In the March earnings season, many car brands' 2021 financial reports followed.
2021 is a very historic year, not only the beginning of the third decade of the twenty-first century, but also from this year, the trend of automobile electrification has been officially confirmed due to the blowout of private electric vehicle consumption, and almost all traditional cars have taken steps towards transformation. Although the pace is different, but the eyes are all on 2030.
Among these many financial reports, Maserati deserves to be singled out and said.
Why?
There are three reasons. First, Maserati launched the EPD SUPERCAR MC20 last year, while the brand's performance rebounded in 2021. This indicates that from 2022 onwards, the Italian ultra-luxury brand is expected to achieve another round of rapid growth;
Second, before that, the transformation of automobile electrification has not yet been transmitted to the ultra-luxury brand represented by Maserati, so Maserati released the "Folgore Electrification Strategy" at this time, which is worth studying;
Third, the outside world usually believes that the success of ultra-luxury brands like Maserati, which has achieved brilliant achievements in the past hundred years or so, is largely closely related to the internal combustion engine, whether from the perspective of maintaining tradition or cost considerations, they are resistant to new changes.
However, Maserati has taken the lead in becoming the first Italian ultra-luxury car brand in the global automotive industry to launch a pure electric model, and officially announced the "Folgore Electrification Strategy", with the ultimate vision that by 2030, Maserati's models will be fully electrified.
The above makes Maserati representative.
We can't help but ask, how can the car brand, which has always occupied the top position in the food chain, cope with the arduous challenge of transformation?
Beyond courage, Maserati gives two answers:
Adhere to technological innovation and stabilize the "root" of the brand.
Relying on these two cores, the "Maserati" classic will be fearless of cycle changes, crossing the long river of time and lasting.
01 2021 Performance reversed, MC20 opened a new era
Before unfolding Maserati's future strategy in detail, it is necessary to review its 2021.
"Last year was a pivotal moment in Maserati's history."
Maserati CEO David Grasso gave 2021 such a special definition. Because Maserati achieved a reversal in performance last year.
The global market share increased to 2.4%, of which North America and China accounted for 2.9% and 2.7% respectively;
Sales increased significantly, with a total of 24,269 units delivered to owners worldwide, a significant increase of 41% year-on-year;
Adjusted operating margin of 5.1% and net revenue of EUR 2,021 million.
Overall, Last year's Maserati performance basically returned to pre-epidemic levels. Particularly in China and the United States, maserati achieved market share growth of 0.8%, with sales up 60% and 50% year-on-year, respectively.
In the two largest markets, Maserati's recovery of form undoubtedly makes this financial report very convincing.
More than that, Chief Commercial Officer Bernard Loire then elaborated on the performance.
The Levante medium and large SUV is the best-selling, accounting for nearly 60% of total sales, of which 50% are hybrid versions;
The sports sedan Ghibli accounted for 33% of total sales, two-thirds of which were hybrid versions;
Mc20 sold more than 200 units last year, and orders have been scheduled for more than a year in the future;
6% of the models sold are delivered through FUORISERIE private customization.
This set of data reflects a trend: Maserati's sales growth is high-quality, first of all, flagship products such as Levante are quite popular in the market, and the Levante GT sharp hybrid model launched last year has quickly become the main sales force, making a good start for Maserati's electrification road.
Of course, the most worth mentioning is the MC20.
This new supercar helped Maserati break through upwards, regain a foothold in the ultra-luxury market of 2 million to 3 million yuan, really contribute to excess profits, and greatly refresh the brand image.
Of course, compared to many brands that only report good news and not bad news, Maserati's financial report is very pragmatic.
For example, David Grasso stressed that Maserati's bottom line is 15%, and the current performance is obviously still some distance from the target. However, achieving any long-term goals cannot be achieved overnight, and with this good start to 2021 and an ambitious electrification strategy, Maserati is now more confident than ever.
02 Behind the unwavering transformation strategy is an unreserved Maserati
In Maserati's "Folgore Electric Plan", the first step is to launch the GranTurismo, Grecale and GranCabrio pure electric models in 2023, and the second step is to launch the all-electric mc20 supercar, the new Quattroporte president sedan and the new Levante SUV;
By 2025, all models on sale at Maserati will have pure electric versions for consumers to choose from, while electrified models account for 50% of sales.
By 2030, all maserati models on sale will be 100% electrified (including hybrid).
Why did Maserati choose to take the lead in the transformation?
Or look for reasons from the brand personality.
Maserati is well known in China, but in fact, many Chinese consumers understand that Maserati is comparable to "blind man touching an elephant" and has never really entered the core of Maserati's brand.
Maserati started out in racing and is a high-performance brand that doesn't compromise. Let's start with a brief look at its glorious racing history.
In 1926, the first car built by the four Maserati brothers, the Tipo 26, was a racing car. Subsequently, until 1954, Maserati won many times in the Grand Prix (F1 predecessor), the Indian 500th race, and the F1 race, but after feeling that there was no challenge, it temporarily withdrew from the race.
The second return was in 2004, when Maserati took the MC12 to the World Supercar Championship. By 2009, MC12 had won 12 crowns. Maybe feeling too invincible, Maserati is not playing again.
