{"id":36864,"date":"2025-02-25T15:02:05","date_gmt":"2025-02-25T14:02:05","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=36864"},"modified":"2025-02-25T15:02:07","modified_gmt":"2025-02-25T14:02:07","slug":"maserati%cc%87-ci%cc%87nde-bi%cc%87r-i%cc%87talyan-markasinin-coskudan-gozyaslarina-donusen-hi%cc%87kayesi%cc%87","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/tr\/maserati\/maserati-en-chine-lhistoire-dune-marque-italienne-passee-de-leuphorie-aux-larmes\/","title":{"rendered":"Maserati \u00c7in'de: Bir \u0130talyan markas\u0131n\u0131n co\u015fkudan g\u00f6zya\u015flar\u0131na d\u00f6n\u00fc\u015fen \u00f6yk\u00fcs\u00fc"},"content":{"rendered":"
\"\"<\/figure>\n\n\n\n

Maserati<\/a>\u0130konik \u0130talyan l\u00fcks otomobil markas\u0131, Avrupa ve ABD'nin yan\u0131 s\u0131ra bir zamanlar ana oyun alan\u0131 olan \u00c7in pazar\u0131nda da zor zamanlar ya\u015f\u0131yor. Maserati'nin \u00c7in'deki hikayesi, markan\u0131n zirveye \u00e7\u0131kt\u0131\u011f\u0131 yerde, \u015fimdi muhte\u015fem bir d\u00fc\u015f\u00fc\u015f hikayesine d\u00f6n\u00fc\u015f\u00fcyor.<\/strong><\/p>\n\n\n\n

Co\u015fkulu bir lansman<\/h2>\n\n\n\n

Sadece 8 y\u0131l \u00f6nce, 2017 y\u0131l\u0131nda Maserati, 14.000'den fazla ara\u00e7 satarak \u00c7in pazar\u0131na giri\u015fini kutlad\u0131, <\/strong>Marka i\u00e7in t\u00fcm zamanlar\u0131n rekoru. O d\u00f6nemde \u00c7in, Maserati'nin d\u00fcnya \u00e7ap\u0131ndaki sat\u0131\u015flar\u0131n\u0131n yakla\u015f\u0131k 30TP3T'sini olu\u015fturuyordu. \u0130talyan markas\u0131n\u0131n cazibesi zirvedeydi ve prestij otomobillerine merakl\u0131 \u00c7inli t\u00fcketicilerin y\u00fckselen s\u0131n\u0131f\u0131 i\u00e7in l\u00fcks ve performans\u0131 temsil ediyordu.<\/p>\n\n\n\n

\"\"
Maserati 2017 Shenzen Motor Show'da<\/figcaption><\/figure>\n\n\n\n

Bu g\u00f6z kama\u015ft\u0131r\u0131c\u0131 ba\u015far\u0131n\u0131n anahtar\u0131 nedir? <\/strong>Bir\u00e7ok \u00c7in medyas\u0131na g\u00f6re, \u00f6zellikle wechat uygulamas\u0131 sayesinde \u00e7evrimi\u00e7i ticarette ya\u015fanan patlama, bir\u00e7ok \u00c7inli giri\u015fimcinin h\u0131zla servet sahibi olmas\u0131na yol a\u00e7t\u0131. Maserati'nin cazip fiyatlar\u0131, uygun fiyatl\u0131 l\u00fcks bir otomobil olarak konumland\u0131r\u0131lmas\u0131yla birle\u015fince, bu yeni giri\u015fimciler i\u00e7in tercih edilen bir se\u00e7enek haline geldi ve markan\u0131n neredeyse i\u015flem hacmi kadar h\u0131zl\u0131 sat\u0131lmas\u0131n\u0131 sa\u011flad\u0131. Ancak marka zirvede olsa da i\u015f modeli sallant\u0131dayd\u0131.<\/p>\n\n\n\n

