Maserati, the Italian carmaker is enjoying remarkable success in China. Thanks to its rich brand heritage and the outstanding performance of its cars, Maserati has won over more than 40,000 Chinese customers. Since the launch of Levante in mid-2016, the first SUV in Maserati’s history, the brand has enjoyed tremendous growth in China, which is now its largest market worldwide, even overtaking the US.
Soaring sales and surging growth
Following the launch of Levante and upgrading the flagship luxury saloon Quattroporte last year, Maserati secured its best-ever sales performance in China. The company’s total sales volume for 2016 was 12,250 units.
“In just one year, China has become the largest market for Levante worldwide,” said Mirko Bordiga, managing director of Maserati China. “Our sales have grown by 47 percent in the first three quarters of this year, and it is expected to hit a record high for the whole of 2017.”
Ever since its debut at the 2016 Beijing Auto Show, Levante has become the most popular Maserati model. Accepting orders in the second quarter of 2016 and successfully delivering the first batch in August of last year, Levante has maintained stable growth despite market fluctuations, and also driven sales of other models in the Maserati China product portfolio.
Levante strengthened the Maserati line-up and opened a new customer segment. It is a much-needed new option in the luxury SUV market for those attracted by Maserati’s unique brand characteristics and lifestyle. Levante has traveled across the Gobi desert to the holy mountains in Tibet, from historic cities to booming towns along the coast.
Maserati has continued to grow its dealership network and opened new showrooms this year. Authorized dealerships and POS are estimated to number 66 and 74, respectively, by the end of 2017, a substantial increase on last year. These stores are an essential part of Maserati’s commitment to be closer to local customers and provide them with the world-class services they deserve.
Dealers are also integral partners of Maserati’s business in China. One of the key factors behind the success has been to ensure the profitability of dealers. The average net profit of Maserati China’s dealers has increased by nearly 5 percent during the first three quarters of 2017, one of the best in the industry. Stable dealer profitability has ensured the stability of the current network and set up a solid foundation for further expansion.
Meeting the needs of young elites
The 2017 Chengdu Motor Show saw Maserati’s global launch of the new Ghibli, a model favored by young elites all over the world. In China, Ghibli won the hearts of customers with its dynamic lines, strong and vibrant personality, and sporty yet glamorous sculpted forms. It’s a car for people who value excellence and are driven by success.
At the upcoming 15th Guangzhou Auto Show, Maserati will unveil yet another show-stopping model. This new product will meet the growing needs of young Chinese consumers who are eager to express their individual personalities and discerning tastes. “Brand affinity and customer satisfaction are the driving forces for our constant growth,” said Mirko Bordiga. “We will continue our efforts to bring higher quality services, better driving experiences, more meaningful cultural and lifestyle programs built on our century-old DNA of luxury and sportiness.”
Staying true to the brand’s original philosophy, Maserati has preserved its elegant design, racing genes and fine Italian craftsmanship.
*excerpts courtesy ShanghaiDaily