最近几个月，玛莎拉蒂的纯电SUVGrecaleFolgore(图片|配置|询价)在不少地方开始大幅降价，官方标价接近90万，现在裸车价格只要35万多，经销商提到选配完落地大约40万，电池用的是宁德时代的，官方标注续航533公里，实际能跑400公里左右，这车原本计划2025年上市，门店也是新开的，库存剩下七八十台，卖得挺快，一个月能卖出三十多辆，大家都知道这是在清库存，卖完就不会再补货了。

销量下滑得太厉害，逼得玛莎拉蒂不得不调整策略，2017年这个品牌在中国卖出一万四千多辆车，那时候女车主占了四成，场面相当风光，但到了2024年，全年只卖出一千二百辆，跌幅超过九成，公司自己也承认亏损，CEO唐唯实公开提到经营困难，几次传出要被出售的消息，最终都没谈成，今年前五个月累计才卖了三百八十多辆，压力实在太大，原本想对标保时捷MacanEV，结果价格却落到了小米YU7和蔚来ES6的区间，定位完全乱了。

技术上也没能撑住场面，这辆车作为玛莎拉蒂第一款纯电车型，设计上带点科技感，但性能数据和卖到三十五万的国产电动车比起来，确实没有太多亮点，过去靠发动机声浪和手工内饰支撑的高端形象，在电动化进程上慢了一步，产品跟不上节奏，消费者对所谓意大利豪华的印象越来越淡，买这车的人，更多是冲着价格便宜去的。

更让人惊讶的是，竟然有人用“玛莎”这个名头来卖那种老年代步车，广东的冯先生在拍卖网站上花了两万块买了一辆号称“玛莎款”的低速电动车，车标做得像玛莎拉蒂，还标注是2025年新款，实际上这辆车根本不是正规厂家生产的，续航只有150公里，上不了牌照也买不了保险，虽然拍卖页面上写的是“玛莎款”，不是“玛莎拉蒂”，但放出来的图片很容易让人误会，平台一开始还想扣住钱不给他退，后来因为网上大家议论纷纷，他们才把这类商品全部下架，并且退还了保证金。

律师指出这种行为实际上违反了法律，使用与注册商标相似的标识容易让消费者产生混淆，这既触犯商标法也涉及反不正当竞争法，平台和商家不能以打擦边球作为借口，必须向用户清楚说明真实情况，这种问题如果扩大影响，就不再只是个别买家利益受损，而是逐渐侵蚀整个市场的信任基础。

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玛莎拉蒂自己降价求生,山寨车借名字骗钱,正牌豪车放下身段求活路,说明这个品牌已经撑不住了,那些仿造玛莎的老年代步车,就是看准品牌虚弱的时候来占便宜,把这两件事放在一起看很讽刺,一个百年汽车品牌为了生存连面子都不要了,另一个根本不是汽车的东西却敢挂着名牌蹭热度,消费者最后花钱买的不是车,是被欺骗的信任。

光靠品牌名气不管用，技术跟不上节奏，口碑就会垮掉，再响亮的招牌也撑不住，玛莎拉蒂以前依赖声浪和手工感吸引人，现在进入电动时代，拿不出实在的东西，价格降得再低也留不住客户，那些卖“玛莎款”的商家，纯粹是在钻空子，反正消费者不去查证，他们就挂着牌子卖，但消费者早晚会醒悟过来，等大家都清醒了，这些泡沫自然就破掉了。