Alexandre
Maseratithe emblematic Italian luxury car brand, is experiencing difficult years in Europe, the US and also in China, once its main market. The story of Maserati in China, where the brand was propelled to the top, is now turning into a tale of spectacular decline.
A euphoric launch
Only 8 years ago, in 2017, Maserati celebrated its entry into the Chinese market, selling over 14,000 vehicles, an all-time record for the brand. At the time, China accounted for almost 30 % of Maserati sales worldwide. The Italian brand's appeal was at its peak, and it embodied luxury and performance for a rising class of Chinese consumers keen on prestige cars.
The key to this dazzling success? According to several Chinese media, the explosion of online commerce, thanks in particular to the wechat application, where many Chinese entrepreneurs have quickly made their fortunes. Maserati's attractive pricing with its positioning of affordable luxury cars made it a preferred choice for these new entrepreneurs, allowing the brand to sell out almost as fast as the volume of their transactions. But while the brand was at the top, its business model rested on fragile foundations.
Back to reality
The euphoria was short-lived. In 2018, a year after its launch, sales are already in decline. After an adjustment of tariffs in China and increased competition from local brands, Maserati sales began to fall. Then the following year, the brand managed to sell just 6,240 vehicles in China, a decline of 42 %. The trend persisted, with a gradual drop in sales over the following years, despite a slight rebound in 2021.
The latest figures for 2024 reveal the scale of the disaster. Maserati, for example, sold just 38 units in September 2024, down 87 % on the same month the previous year. From January to December 2024, sales fell by 71 %, with just 1,228 vehicles sold. In comparison, luxury rivals such as Bentley, Rolls-Royce and Ferrari (-33 %) all experienced declines, but Maserati seems to have been the hardest hit.
The reasons for this crisis
One of the main factors behind this fall is the changing behavior of Chinese consumers. Luxury in China no longer just means owning a European sports car. The rise of high-end Chinese brands and the shift to intelligent electric vehicles have prompted consumers to turn away from traditional brands. Maserati, like other European brands, has been slow to adapt to this evolution, particularly in terms of electrification. A few days ago, BYD's CEO declared that Chinese automakers are between 3 and 5 years ahead.
The new Maserati Grecale Folgore, launched in 2024, was a striking example of this slow response. Despite advertised advanced technical features, the car's reception was disappointing, many Chinese Internet users comparing it unfavorably with local electric vehicles.
The center console gives the impression of a Chinese-made car from a few years ago. Source testimonial jfdaily
In addition, massive price reductions, such as that of the Grecale, whose price has dropped to 500,800 yuan (around 66,000 euros), underline Maserati's difficulties in maintaining its image as a luxury brand. This strategy of lowering prices became necessary to attract consumers, but it also contributed to tarnishing the brand's image.
Massive discounts on models such as the Levante and Grecale have become commonplace, underlining the fact that the desperation of dealers to sell off stocks. However, even these reduced prices failed to stimulate sales, leading to a significant financial loss for the brand. It had recorded a loss of 82 million euros in the first half of 2024 alone.
A new attempt at recovery for China
Faced with this debacle, Stellantis announced changes in the brand's management. In September 2024, Yu Hanbang was appointed Managing Director of Maserati China, an appointment aimed at turning around operations in this key market. While this man has a proven track record at MG and Genesis, it remains to be seen whether this change in leadership will be enough to restore consumer confidence and restore Maserati's place in the Chinese market.
Stellantis, for its part, has reaffirmed its commitment not to sell Maserati, despite the accumulated losses. The brand remains a valuable asset in the Stellantis portfolio, being the only luxury brand among its 14 other brands.
If there's one brand that has no technological edge, it's BYD. Their products sell because they're cheaper, but there's nothing electric about them - not efficiency, not recharging, not driving dynamics, not software. As for design, I'm not even talking about it. As for Maserati, the brand must be up there with the best, but even Porsche is suffering a lot in China at the moment. Because there's a major economic crisis in China, even with a proactive government.