近期，「人民幣38萬8，瑪莎拉蒂 開回家！」的話題在中國網路上迅速引發熱議。事件起源於上海浦東一家經銷門店，開出瑪莎拉蒂品牌新車「驚人」價格：起步價僅為38.8萬元人民幣。據店方透露，在兩天內就賣出超過10輛，現場人氣旺盛。這樣的售價讓不少人驚呼「豪車變成高配大眾」，也引起外界對於瑪莎拉蒂品牌在中國的市場狀況產生更多關注。

據了解，這次被降價販售的主要車型為Grecale（格雷嘉）入門版。Grecale是瑪莎拉蒂在2022年推出的中型豪華SUV，定位類似於保時捷Macan，是品牌試圖年輕化、大眾化的重要作品。這款車搭載2.0T輕油電系統，最大馬力可達300匹左右，外觀維持瑪莎拉蒂一貫的義式運動設計語言，內裝亦採用大面積皮革包覆與新世代數位座艙配置。雖然是入門車型，但配置相對齊全，具備品牌辨識度與駕駛樂趣。

然而，即便產品本身並不差，瑪莎拉蒂在中國的銷售表現卻逐年下滑。根據統計，該品牌2023年在中國市場僅售出1209輛新車，相較於巔峰時期的年銷破萬輛可謂「慘淡」。銷量萎縮背後有多重因素：

首先，品牌光環與認同感的削弱。在中國，瑪莎拉蒂曾被視為義式豪華與品味的象徵，但近年來品牌形象逐漸模糊，在BMW、Mercedes-Benz等德系豪華品牌競爭下失去區隔，加上保時捷、特斯拉等品牌的新興吸引力，導致消費者選擇更多元化，瑪莎拉蒂逐漸被邊緣化。

其次，產品線更新慢、市場反應不夠靈活。相比保時捷不斷推出新款車型與電動化策略，瑪莎拉蒂直到近幾年才推出Grecale與MC20等新車，而純電產品則仍處於初期階段。中國市場競爭激烈，尤其是新興新能源車品牌（如比亞迪、小鵬、蔚來）迅速搶佔高端市場，讓傳統豪車品牌的地位受到強烈衝擊。

再者，售後服務與渠道問題亦是痛點。瑪莎拉蒂的維修保養成本偏高，加上中國部分經銷商退出，導致售後體驗未能達到豪華品牌應有標準。加上瑪莎拉蒂曾多次被爆出經銷商庫存壓力大、折扣劇烈，讓品牌價值進一步受損。

目前降價背後，也可能反映出經銷商「清庫存」與「去品牌溢價化」的迫切心態。一方面，車市整體不振，經銷商為求生存只得透過大幅讓利吸引消費者；另一方面，瑪莎拉蒂在全球市場也傳出轉型壓力，多次被傳可能被母公司Stellantis集團出售或與其他品牌整合。

總體而言，這場降價潮固然短期帶來關注與買氣，但長期來看，也可能加速瑪莎拉蒂在中國的品牌邊緣化。對於消費者來說，38萬入手一輛義大利豪車的確誘惑力十足，但未來的保值率、維修便利性與品牌信譽，仍需謹慎評估。而對於瑪莎拉蒂來說，若無法重建品牌定位與本地化策略，即使降價，也難以真正重振中國市場的榮光。

Recently, the phrase “Take home a Maserati for RMB 388,000!” has gone viral across Chinese social media platforms. The buzz was sparked by a dealership in Pudong, Shanghai, which offered a surprising base price of just 388,000 yuan for a brand-new Maserati. According to the dealership, more than ten units were sold within just two days, with heavy customer traffic at the showroom. The eye-catching price has left many astonished, with some exclaiming that the luxury car now costs less than a fully loaded Volkswagen, prompting widespread attention to Maserati’s current market position in China.

The model being offered at this reduced price is reportedly the entry-level Maserati Grecale. Launched in 2022, the Grecale is a mid-size luxury SUV positioned as a direct competitor to the Porsche Macan. It represents Maserati’s attempt to modernize its image and appeal to a broader, younger audience. The vehicle comes equipped with a 2.0-liter mild hybrid turbo engine producing around 300 horsepower. Its exterior stays true to the brand’s signature Italian sports car design, while the interior features extensive leather finishes and a new-generation digital cockpit. Though it is the base model, the Grecale still offers a solid configuration, combining brand identity with driving enjoyment.

Despite the product’s decent specs, Maserati’s sales performance in China has been on a steep decline. In 2023, the brand sold only 1,209 units in the Chinese market, a dramatic fall from its peak years, when annual sales surpassed 10,000. Several factors contribute to this downturn.

Firstly, the weakening of Maserati’s brand aura and consumer recognition. Once seen in China as a symbol of Italian luxury and refinement, Maserati has gradually lost its distinct image. Under the fierce competition of German luxury brands like BMW and Mercedes-Benz—and with rising appeal from Porsche and Tesla—Chinese consumers now have more diversified preferences, pushing Maserati further to the market’s periphery.

Secondly, slow product updates and inflexible market responses have hindered the brand. While competitors like Porsche consistently introduce new models and advance electrification, Maserati only recently launched the Grecale and the MC20. Its electric vehicle offerings remain in the early stages. Given China’s fiercely competitive market, particularly in the high-end EV segment led by brands like BYD, XPeng, and NIO, traditional luxury manufacturers like Maserati face immense pressure.

Thirdly, after-sales service and distribution issues continue to be pain points. Maserati’s maintenance and repair costs are relatively high, and with some dealers exiting the Chinese market, after-sales experiences have fallen short of luxury standards. Reports of high inventory pressure and deep discounts among dealers have further diluted the brand’s premium image.

The current price drop may reflect an urgent attempt by dealers to clear inventory and de-premiumize pricing to stay afloat. On one hand, with the broader auto market facing a slowdown, dealers are resorting to aggressive discounting to stimulate sales. On the other hand, Maserati is reportedly under pressure globally, with repeated rumors of the brand being sold or restructured by its parent company, Stellantis.

In summary, while this pricing strategy may generate short-term buzz and sales, it could accelerate Maserati’s long-term marginalization in China. For consumers, acquiring an Italian luxury vehicle at RMB 388,000 is undeniably tempting—but concerns remain over future resale value, service accessibility, and brand credibility. For Maserati, unless it can redefine its positioning and improve local adaptation strategies, even aggressive discounts may not be enough to restore its former glory in the Chinese market.