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Wednesday, March 2, 2016

Maserati Enters Crossover Market

With the Levante, Maserati has created its first SUV.  I believe the 102 year-old company considered a similar endeavor as early as the late 1920s ( several decades before the genre took off) but abandoned the idea.

I'm not sure what to make of this decision. Maserati's brand is a unique one and to enter such a market pits them against companies much more entrenched like Lexus, BMW and specifically Porsche.

I suppose Italy has to start somewhere. Maybe they see changing demand for such cars but will Italians go for it? Will North Americans consider the Maserati option instead of their sedans?

More to the point, the Levante - fitted with a 350hp V6 - sports the similar design of competitors and hardly differentiates itself despite its legendary roots:

"...The new Maserati SUV is based on the Quattroporte and Ghibli architecture, further evolved and refined to meet the expectations of this market segment, in which Maserati will compete for the first time."

I think where it it really displays an Italian edge is with the interior:

"...The interior has been created with the finest materials, most exquisite to the touch, from optional premium leather to Ermenegildo Zegna silk, made in Trivero by the Zegna wool mill with a patented process."

The SUV retails for about $76 000 USD.

Quotes from Autoblog.
Image from RoadandTrack.

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