APRIL 4TH 2016
MASERATI THE LATEST TO SUFFER FROM RECALLS
Chinese State-owned media has stated that around 21,000 Maserati’s are being recalled due to a defective design aspect that could increase chances of collision. The Italian luxury cars in question have issues with floor mats that could wedge the accelerator pedal down, meaning slowing the car becomes difficult to impossible.
China’s watchdog, the General Administration of Quality Supervision, Inspection and Quarantine, released the statement last week with Maserati, owned by Fiat Chrysler, immediately responding with the intention to replace all faulty mat/pedals.
The defect is present in the Quattroporte and Ghibli models made between 22 March 2013 and December 2015. The replacement of faulty components will be provided free of charge. An almost identical issue already occurred with units sold in the United States, with almost 28,000 cars recalled for the same fault.
The recall comes at a time when luxury brand car sales wane due to the challenges of China’s ‘new normal’, slower growth rates and a move toward a consumption-driven economic structure.
Maserati, however, has been quick to capitalize upon changing consumer trends in China. Last week the Italian giant paired up with Alibaba’s online shopping site Tmall, listing 100 SUVs for advance sale. The units sold out in less than twenty seconds. This is no mean feat with each car sold coming in at 999,800 RMB, or about 155,000 USD.
To continue to push ahead and gain as much market share under harsher economic conditions, e-commerce strategies pale in comparison to safety perception and the cost of recalls. The government has also cracked down on ostentatious displays of wealth due to a push to eliminate corruption.
Manufacturers and outlets must ensure quality control site at the apex of all concerns when attempting to edge out any segment of the local Chinese market.
Annex Asia Publishingpublishing@annexasia.com
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