The day has long passed when an automaker could exist in a silo, churning out one segment of vehicle and reeling in profits. Consumers demand more of each brand than ever before; they don’t just want a sports car; they want a sedan; and an electric vehicle; and an SUV.
One by one, performance manufacturers have bent to the wills of their constituents. Porsche has its Cayenne, Macan and Panamera; Aston Martin its Rapide Bentley its Bentayga; BMW its… everything. Even those that have resisted will soon change. If you believe McLaren will only make two door sports cars forever, take a look at Lamborghini’s product roadmap.
It comes as no surprise, then, that Maserati now builds an SUV. The Levante is attractive, powerful, and luxurious to be sure, but so are its numerous rivals. To be successful, the Levante mustn’t just meet performance SUV standards; it must dictate them.