Maserati, known as the “queen of supercars,” is now closing stores and cutting prices. Recently, after several visits, the reporter discovered that only one of Maserati's three 4S stores in Beijing remains in operation. Models such as the Grega currently on sale were cleared of inventory with a 40% price reduction. After major models such as the Levante and Geberit were discontinued one after another, fuel vehicles went out of stock. The reason behind this is that Maserati's global sales volume has almost dropped, and the Chinese market share has shrunk to 8.2%. In this context, the company's management changed three times in two years, but this did not improve the downward trend in performance. Industry insiders pointed out that the core competitiveness of ultra-luxury brands lies in scarcity and premium ability. Disorderly price cuts will solidify the “cheap luxury car” label and further damage the brand's value foundation. In fact, Maserati overdrafted its brand image in the early years due to the “WeChat Magic Car” label, and now it is facing a complete decline in product power: the electrification transformation is lagging behind, and there is a significant gap between intelligent configuration and domestic high-end models, and it may inevitably become popularized in the future.

Maserati, known as the “queen of supercars,” is now closing stores and cutting prices. Recently, after several visits, the reporter discovered that only one of Maserati's three 4S stores in Beijing remains in operation. Models such as the Grega currently on sale were cleared of inventory with a 40% price reduction. After major models such as the Levante and Geberit were discontinued one after another, fuel vehicles went out of stock. The reason behind this is that Maserati's global sales volume has almost dropped, and the Chinese market share has shrunk to 8.2%. In this context, the company's management changed three times in two years, but this did not improve the downward trend in performance. Industry insiders pointed out that the core competitiveness of ultra-luxury brands lies in scarcity and premium ability. Disorderly price cuts will solidify the “cheap luxury car” label and further damage the brand's value foundation. In fact, Maserati overdrafted its brand image in the early years due to the “WeChat Magic Car” label, and now it is facing a complete decline in product power: the electrification transformation is lagging behind, and there is a significant gap between intelligent configuration and domestic high-end models, and it may inevitably become popularized in the future.