Another ultra-luxury car brand is struggling to stay afloat—even Maserati has joined the Double 11 discount frenzy.

Recently, it was discovered that Maserati dealers have slashed prices for the Grecale model. The fuel-powered version now starts at 380,800 RMB, a 42% discount, while the electric variant, the Grecale Folgore, is priced even lower at 358,800 RMB—a staggering 60% off. Notably, the Grecale Folgore is Maserati’s first all-electric SUV. The dealer confirmed the pricing, attributing it to a Double 11 promotional campaign.

However, the steep discounts have failed to revive Maserati’s declining sales. Data shows that the brand’s China imports fell 5% year-on-year in September 2025, with a 3% drop over the first nine months of the year. In a desperate bid for survival, Maserati has replaced its China CEO three times since 2023.

This year, Maserati attempted to appeal to younger consumers through a collaboration with the mobile game *Honor of Kings*. However, the move backfired, with some netizens criticizing it for "cheapening the brand’s prestige" and loyal owners expressing disappointment.

**"Bone-Breaking" Discounts: EVs Hit Harder** Amid the Double 11 shopping festival, Maserati rolled out aggressive promotions. Dealers in cities like Suzhou and Shanghai offered the Grecale at a base price of 388,800 RMB, while one Nanjing dealer quoted an even lower 380,800 RMB.

The Grecale, launched in 2022 as a mid-size luxury SUV, originally carried a manufacturer’s suggested retail price (MSRP) of 650,800–1,038,800 RMB for its GT, Modena, and Trofeo variants. The current discount represents a 42% price cut.

"Under 400,000 RMB for a Maserati? Is this still the ultra-luxury brand we knew?" many netizens exclaimed. Meanwhile, longtime fans lamented, "This price doesn’t excite me—it breaks my heart. This brand was once our dream."

A Maserati sales representative defended the discounts as a move to "embrace market realities," admitting they were clearing inventory at a loss.

When contacted, a Nanjing dealer confirmed the 380,800 RMB starting price, noting that additional customization would push the final cost above 400,000 RMB.

The dealer also revealed deeper discounts for the all-electric Grecale Folgore, priced at 358,800 RMB—lower than its gasoline counterpart. The Folgore, launched in December 2024 with an MSRP of 898,800 RMB, features a 105 kWh battery and a CLTC-rated range of 533 km. The current price represents a 60% discount, signaling a more severe price collapse for Maserati’s EVs.

**China Sales Keep Falling, Leadership in Flux** Maserati, an Italian luxury automaker under Stellantis, entered China in 2004 and once enjoyed strong demand among high-end buyers. However, its presence has dwindled in recent years.

Stellantis’ 2024 financial report showed Maserati’s global sales plummeting 44.8% to 14,725 units, while China sales dropped from 4,680 in 2022 to just 1,209 in 2024—shrinking its China market share from 20% to 8.2%.

The decline continued into 2025, with Q3 global deliveries down 14.3% year-on-year to 1,800 units, and net revenue falling 3.6% to 188 million euros.

Despite heavy discounts, Maserati’s China sales remain in negative territory. September imports fell 5% to 83 units, while January–September imports dipped 3% to 1,023 units.

Amid the slump, Maserati’s China leadership has been unstable. Fabio Lambertini served as managing director for just over a year before Yu Hanbang took over in September 2024—only to be replaced six months later by Julie, who now serves as interim China head.

**Honor of Kings Collab Backfires** Maserati’s struggles stem partly from its lag in electrification and smart tech. While luxury performance was once a key selling point, electric vehicles from newer brands now outperform traditional sports cars in acceleration. Moreover, Maserati has been slow to meet Chinese consumers’ demand for advanced in-car tech.

One Grecale owner complained about frequent system crashes, navigation errors, and connectivity issues—a challenge shared by many legacy luxury brands.

Data from the China Passenger Car Association (CPCA) shows imports for Bentley, Rolls-Royce, Ferrari, and Lamborghini all declined in January–September 2025, with only Aston Martin and McLaren posting growth. CPCA Secretary-General Cui Dongshu noted that ultra-luxury imports have weakened since 2023, reflecting softer demand among high-net-worth buyers.

In response, Maserati has ramped up electrification and marketing efforts, including its *Honor of Kings* tie-up targeting younger consumers. However, the campaign drew backlash, with critics calling it "brand-diluting" and owners voicing dismay.

Under Julie’s leadership, Maserati’s uphill battle in China continues.