Maserati announced the transformation of electrification, and the Chinese market may become a super luxury brand "the key to breaking the situation"

China Times (chinatimes.net.cn) reporter Niu Xiaoou reported from Beijing Jianping Beijing report

Recently, Maserati revealed the latest news of its new Granturismo model. The first pure electric coupe Granturismo Folgore was also listed, and it was announced that future brands will gradually shift to electrification.

Another super luxury car brand accelerated the running into the new energy track, which undoubtedly further explained that the electrification transformation has become an inevitable trend, but the industry is more concerned that the wave of electrification has arrived. Breakout?

Promote comprehensive electrification transformation

As the only super luxurious car brand of Stellandis Group, Maserati rose 41%to 24,300 units in 2021, the global market share increased to 2.4%, and its market share in North America and China increased to 2.9%and 2.7%respectively. ; Net revenue is 2.021 billion euros, and the operating profit margin is 5.1%. It is precisely because of his outstanding performance that brought plenty of funds that Maserati began to accelerate the transition to electrifying the track.

It is reported that by 2030, Maserati will be fully electrified. And the last two models equipped with internal combustion engines will be launched; by 2025, all models of Maserati will launch an electric version to attract new luxury consumers in all market segments. The electrification plan of Maserati is part of the "Dare Forward 2030" strategic plan announced by Stellandis on March 1. In the future, all new models of the brand will develop, design and produce in Italy, and use an electric transmission system to bring the typical innovation and high performance of the Maserati model.

In July this year, Maserati CEO David Grasso said that due to changes in consumer preferences, the brand's electrification speed will be faster than the previous plan. He frankly said: "We see that the customer's demand for electric vehicles is accelerating. I believe that after 2030, consumers will no longer need demand for internal combustion engine models." He said that the demand for demand in various regions has different rates, but this is this is this is, but this is this is that this is this is this is, but this is this is this is, but this is this is this is, but this is this is this is, but this is this. A global trend.

As David Grasso said, the new wave of the automotive industry has arrived, and the charm of the super luxury car brand is weakened step by step. There are three reasons. The first point is that the super luxury car brand admires internal combustion engines. Many super -luxury brands launched by super luxury brands are supported by a powerful engine to maintain excellent motivation. However, more and more electric vehicles are among the "4 seconds club" with excellent motor performance. It is also worth noting that this advantage may be more difficult to defend after the transformation. According to the data released by Maserati, the 0 hundred acceleration of Maserati Granturismo Folgore electric vehicle was 2.7 seconds, and the maximum speed exceeded 320 kilometers per hour. The super -luxury brand electric vehicle that has been listed on sale is only Porsche Taycan models, which has the fastest acceleration of 2.8 seconds and the highest speed of 260 kilometers per hour. The fastest acceleration announced by Tesla Model S is 2.1 seconds, and the highest speed is 322 kilometers per hour. Therefore, this challenge and impact of traditional super luxury brands that have always pursuing speed passion are relatively large.

On the other hand, the appearance and interior design of many electric vehicles began to "hit the face" super luxury car brand, which also made the high -luxury brands who have high self -esteem. In the end, the car company represented by Tesla gave new ideas with software, so that intelligent networking and autonomous driving have become the focus of consumer new attention. This is an indispensable super luxury car brand.

The point of view of Tian Li, an analyst in the automotive industry, is: "Before the change, only by taking advantage of the trend. Only the earlier to complete the transformation can stand firmly in the new era to stand firmly and win the market."

The Chinese market becomes the key to breakout

Not only Maserati, more and more super luxury brands have seen the new wind brought by the "new wave", and have begun to promote the electrification layout.

According to the plan, Aston Martin's first electric vehicle will be launched in 2025. By 2030, Aston Martin's 50%of mass production vehicles will achieve pure electrification, 45%of the hybridization, leaving only 5%of the remaining 5% It is the internal combustion engine racing on the track; Bentley said the first electric model was launched in 2025. In 2030, all products are pure electric models; Rolls -Royce will not sell plug -in hybrid models, but it will be before 2030 by 2030 The first pure electric model will be launched directly; Lamborghini will launch the fourth product line from 2025-2030, and at this stage will launch the first pure electric model of Lamborghini; Ferrari will launch the first pure tram model in 2025 ...

It must be pointed out that even if the layout has begun to be electrified, the speed of the ultra -luxury brand is still not fast, and it is obvious that "turning" is much more difficult than imagined. Gu Yutao, an analyst at the automotive industry, analyzed the reporter of the Huaxia Times: "The main concern of the reason why super luxury brands are so" tangled "on the road to electrification transformation is in fact, the most important concern is to recommend electrifying changes to change its original advantages and genes. The launch of electrified products in the short term will make the super luxury vehicle level unavoidable, and even the products developed by a large amount of capital are comparable to the new forces that exist on the market. The technology can no longer represent the highest standard. Some brands are tone. "At the same time, the development of electric vehicles is even more difficult for super luxury brands that have always respected internal combustion engines. Because the R & D cycle is long and the technical difficulty is high, the cost of R & D is quite high. This is a super luxury brand such as "independence" such as Aston Martin, and there is no "backing behind" to help them dilute and electrifying costs. It is difficult to achieve transformation without seeking capital assistance. This may also be one of the important factor in the specific date of completely eliminating the internal combustion engine.

In the critical period of change, some layouts are early and some have capital advantages. Therefore, in this context, this wave is likely to lead to reshuffle of the super luxury market. In the change, individual brands may decline.

But in any case, many ultra -luxury brands have begun to actively embrace the transformation, which is more practical than that of the soldiers. At the same time, it is also necessary to focus on the strategic focus of the time and reasonable layout.

According to data from the 2022 World New Energy Vehicle Conference, the cumulative sales of new energy vehicles in the world have reached 20 million vehicles, and China has reached 11 million vehicles, accounting for 55%. The largest new energy vehicle consumer group has injected a strong driving force into the development of new energy vehicles worldwide. "Therefore, super luxury car brands want to complete the leap forward on the electrification track, which is bound to be inseparable from the help of the Chinese market.

Tian Li admitted to the reporter of "Huaxia Times": "The position of the super luxury car brand in its fans cannot be shaken. Even if many new car makers have lowered the threshold of 'power', the super luxury car brand is unparalleled with the sense of control and the sense of control and the sense of control and the sense of handling and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of control and the sense of handling are unparalleled. Not so easy to be replaced. From this level, they have always enjoyed exclusive high -quality customer resources. Therefore, giving up is not a way out. On the contrary, grasp your advantages, do not need to be too eager, give high -quality development for a certain time, focus on adding weights, focusing on adding orders. Electric and digital investment efforts can even focus on the focus point in China, the world's largest new energy market in China, which is the key to the breakthrough of super luxury car brands in the new wave. "

Editor -in -chief: Editor Li Yanan: Yu Jianping

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