On December 19, Maserati officially unveiled a new showroom in Shanghai. The brand describes this opening as a critical milestone in deepening its local strategy and improving its retail network in China. In partnership with dealership group Yiouli, the Italian marque opened the doors to its new “Gallery Concept” showroom in Shanghai’s Putuo District.
Located at 627 Zhenguang Road, Putuo District, the showroom is situated near the Middle Ring Road (Zhonghuan) and emerging commercial hubs. The new facility abandons the traditional car dealership layout in favor of an art gallery aesthetic. It features minimalist modern lines, a focus on lighting and shadows, and an Italian “lifestyle” atmosphere, including a lounge serving espresso to foster client relationships.
The showroom displays key models including the MC20 supercar, GranTurismo, GranCabrio, and the Grecale SUV. A major focus of the new location is integrating the Bottega Fuoriserie customization program, a studio directly linked to Maserati’s Modena creative center. This allows clients to commission “one-of-one” vehicles with bespoke paints, leathers, and trims, mirroring the high-margin “tailor-made” strategies successfully employed by Ferrari and Porsche.
Julie Taieb-Doutriaux, General Manager of Maserati China, Southeast Asia, and Pacific, stated:
“The Chinese market remains an indispensable part of Maserati’s global strategy… As we approach Maserati’s 111th anniversary and the centenary of the Trident logo, we are proud to present this new showroom. In the current market environment, we are prioritizing the deepening of brand value and long-term customer trust.”
A second showroom with the same design standards, the Hangzhou Yiouli Maserati Center, is scheduled to open in mid-January 2026
Maserati Sales Down 91% in China
The glitz of the new showroom contrasts sharply with Maserati’s recent performance in China. The brand is currently in survival mode, facing what analysts describe as a catastrophic decline in market share.
From a peak of over 14,000 units in 2017 (driven by the Levante SUV boom), sales collapsed to approximately 1,228 units in 2024. The trend has worsened in 2025, with data from the China Passenger Car Association (CPCA) showing fewer than 400 registrations in the first five months of the year.
This 91% drop from its peak explains the strategic necessity of the new Shanghai location. With volume models like the Grecale reportedly seeing street prices slashed by up to 50%, and while the EV Grecale Folgore struggles against tech-heavy domestic rivals like NIO and Li Auto, Maserati can no longer compete as a volume luxury player.
Maserati’s New Direction for China
The partnership with Yiouli represents a consolidation of the dealer network. As smaller franchise partners exit due to lack of profitability, stronger groups like Yiouli are securing exclusive territories, like Shanghai and Hangzhou, to serve the remaining ultra-wealthy clientele.
By focusing on the Fuoriserie program, the dealer aims to bypass the mass “base model” market. While a standard Grecale faces fierce competition from Chinese NEVs, a fully customized, bespoke GranTurismo has no direct substitute, allowing the brand to preserve margins even as unit sales dwindle.
By the end of 2025, the Chinese market will be dominated by domestic high-end NEVs. Legacy internal combustion engine (ICE) luxury brands are facing an identity crisis.
Chinese EV brands win on tech (lidar, screens, autonomous driving). Maserati cannot compete there. Instead, this showroom doubles down on what Chinese brands still struggle to master: heritage and lifestyle. Additionally, 2024-2025 has seen many luxury dealers in China revolt or go bankrupt due to high inventory and low sales. The opening of a new store is a PR move designed to signal to the market: “We are not leaving, and our dealers are still investing.”
In China, young wealthy buyers (Gen Z) want unique configurations. Selling a base model Grecale is low margin and competitive. Selling a highly customized, one-of-one GranTurismo allows Maserati to charge a massive premium, insulating them slightly from the price wars ravaging the standard premium segment (BMW/Mercedes/Audi).
Our Take
Maserati is effectively admitting it cannot win the tech war in China. By transforming dealerships into ‘Art Galleries,’ they are trying to exit the race against BYD and Zeekr entirely, repositioning themselves as a boutique fashion house rather than a mass-market automaker. It is a risky, high-stakes situation.
