About 5 years ago, China was still a market where Maserati is proud of. Levante, a medium-sized SUV, has sold very considerable sales in the Chinese market. Based on this objective background, Maserati is building dealers at a speed of more than 50%.
However, the development support in the past five years is insufficient. Maserati's sales dropped from more than 12,000 units in 2016 to more than 7,000 units in 2021, with a huge decline in sales. The reasons for the decline in
sales are very complicated.
On the one hand, the total volume of domestic super luxury car market is constantly decreasing, and the total sales of super luxury cars in the market in 2021 are only 15,000 units. Maserati is naturally forced to lower, mainly due to the significant reduction in the number of super luxury consumer users.
On the other hand, the domestic consumption ideology is gradually maturing, and the consumption of super luxury models is unwilling to spend too much, and car purchase consumption is converted into investment and deposit consumption.
, the former sales leader, Levante is still the main force today. Last year, the average monthly sales were around 300-400 units, accounting for more than 50% of the brand's sales.
shows that Maserati's SUV strategy is successful in a sense. Although the overall sales are not high, Maserati still decided to continue to promote in the SUV market.
launched a brand new Grecale in the market this year, which is about 200,000 yuan lower than the Levante, but the top-end model is only 1.06 million yuan. In terms of positioning, the new car is positioned as higher than Porsche Macan, but the market recognition is very poor.
In fact, when counting the sales of super luxury cars, it was very controversial for Maserati to be selected.
is the main reason for the chaos in the market positioning caused by the continuous decline in brand prices in the past few years. Maserati has encountered losses for a long time. In the newly merged Stellantis Group, Maserati is a "non-performing asset". In the eyes of Tang Weishi , it is necessary to reduce costs and increase efficiency and improve the overall news of the company.
In the context of the great era, any brand that cannot make profits and drags down the company should be adjusted. This is the style of a brand new CEO.
So Maserati is not in a good situation in the global market. Although it still has an overall sales of more than 7,000 units in the domestic market, the domestic market supplies 5 models, two executive cars, two luxury SUVs, and one super sports car. The overall price of three models is within 1 million, but the results are still not ideal.
has always regarded Porsche as its biggest competitor in the domestic market. Compared with Maserati, Porsche's brand value seems to be more deeply rooted in people's hearts.
hot-selling models are Cayenne, 911, and Paramela. The pricing of the three models is also above one million, but sales in 2021 show that Porsche's domestic sales reached 95,000 units, 13 times that of Maserati. Porsche was successfully launched, code-named 911, achieving the final sublimation of brand value.
The reason why the super luxury brand was not included in Porsche is because if it was included in Porsche, it would be a saying, which is really not good-looking for other luxury brands.
Maserati lacks operations in the country and is the core key to poor sales.
On the one hand, channel construction itself is less than Porsche. On the other hand, brand value operation is relatively inaccurate enough. The most important thing is that product design, positioning, quality and inheritance genes are insufficient. Although
is a million-level brand, Maserati is taking the European luxury route and selling super luxury behind it. However, whether the quality and brand can keep up is questioned for a long time, while Porsche is taking the German craftsman route, with a consistent pace and high inheritance.
Back to that topic, it is not that the domestic market abandons Maserati, but that Maserati is a small-scale brand. The weakening of super-luxury consumption capacity has actively compressed the market share that originally belonged to Maserati.
