在中國大陸汽車市場整體競爭急遽升溫的下，近期，瑪莎拉蒂純電版Grecale（格雷嘉）在部分城市與經銷端以近乎「四折」的價格出售，原本指導價高達89.88 萬人民幣的車型，實際成交價一度下探至35.88萬元，短短兩天內庫存幾乎被搶購一空，在市場上掀起不小的討論聲量。乍看之下，這像是一場史無前例的豪華品牌大降價，但在業內人士眼中，這更像是一場精準計算後的「清庫存行動」，而非瑪莎拉蒂長期價格體系的全面崩塌。

從消費者角度來看，這個價格確實極具吸引力。就在去年，同一款純電格雷嘉的落地價仍普遍在70萬元以上，即便是在促銷力度已經加大的階段，裸車價格也仍需接近40萬元。短時間內價格腰斬甚至更低，再加上「庫存車即將售罄」的心理暗示，對於原本就對瑪莎拉蒂品牌心存嚮往、但被高價勸退的消費者而言，幾乎等同於一次難得的入手機會。也正因如此，純電版格雷嘉在低價消息釋出後迅速被搶購一空，目前市場上已基本告售罄，只剩下少量燃油版現車仍在銷售。

然而，如果將視角從「撿便宜」拉回到產品本身與市場環境，這次大幅降價其實更像是被現實推動的結果。近年來，中國自主新能源品牌快速崛起，不僅在入門與中端市場站穩腳跟，也在30至50萬甚至更高價位區間建立起技術與口碑優勢。隨著高階輔助駕駛、智慧座艙、電池管理與整體三電系統持續進化，消費者的購車標準早已不再只看品牌光環與歷史故事。相較於「豪華血統」，更多人開始優先考慮智慧化程度、實際駕駛體驗、使用成本與售後便利性，這也讓不少傳統進口豪華品牌在新能源時代出現明顯水土不服的情況。

回到瑪莎拉蒂 Grecale 純電版本身，從設計角度來看，它與燃油版車型的差異其實並不明顯，主要集中在中網造型與部分細節調整，整體依然延續瑪莎拉蒂一貫的運動與優雅風格。在車身尺寸方面，純電版格雷嘉的長寬高為 4865/1948/1651 毫米，軸距2903毫米，放在當前中國市場中，基本屬於主流水準的中型SUV。這樣的空間表現並不算突出，尤其是在許多國產新能源SUV已經能提供更寬敞乘坐空間與更靈活座艙佈局的情況下，格雷嘉並沒有形成明顯優勢。

正因如此，業內普遍認為，這次「四折清倉」並不代表瑪莎拉蒂未來新車都會長期維持低價，而是針對特定純電庫存車型的一次止血行為。一方面，純電格雷嘉在中國市場的銷售表現本就不如預期，庫存壓力逐漸累積；另一方面，隨著產品節奏調整與後續新車規劃推進，品牌必須盡快清理舊庫存，為後續產品鋪路。透過大幅降價迅速出清，不僅能回收部分現金流，也能避免庫存車進一步貶值。

綜合來看，瑪莎拉蒂純電格雷嘉「四折售罄」更像是一個時代交錯下的縮影。對消費者而言，這是一筆性價比極高、但不可複製的機會；對品牌而言，則是一場被市場現實逼出的調整與試探。在中國新能源車市場高度內捲、競爭白熱化的當下，單靠豪華品牌光環已難以支撐高價體系。未來瑪莎拉蒂新車價格是否「回歸正常」，關鍵不在於是否繼續打折，而在於能否真正拿出在智能化與新能源核心技術上具備說服力的產品，否則類似的清庫存戲碼，恐怕還會再次上演。

This event unfolded against the backdrop of intensifying competition in China’s automotive market, with the Italian luxury brand Maserati at the center of attention. Recently, the all-electric Maserati Grecale was sold in parts of mainland China at a price close to a 60% discount. A model with an official guide price of 898,800 yuan was offered for as low as 358,800 yuan, and inventory was snapped up within just two days, sparking widespread discussion. At first glance, this appeared to be an unprecedented price collapse for a luxury brand. However, industry insiders generally view it as a targeted inventory clearance rather than a long-term breakdown of Maserati’s pricing system.

From a consumer’s perspective, the price was undeniably attractive. As recently as last year, the same all-electric Grecale typically cost more than 700,000 yuan on the road. Even only a few months ago, buyers still needed to pay close to 388,800 yuan for the vehicle. Such a dramatic price drop within a short period, combined with the psychological pressure created by the message that “inventory is about to run out,” proved irresistible to many consumers who had long admired the Maserati brand but were previously deterred by its high price. As a result, once the discounted price was announced, the all-electric Grecale quickly sold out. At present, the pure electric version is essentially unavailable, with only a small number of gasoline-powered models still in stock.

That said, when the focus shifts from the appeal of a bargain to the product itself and the broader market environment, the sharp price cut appears more like a move forced by reality. In recent years, China’s domestic new energy vehicle brands have risen rapidly, not only securing their positions in the entry-level and mid-range segments but also establishing strong competitiveness in the 300,000 to 500,000 yuan price range and above. With continuous advances in intelligent driving assistance, smart cockpit systems, battery technology, and overall electric powertrains, consumers’ purchasing criteria have fundamentally changed. Brand heritage and storytelling are no longer decisive factors. Instead, buyers increasingly prioritize intelligence, real-world driving experience, daily usability, and ownership costs. This shift has caused many traditional imported luxury brands to struggle in the new energy era.

Looking specifically at the all-electric Maserati Grecale, its design differs only slightly from the gasoline version, with changes mainly limited to the front grille and a few details, while retaining Maserati’s signature sporty and elegant styling. In terms of dimensions, the electric Grecale measures 4,865 mm in length, 1,948 mm in width, and 1,651 mm in height, with a wheelbase of 2,903 mm. In today’s Chinese market, this places it squarely within the mainstream midsize SUV category. Its space and practicality are not particularly outstanding, especially when compared with many domestic new energy SUVs that offer larger cabins and more flexible interior layouts.

For these reasons, industry observers generally believe that this “four-discount sell-off” does not indicate that Maserati will permanently price its new vehicles at lower levels. Instead, it represents a short-term measure aimed specifically at clearing inventory of the all-electric Grecale. On one hand, sales performance for this model in China had fallen short of expectations, leading to growing inventory pressure. On the other hand, as the brand adjusts its product strategy and prepares for future launches, clearing existing stock became necessary to make room for subsequent models. By sharply cutting prices to quickly reduce inventory, Maserati could recover some cash flow and prevent further depreciation of unsold vehicles.

Overall, the sell-out of the all-electric Maserati Grecale at a steep discount can be seen as a reflection of a transitional moment in the automotive industry. For consumers, it was a rare and highly cost-effective opportunity that is unlikely to be replicated. For the brand, it was a forced adjustment driven by harsh market realities. In China’s intensely competitive and highly saturated new energy vehicle market, brand prestige alone is no longer sufficient to sustain premium pricing. Whether Maserati’s future models can “return to normal” pricing will ultimately depend not on discounts, but on whether the company can deliver genuinely competitive products in terms of intelligent systems and core new energy technologies. Otherwise, similar inventory clearance episodes may well occur again.