, the import sales of Maserati in China were 83 units in September, a year-on-year decrease of 5%. From January to September this year, Maserati's import sales in China reached 1,02

The Chinese market continues to be sluggish, and there is continued unrest in the management of Maserati in China.

In May 2023, Fabio Lambertini officially became the General Manager of Maserati Greater China, responsible for the overall market operations in China. However, his tenure lasted for only over a year. In September 2024, Hanbang Yu took over as the Gen

In March this year, Maserati once again announced a change in leadership, appointing Julie as the interim General Manager of China. Prior to taking up her new role, she had led Maserati's cross-market collaborative operations and business expansion i

So far, the frequent change of top managers has not fully reversed Maserati's declining trend in the Chinese market.

Joint name in Honor of the King Game, Car Owner: Class is overrated!

Behind the decline in sales and performance of Maserati is its failure to keep up with the industry trend of electrification and intelligence.

On one hand, the performance that luxury sports cars were known for in the fuel era is no longer scarce in the electric era, and even suffered from a dimension attack. The 0-100 km/h acceleration time that was once the hallmark of luxury sports cars

Take the car as an example. A car owner who purchased a Maserati Grecale Grega commented on social media that what he was most dissatisfied with was that the car had too many aspects that needed improvement: the car was often stuck, navigation was of

Actually, this is not only the dilemma of Maserati, but also the collective challenge of luxury car brands.

According to the China Passenger Car Association, the import sales of Bentley, Rolls-Royce, Ferrari and Lamborghini have declined by 21%, 11%, 18% and 27% respectively from January to September this year, while only Aston Martin and McLaren have achi

Cui Dongshu, Secretary General of the China Passenger Car Association, analyzed in a post that imports of ultra-luxury vehicles have experienced a significant decline since the beginning of 2023, with accelerated decline in 2024, and improvement in t

Of course, Maserati is also actively seeking changes, including accelerating its transition to electrification and exploring diversified marketing strategies.

Data shows that the proportion of young consumers in China's ultra-luxury car market continues to increase. Since the beginning of this year, Maserati has cooperated with the mobile game "Glory of the King" for cross-border marketing many times. In J

However, many netizens are not impressed with the joint marketing campaign between Maserati and Arena of Valor. In the comments section of a marketing post, many netizens complained that it "lowers the class of Maserati" and "makes Maserati owners fe

Under the leadership of new General Manager Julie in China, Maserati still faces a long and challenging road to self-rescue in the Chinese market.

This article comes from the WeChat public account of Sina Tech.