Interview with Maserati China Sales Director

It is understood that on November 26th, 2012, Ferrari Maserati Xi'an authorized dealer, Shaanxi Xinfeng Taijunmei Automobile Sales & Service Co., Ltd. officially opened its business in Xi'an.

Just on the opening day, Mr. Gao Mengxiong, Sales Director of Maserati in China, not only told us what was the biggest difference between Maserati and other brands, but also told us the great plan of Maserati in China...

Reporter: Maserati entered Xi'an. What is the significance of the strategic layout of the Northwest Market?

Gao Mengxiong: This is a big deal! Xi'an Junmei is the first store we have so far. From now on, we will spread around Xi'an as the center. Coverage may include Yulin, Yinchuan, Lanzhou, and even Urumqi. Therefore, our request to Xi’an is very high, and the support given is also very good! For example, we require an exhibition hall and a 3S shop. You know, except for Beijing and Shanghai, we rarely ask dealers to make such arrangements. From here we can also see our emphasis on the Xi'an market and the northwest market.

Reporter: Can I understand that the layout of this kind of exhibition hall and the 3S store coexist is actually to take care of the Yulin area in Shaanxi?

Gao Mengxiong: It cannot be said that it is specifically for Yulin. As I said earlier, Yinchuan, Lanzhou and even Urumqi will all be involved.

Reporter: With the establishment of Shaanxi Xinfeng Taijunmei Automobile Sales & Service Co., Ltd., what will Maserati follow in the Northwest Market?

Gao Mengxiong: By the end of next year, we will build stores in Yinchuan and Yulin to strive to radiate our stores to a wider area and provide more perfect services for our owners.

Reporter: How was Martha's sales in China in 2012? Which of the sales from the Northwest can account for?

Gao Mengxiong: So far we have sold more than 900 units, an increase of about 10% over last year. Because we had no distributors in the northwest region before, so the contribution of the northwest region is relatively low, but it also reached 20 units. It is precisely because of this that we see the potential of the northwest market, so we decided to build a store in Xi'an, but also to provide quality services to these 20 owners, or for them, the maintenance of vehicles will become a big problem.

Reporter: From the geographical point of view, China's landscape is completely different from the Apennine Peninsula. This also creates cultural differences between the two countries. How does Martha adapt to Chinese consumers?

Gao Mengxiong: In fact, you asked the manufacturers about the importance of the Chinese market, and whether they have tailored their products for Chinese consumers. In fact, we have already done. At present, China is the world's second largest market for Maserati. Second only to the United States, we cannot ignore it. Second, Chinese consumers pay more attention to long wheelbase and large space, and we also realize that In the next few years, we will place special emphasis on the length of the wheelbase and the size of the rear space. For example, the new president’s captain will be 16 centimeters long, and he will have a smaller size than the CEO. The executive-level luxury car, but more emphasis on sports performance than its peers, and by 2014, will be everyone's long-awaited SUV, Maserati Kubang luxury SUV. It should be noted that SUVs are specifically prepared for the Chinese and American markets, and there are not many markets for SUVs in Europe.

Reporter: You just mentioned that we will have three new cars on the market in the future.

Gao Mengxiong: We have made adjustments in terms of production capacity. Our old factory is definitely not able to complete all production capacity tasks. So next year we will build a new factory in Turin, Italy. All three cars I mentioned just now will be The new factory is finished manufacturing. By 2014, we plan to sell 10,000 Maserati in China, which also shows our confidence in production capacity.

Reporter: What is the biggest difference between Maserati and other brands?

Gao Mengxiong: This question is very good, because many people are not very clear about Maserati's brand positioning. From our factory's perspective, based on the history of Maserati for nearly 100 years, we have a clear understanding of our position, that is, sedan. Sports car, that is, GT. GT is the core value of Maserati. Since 1947, Maserati has introduced the concept of GT to the automotive industry for the first time. The GT originally referred to the Italian "GranTurismo" translated is a great trip. At that time, our concept was to cover the shell of a car on a racing car, to provide consumers with a coupe that was comfortable and had excellent performance, but did not expect to have a subdivided market from then on, and then Maserati’s All models are adhering to this concept - great travel.