Automania, along with other pundits throughout the world were aghast at Maserati’s decision to produce an SUV, to be called the Maserati Levante.
For my money, a swoopy profile and three portholes on the flanks do not make this ugly car a Maserati.
However, defending the upcoming sports luxury SUV at its second ever appearance at the New York International Auto Show, Harald Wester head of Alfa Romeo and Maserati said a vehicle was defined by its capabilities and not its shape.
“It’s just another body type for a car,” he said. “And that means it should not be untrue (to the brand) as long as it drives, performs, smells and feels like a Maserati should. As long as it does all that, then it is a proper Maserati.”
Maserati Levante.
To me, this shows that Mr Wester does not under the ‘soul’ embodied in motor car marques. Saying that one of the models he is selling is “just another body type,” makes me think he should be selling washing machines and not cars with a history.
Wester said the Levante should not disappoint anyone with its capabilities because it would be a true Maserati through and through. “As long as we are able to follow our customers’ tastes, then we will be OK,” he said.
The outspoken Maserati boss was just as animated when asked – not for the first time – why his company has decided to build an SUV in the first place. “Why not!” Wester proclaimed. “It is 50 percent of the entire market here in the United States, so why wouldn’t we?”
He added that the move to SUVs would usher in a younger and far less male-dominated demographic than the audience attracted by the existing range of sports sedans (Ghibli, Quattroporte) and coupes (Gran Turismo and GranCabrio), thus helping to ensure the survival of the brand against arch rivals Porsche, Aston Martin, BMW, Mercedes-Benz and Audi.
“(In many countries) you will notice that it is women driving SUVs,” he said. “I have an idea why if you talk to (existing) SUV buyers … like towing capacity and high seating position.”
The Levante made its global debut at the Geneva motor show in early March this year, after a protracted gestation that can be traced back to the Kubang concept SUV of 2003.
Powered by a choice of three 3.0 liter V6 turbos (two petrols and a diesel) developed with sister company Ferrari, the all-wheel drive Levante is based on the Ghibli and Quattroporte rear-wheel drive architecture but is tuned to “deliver a typical Maserati rear-wheel drive experience, even in low grip road conditions”, transferring traction to the front wheels when required. It will have rivals such as the Porsche Cayenne and BMW X6 M.
Maserati are pinning their hopes on this Levante model watching the popularity of SUV’s grow throughout the developed world. But will the drivers go for this newcomer rather than the Cayenne and BMW X6? Personally, I cannot see it. The Cayenne, in particular, is an excellent motor car and the only way I can see Maserati stealing sales from Porsche is by undercutting on price. And will it be enough? Maserati needs more than portholes!