From the above history, you can get a glimpse of Maserati's brand character: just do it, and do it all in, you have to do the best.
At the same time, the roots of Maserati's brand are also deeply rooted in the track.
So, why did Maserati dare to be the first to announce the transformation? Because this brand is inherently competitive.
03 Innovate and find roots, continue to create a "Maserati" style of personalized car
Taking the lead in the transformation does not mean that Maserati is not prepared.
In fact, Maserati's Strategy for Electrification Transformation is at two cores: innovation and root-finding.
Innovation is about improving product competitiveness.
Technological innovation requires two essential elements. One is the profound accumulation and precipitation of technology; the second is the brave brand spirit.
In this era of new electric vehicles, why is the MC20 an epoch-making model?
Because this sports car combines the technology of the Maserati internal combustion engine. The pre-ignition chamber technology exclusive to F1 cars was delegated by Maserati to the "Poseidon" engine on this car. With just 3.0L displacement and twin-turbo, it can burst into a maximum power of 630 horsepower and a peak torque of 730 Nm, which is a good idea to call it the strongest 3.0T in history.
At the same time, this means that in an era when there has been no major breakthrough in internal combustion engine technology for a long time, Maserati has added another stroke of color. Considering that the biggest difficulty in the civilianization of F1 racing technology is reliability, the "Poseidon" engine, regardless of industry significance and commercial value, is extremely interesting, and it is likely to be a "pen sealing" work in the era of internal combustion engines.
Through the MC20, we see a Maserati that urgently needs to regain the roots of the brand - the track gene. With its roots, Maserati can comfortably meet the challenges of electrification.
In order to lay the brand's track dna in the era of electrification, from 2023, Maserati will participate in the ABB FIA Formula E World Championship, becoming the first Italian car brand to participate in this event, while Maserati's first purely electrified sports car GranTurismo will use cutting-edge technology derived from Formula E racing.
"Performance is the soul of Maserati." David Grasso emphasized that performance is not only the powerful acceleration that any car brand can achieve through motor drive in the era of electrification, but also the passion, elegant driving sense that belongs to Maserati, and the "Maserati" style that will be inherited even on pure electric models, comparable to the surging sound of the Italian tenor.
To get this exclusive Maserati sound, Maserati's engineering team spent 18 months doing the job of a tuner.
In a sense, electrification has made cars lose their individuality. However, sensual ultra-luxury car buyers need exactly the car with personality, regardless of the times.
At a deeper level, buying a car is like making friends with a brand. No one wants to make friends with homogeneous robots, and the reason why Maserati's products have flesh and blood stems from the century-old brand's adherence to the "roots" of the track, and all technological innovations are to make the "roots" more stable.
04 Three potential advantages to seize the ultra-luxury electric market
Starting in 2022, Maserati's transformation will be faster and faster. Stepping into a new track, Maserati has three potential competitive advantages.
The first is the new Grecale SUV that will be unveiled on March 22, which will further improve the brand's product matrix.
Open up new segments for the Trident brand.
As the brand's new entry-level model, the price of the Grecale is bound to be further reduced compared to the Levante. In the past, Maserati belonged only to the affluent grassroots, and Grecale is expected to enter a large number of high-net-worth families, and Maserati's client base has expanded.
Building on the success of 2022, Maserati will launch a pure electric version of The Grecale in 2023, becoming the only segment in the market segment.
The second is the starting placeholder.
At present, the brand contempt chain of electric vehicles has not yet been fully solidified. While many new brands are grabbing the luxury car market, there are no new products in the ultra-luxury market yet. Starting in 2023, Maserati will launch a number of pure electric vehicles, which are expected to take the lead and occupy the consumer mind.
Finally, we insist on Italian design, development and manufacturing.
Made in Italy is known worldwide as synonymous with quality and luxury. Hand-sewn clothes in Pescara and handmade leather goods in Tuscany are the standard for many rich people, and many world-renowned luxury brands have been born.
Alongside them, the sports car city of Modena has given birth to a number of sports car brands including Maserati, Ferrari, Pagani and so on.
As the saying goes, oranges born in Huainan are oranges, and those born in Huaibei are oranges.
Maserati's ability to establish its status as an ultra-luxury brand is closely related to its long-term roots in Italy and the absorption of nutrients from local culture.
Behind the design, development and manufacture of every Maserati product, there is an Italian aesthetic concept and a spirit of craftsmanship. It is precisely these sensual things that are the essence of Maserati's sense of luxury and driving.
So even Maserati's electric cars will still have 100% Italian ancestry. Facing many rivals of global manufacturing, this will become another scarce advantage for Maserati.
epilogue:
There are not many car brands with personalities, and Maserati is one of them.
This quote from David Grasso eloquently illustrates Maserati's self-evaluation: "We want not to have a model that represents Maserati, but that Maserati represents a brand that anyone wants to drive." ”
There is no shortage of people in the world who love driving, and there is no shortage of brands that are willing to provide them with driving pleasure. However, the pleasure of driving, which is generally understood, is nothing more than power and handling, which are strongly related to machinery.
But Maserati is different. Like Earth's "ball flower" Monica Bellucci, Maserati is a brand that is sexier than anything else.
From now on, Maserati will take this sexiness in her bones and be the "super running queen" of the future electrification era.