Glamour Sales, a Chinese luxury flash sales website, has teamed up with Italian luxury car maker Maserati to sell one of the company’s limited edition roadsters.
According to Tech In Asia, the limited-edition Maserati Gran Cabrio Fendi roadster is for sale online for RMB 3 million (US$486,000). The vehicle sale is a departure from Glamour Sales’ usual offerings of high-end clothing, watches, handbags, furnishings, and home decor.
With a deeply discounted price available only to Glamour Sales’ 4.1 million members, the company has already received 20 applications to buy the car after only one week.
Glamour Sales CEO Thibault Villet said of the sale, “The idea of selling a car online was always in the back of my head. We started five years ago in Japan selling five Peugeot cabriolets online. We sold four. The Maserati campaign was the perfect match for the luxury spirit of Glamour Sales.”
Fifty of the limited-edition Maserati roadsters were created for the 2012 Beijing Auto Show. Of those fifty, ten cars were reserved for China, and one was set aside for Glamour Sales.
The car will be awarded through a drawing, and the winning applicant will be awarded a RMB 200,000 (US$32,000) voucher and the chance to buy the vehicle at the discounted price, down from US$516,000.
Tech in Asia noted that,
“Unlike the well-heeled of Europe and the United States, Chinese with the financial means to buy luxury products are comfortable doing so via social apps – such as WeChat or Weibo – which they use every day, for both personal and increasingly professional correspondence and communications. Online and offline purchases are interconnected in this e-commerce ecosystem in a way they seem not to be the case in Western markets.”
“In China, no matter how expensive or exclusive the item, promotions are still a very important driver to generate sales. Buying high-end luxury goods on flash-sales platforms is therefore not only not particularly unusual, but is increasingly becoming mainstream. Convenience – both of access to goods, and in respect of the sales transaction – also plays an important role in China’s e-commerce culture.”
Image source: maserati