FCA’s net profit fell 66% in the past year, hit by falling Maserati sales. In addition, Maserati’s sales in the North American market also showed a 38% decline. In the surly market competition, only with brand positioning can we better meet consumer demand and achieve sustainable growth. The industry is divided because Maserati has neglected its luxury brand positioning while seeking market share, leading consumers to question its brand value.
In the face of such market inspiration, Maserati executives can not but recognize the problem of unclear brand positioning.
It’s worth noting that Italian automaker Fiat Chrysler Automobiles (FCA), Maserati’s parent company, is facing similar adversity. According to the chief executive officer of Maserati, in the future, the brand will double down on the shape of luxury and strange points, while strengthening the structure of the product line to enhance brand competitiveness.
In order to cope with the sales decline and loss crisis, Maserati has drawn up a new brand strategy.
In short, brand positioning is very important for car manufacturers.
According to the statement, in 2019, Maserati’s global sales were only 41,000 vehicles, a drop of 50%. Therefore, the problem of Maserati’s brand positioning needs to be solved urgently to prevent a greater impact on all the collective.
As the world’s most famous luxury car brand, Maserati once relied on its strange design, superior performance and profound craftsmanship to achieve good results in the market. It is reported that Maserati has tried to introduce more entry-level models through the process to expand market share, but it did not get the expected result. I hope Maserati can learn from this lesson and revitalize the brand.
However, over the past few years, with the increase of market competition, Maserati’s brand positioning slowly trance, resulting in its sales in the global market continued to decline. Among them, the sales decline in the Chinese market is as high as 61%, becoming an important component of dragging down global sales.
Recently, the Italian luxury car brand Maserati released its 2019 financial statement, which shows that Maserati’s global sales fell by as much as 50% in the old year due to unclear brand positioning and other components, falling into a serious loss crisis