Maserati’s Future Depends On The Levante

TopSpeed Maserati Levante rendering (Credit: TopSpeed)

It’s no secret that consumers love crossovers/SUVs like kids love candy. While they might not be the vehicle of choice for enthusiasts, the promise of greater utility when compared to a sedan or coupe, plus the additional interior space and high ride height are things that thrill people. That’s why the upcoming Maserati Levante might be the most important product the Italian company has ever made.

To be blunt, the thing that really killed Saab (besides poor GM management) was the fact that the 9-4X took way too long to come to market. By the time it did, the brand was all but dead. It’s no coincidence that crossovers are featured prominently in Saab’s comeback strategy.

The Levante is the first SUV from Maserati. Fiat Chrysler desperately needs the Italian brand to get bigger and more profitable now that Ferrari isn’t in the mix. This new sport utility vehicle is key to really getting things off the ground, because consumers for the most part just aren’t interested in yet another sedan, coupe or convertible from the Italians.

By the year 2018, Maserati is aiming for 70,000 vehicle sales. If the Levante isn’t a success, hitting that number will be all but impossible. The SUV will also provide fatter margins and much-needed extra funds to help build up Maserati to become a more prominent brand.

This is all backed up by an interview Giulio Pastore, Maserati’s brand manager, did with Autocar recently. He emphasized that considerable resources have been poured into the development of the Levante, instead of it just being a Jeep Grand Cherokee with a trident badge. According to Pastore, the SUV will provide a sporty quality on pavement, yet will deliver “credible off-road capability.” You can interpret that to mean whatever you like.

The Levante rides on the same platform as the Ghibli and Quattroporte, but it’s been modified for the SUV’s unique qualities. It will be powered by the same spectrum of V-6 and V-8 engines. Instead of a hardcore four-wheel-drive system, it will come with all-wheel drive. The reveal of the production version will happen in Mach at the Geneva Motor Show.