Ger\u00e7e\u011fe h\u0131zl\u0131 bir d\u00f6n\u00fc\u015f<\/h2>\n\n\n\n

Bu co\u015fku k\u0131sa s\u00fcrd\u00fc. <\/strong>Lansman\u0131ndan bir y\u0131l sonra, 2018'de sat\u0131\u015flar zaten d\u00fc\u015f\u00fc\u015fte. \u00c7in'deki tarife ayarlamas\u0131 ve yerel markalar\u0131n artan rekabetinin ard\u0131ndan Maserati sat\u0131\u015flar\u0131 d\u00fc\u015fmeye ba\u015flad\u0131. Ertesi y\u0131l, marka \u00c7in'de sadece 6.240 ara\u00e7 satmay\u0131 ba\u015fard\u0131, bu da 42 %'lik bir d\u00fc\u015f\u00fc\u015f anlam\u0131na geliyordu. Trend, 2021'de hafif bir toparlanmaya ra\u011fmen, sonraki y\u0131llarda sat\u0131\u015flarda kademeli bir d\u00fc\u015f\u00fc\u015fle devam etti.<\/p>\n\n\n\n

\"\"
\u00c7in'de Maserati sat\u0131\u015flar\u0131. Kaynak Italpassion<\/figcaption><\/figure>\n\n\n\n

2024'e ili\u015fkin son rakamlar felaketin boyutlar\u0131n\u0131 g\u00f6zler \u00f6n\u00fcne seriyor. <\/strong>\u00d6rne\u011fin Maserati, Eyl\u00fcl 2024'te bir \u00f6nceki y\u0131l\u0131n ayn\u0131 ay\u0131na g\u00f6re 87 % d\u00fc\u015f\u00fc\u015fle sadece 38 adet satt\u0131. Ocak-Aral\u0131k 2024 d\u00f6neminde ise sat\u0131\u015flar 71 % d\u00fc\u015ferek sadece 1.228 ara\u00e7 sat\u0131ld\u0131. Buna kar\u015f\u0131l\u0131k Bentley, Rolls-Royce ve Ferrari (-33 %) gibi l\u00fcks rakiplerin hepsi d\u00fc\u015f\u00fc\u015f ya\u015fad\u0131, ancak Maserati en a\u011f\u0131r darbeyi alm\u0131\u015f gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\n\n\n\n

\"\"
\u00c7in'deki Maserati sat\u0131\u015flar\u0131n\u0131n toplam i\u00e7indeki pay\u0131. Kaynak Italpassion<\/figcaption><\/figure>\n\n\n\n

Bu krizin nedenleri<\/h2>\n\n\n\n

Bu d\u00fc\u015f\u00fc\u015f\u00fcn arkas\u0131ndaki ana fakt\u00f6rlerden biri \u00c7inli t\u00fcketicilerin de\u011fi\u015fen davran\u0131\u015flar\u0131. <\/strong>\u00c7in'de l\u00fcks art\u0131k sadece Avrupal\u0131 bir spor arabaya sahip olmak anlam\u0131na gelmiyor. \u00dcst s\u0131n\u0131f \u00c7inli markalar\u0131n y\u00fckseli\u015fi ve ak\u0131ll\u0131 elektrikli ara\u00e7lara ge\u00e7i\u015f, t\u00fcketicilerin geleneksel markalardan uzakla\u015fmas\u0131na neden oldu. Di\u011fer Avrupal\u0131 markalar gibi Maserati de \u00f6zellikle elektrifikasyon a\u00e7\u0131s\u0131ndan bu e\u011filime uyum sa\u011flamakta yava\u015f kald\u0131. Birka\u00e7 g\u00fcn \u00f6nce BYD CEO'su, \u00c7inli otomobil \u00fcreticilerinin oyunun 3 ila 5 y\u0131l ilerisinde oldu\u011funu s\u00f6yledi.<\/p>\n\n\n\n

Yeni Maserati Grecale Folgore, <\/strong>2024 y\u0131l\u0131nda piyasaya s\u00fcr\u00fclen ara\u00e7, bu yava\u015f tepkinin \u00e7arp\u0131c\u0131 bir \u00f6rne\u011fiydi. Reklam\u0131 yap\u0131lan geli\u015fmi\u015f teknik \u00f6zelliklerine ra\u011fmen, otomobilin kabul\u00fc hayal k\u0131r\u0131kl\u0131\u011f\u0131 yaratt\u0131, Bir\u00e7ok \u00c7inli internet kullan\u0131c\u0131s\u0131 bu arac\u0131 yerel elektrikli ara\u00e7larla k\u0131yasl\u0131yor.<\/strong><\/p>\n\n\n\n

