China becomes Maserati's largest market with greatest contribution from Levante
- Maserati China sales grow by 47% in first 3 quarters of 2017.
- China has become Maserati’s largest market worldwide.
- Dealer network grows by up to 35%.
- New model is to be showcased at Guangzhou Auto Show.
Italian super-luxury car manufacturer Maserati has made remarkable achievements in China in recent years. Thanks to its rich brand heritage and the outstanding performance of its cars, Maserati has gained the favour of more and more Chinese customers (more than 40,000 and counting). Since the launch in mid-year 2016 of Levante, the first SUV in Maserati's history, the brand has seen tremendous growth in China, which is now its largest market worldwide, overtaking the US.
Soaring sales and industry-leading growth rate
Last year, following the launch of Levante and the upgrade of the flagship luxury sedan Quattroporte, Maserati secured its best-ever sales performance in the China market. 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% in the first three quarters of this year, and are expected to hit a record high for the whole of 2017.”
Levante becomes exceptionally popular as China tops global sales
Ever since its debut at the 2016 Beijing Auto Show, Levante has become the most popular Maserati model. Accepting orders in Q2 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 desire what the Maserati lifestyle represents. In the past year, the Levante has accompanied their owners on marvelous journeys across China, from the Gobi desert to the holy mountains in Tibet, from historic Northern cities to booming towns along the coast.
Rapid dealer network development sees more investment and deeper commitment
With its growing market share in China, 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 ever 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. Working hand in hand with them, Maserati China has achieved such a great performance despite tough market conditions.
One of the key factors behind this success has been to ensure the profitability of dealers. The average net profit of Maserati China’s authorized dealers has increased by nearly 5% 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.
New strategic model to meet the enhanced 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 has 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 above all 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. For 13 years in China, the Italian carmaker has been committed to bringing superb experiences and services to Chinese customers and fans. What Maserati creates is more than just a dream car; it’s a piece of artwork on wheels, and a trusted companion for its owner as they explore the grand journey of life.
Founded in Bologna, Italy, on December 1, 1914, Maserati is now headquartered in Modena with The Trident as its iconic logo. Present in more than 60 countries across the world, its current portfolio includes Quattroporte, Levante, Ghibli, and GranTurismo/GranCabrio, whose performance perfectly interpret “elegance”, “luxury”, “sportiness” and “passion”. Maserati brand entered China in 2004 and has become one of the most recognized and loved luxury car brand. Maserati is an active participant and sponsor of Arts, Sports and Corporate Social Responsibility initiatives.