<\/use><\/svg>\n

Orta konsol, birka\u00e7 y\u0131l \u00f6ncesine ait \u00c7in yap\u0131m\u0131 bir otomobil izlenimi veriyor. Kaynak referans jfdaily<\/em><\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Dahas\u0131, fiyat\u0131 500.800 yuana (yakla\u015f\u0131k 66.000 avro) d\u00fc\u015fen Grecale'de oldu\u011fu gibi b\u00fcy\u00fck fiyat indirimleri, Maserati'nin l\u00fcks bir marka olarak imaj\u0131n\u0131 korumakta ya\u015fad\u0131\u011f\u0131 zorluklar\u0131n alt\u0131n\u0131 \u00e7iziyor. <\/strong>Bu fiyat d\u00fc\u015f\u00fcrme stratejisi t\u00fcketicileri \u00e7ekmek i\u00e7in gerekli hale geldi, ancak ayn\u0131 zamanda markan\u0131n imaj\u0131n\u0131n zedelenmesine de katk\u0131da bulundu.<\/p>\n\n\n\n

Levante ve Grecale gibi modellerde b\u00fcy\u00fck indirimler ola\u011fan hale geldi ve otomobilin tercih edilen bir ara\u00e7 olarak \u00f6neminin alt\u0131n\u0131 \u00e7izdi. sat\u0131c\u0131lar\u0131n hisse senetlerini satma konusundaki \u00e7aresizli\u011fi.<\/strong> Ancak, bu indirimli fiyatlar bile sat\u0131\u015flar\u0131 canland\u0131ramad\u0131 ve marka i\u00e7in \u00f6nemli bir mali kayba yol a\u00e7t\u0131. \u015eirketin sadece 2024 y\u0131l\u0131n\u0131n ilk yar\u0131s\u0131nda 82 milyon avroluk bir zarar<\/a>.<\/p>\n\n\n\n

\u00c7in i\u00e7in yeni bir toparlanma giri\u015fimi<\/h2>\n\n\n\n

Bu fiyaskoyla kar\u015f\u0131 kar\u015f\u0131ya kalan Stellantis, markan\u0131n y\u00f6netiminde de\u011fi\u015fiklikler oldu\u011funu duyurdu. Eyl\u00fcl 2024'te Yu Hanbang, Maserati \u00c7in'in Genel M\u00fcd\u00fcr\u00fc olarak atand\u0131,<\/strong> Bu \u00f6nemli pazardaki operasyonlar\u0131 tersine \u00e7evirmeyi ama\u00e7layan bir atama. Bu ki\u015finin MG ve Genesis'te bir ge\u00e7mi\u015fi olsa da, bu liderlik de\u011fi\u015fikli\u011finin t\u00fcketici g\u00fcvenini yeniden tesis etmek ve Maserati'yi \u00c7in'deki haritaya geri koymak i\u00e7in yeterli olup olmayaca\u011f\u0131n\u0131 g\u00f6rece\u011fiz.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Stellantis ise, biriken zararlara ra\u011fmen Maserati'yi satmama kararl\u0131l\u0131\u011f\u0131n\u0131 bir kez daha teyit etti. Marka, Stellantis portf\u00f6y\u00fcndeki de\u011ferli bir varl\u0131k olmaya devam ediyor ve di\u011fer 14 markas\u0131 aras\u0131ndaki tek l\u00fcks marka.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":36873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[27],"tags":[],"class_list":["post-36864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maserati","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"yoast_head":"\nMaserati en Chine : l'histoire d'une marque italienne pass\u00e9e de l'euphorie aux larmes - ItalPassion<\/title>\n<meta name=\"description\" content=\"Maserati, embl\u00e9matique marque de voitures de luxe italienne, connait des ann\u00e9es difficiles en Europe, aux US, mais aussi sur le march\u00e9 chinois, jadis son\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.italpassion.fr\/tr\/maserati\/maserati\u0307-ci\u0307nde-bi\u0307r-i\u0307talyan-markasinin-coskudan-gozyaslarina-donusen-hi\u0307kayesi\u0307\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maserati en Chine : l'histoire d'une marque italienne pass\u00e9e de l'euphorie aux larmes - 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J'apporte un regard critique et technique aux actualit\u00e9s des marques italiennes quand cela est possible. Propri\u00e9taire d'une Maserati GranTurismo, Alfa Romeo MiTo, Lancia Fulvia et Ducati 695. 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