Maserati SUV will be 'Made in Detroit'

Maserati Kubang GT Wagon Concept 2003
Maserati Kubang GT Wagon Concept 2003

Upcoming luxury SUV from Maserati will be built at Chrysler's Jefferson North plant in Detroit - Maserati will debut a concept version of the SUV at the Frankfurt motor show next month

Maserati will build its upcoming luxury SUV in Detroit.

According to a report by Bloomberg, Fiat Group has decided to build the Porsche Cayenne-challenging SUV at Chrysler's Jefferson North plant in Detroit, Michigan.

The report also says that Maserati will be introducing a concept version of the SUV at the Frankfurt motor show next month.

The objective here, of course, is to build a money-maker for Maserati - a model with low production costs and a premium price tag to make for healthy margins. The idea is similar to how the Porsche Cayenne accounts for about half of the brand's deliveries while sharing production costs with sister model the Volkswagen Touareg.

VW Group also does well with the Audi premium brand, which shares much of its DNA with VW brand cars. Audi accounts for 40 percent of VW Group revenues while only representing 20 percent of its sales.

It's not known whether the luxury SUV will feature a V8 power plant from Ferrari or a HEMI V8 from the Jeep Grand Cherokee SRT8.

The question remains, though: Will wealthy consumers expecting premium Italian craftsmanship go for a Detroit-made, Jeep-based Maserati SUV?

Maybe Maserati can hire Eminem to make a commercial for it.

[Editor's Note: Photos are of the Maserati Kubang GT Wagon Concept SUV from 2003.]

Source: Bloomberg

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Comments (25)

hunker7 hunker7
i really do like Maserati's , but this is quite ugly
Aug 23rd, 2011 5:20am
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alessandro alessandro
Good, Maserati, Keep your lunacy outside of Europe in future too.
Aug 22nd, 2011 11:23am
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benz_man benz_man
I'd be inclined to agree that this is mistake IF the current GC wasnt a stripped down Mercedes ML. In all actuality, the Maserati will be built on a Merceds-benz chassis, so it wont be very difficult to provide a "premium driving experience" since it has all the hardware inherently.
Aug 21st, 2011 1:20am
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Microice Microice
I think Fiat is overestimating the Maserati brand. It was ok for Porsche to make an SUV coz wannabe's would buy it just so they have a Porsche. I don't think Maser has the same mojo right now to attract a lot of customers to its SUV esp if it gets a price similar to Cayenne.
Aug 20th, 2011 9:36pm
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radmeister radmeister
I love this statement "Fiat Group has decided to build the Porsche Cayenne-challenging SUV at Chrysler's Jefferson North plant in Detroit, Michigan." You have to be kidding me, a Porsche Cayenne challenger out of Detroit....Just like the 300c is a Porsche Panamera challenger..
Aug 20th, 2011 9:11pm
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sensei sensei
This is actually a great idea as proven by Porsche. True Porschephiles don't even acknowledge the Cayenne because they know that the Cayenne only exists to make money for Porsche so that Porsche can make better cars for the Porschephiles. This will be the same with this "Maserati". Its not a real Maserati and the real Maserati people won't care because they know that FIAT is just whoring out the name to dumb suckers who want to lie to themselves that they are richer than they really are. Its manipulating people who have a need to associate. Pharisee fanboys who have fantasies on keeping a brand pure are the same guys who will never have a successful business of any kind, much less a car company. Manufacturers have to find something that sells in large numbers to fund what it really cares about. Without FIAT, there would be no Maserati or Ferrari. Business is business and being emotional about it leads to ruin.
Aug 20th, 2011 7:18am
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XtremeMotorCars XtremeMotorCars
If it sounds wrong and feels wrong, then it probably is!!! if Maserati was going to make a limted edition jeep, then I would get excited!!!
Aug 20th, 2011 7:16am
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memexe memexe
wait! that's the Jaguar SUV? no!? But...It looks like!
Aug 20th, 2011 4:14am
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tohui tohui
Porsche, AUDI and VW have allways been related, since they are German, they understand each other better than Fiat and Chrysler, two car companies completly different... i see that chrysler can learn a lot from fiat, specially in the diesel technologies, and small cars such as the 500, but i don't get what can learn Lancia or Maserati from Chrysler... it's just sounds wrong... Maserati is going to compete with the Cayenne, Range Rover Sport, Mercedes ML500 AMG, and BMW X5M, with... er... a Cherokee? with a push rod, zillion year old hemi? with no Double Clutch gear box, and a chasis derived from a truck? what the... it's just wrong...
Aug 19th, 2011 11:20pm
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August Horch August Horch
I'm not going to run out and buy a Jeep-based Maserati, but you need to get some of your facts straight. One of the few benefits M-B got out of the merger with Chrysler was that it was able to use a lot of Jeep's experience when they were creating the ML-class. Same thing with BMW and Land Rover. Maserati's got no experience in the SUV market, so obviously Fiat will use whatever resources are available to them, including the company that gave the world one of its first mass-market SUVs.
Aug 20th, 2011 1:06am
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DrPlacebo DrPlacebo
A little part of me, about the size of a fingernail, just died as I vomited while reading that title. I'm having flashbacks from hearing about the cayenne, but at least Porsche was able to return to prototype racing and make the carerra gt because of that.
Aug 19th, 2011 10:33pm
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progressive progressive
It's fo footballers wifes. Very, very ugly
Aug 19th, 2011 9:36pm
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SmamaBello SmamaBello
WAW... thats one UGLY SUV!
Aug 19th, 2011 8:53pm
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Aug 19th, 2011 8:44pm
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xLumino xLumino
bye bye Kubang... don't think that it's possible to create such a nice italian car on a Jeep-chassis
Aug 19th, 2011 8:41pm
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Shark Shark
A dressed up Jeep, what a joke!!
Aug 19th, 2011 8:34pm
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Maserati really needs a money-making car, that's why I say: earned money will be used to make new Gran Turismo, Quattroporte and MC 12
Aug 19th, 2011 8:06pm
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tohui tohui
Fiat is going on the cheap way... they just don't get it... Brazilian made Fiats, are Crap, Italian Made don't, doing a maserati in america is wrong, Remember the Chrysler TC? a lebaron-esque cabriolet, built by maserati, with clues of the bi-turbo? big flop... remember the Cadillac Allante?... north star V8, built by pininfarina? big big flop... they already gave us the lancia thema, wich is a big 300c in Poltrona frau leather upholstery, with the same ugly cheap exterior and thirsty underpowered diesel engines... we're going to end with a boxy, overpriced, cheap built, version of the cherokee srt8, does the marketing department at fiat, that most americans buy maserati because its heritage, an the fact, that the engine, interior, and design are related to ferrar?, can you imagine a charger Based Quattroporte? it's just wrong... did you see the Alfa TZ3 Stradale? it's a big fat Viper disguised as an Alfa Romeo... man, what the hell are those guys smoking?
Aug 19th, 2011 7:53pm
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ebarsy ebarsy
you're a fool, where something is built has nothing to do with its heritage, quality, or visual appeal.
Aug 20th, 2011 12:06am
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tohui tohui
Not o a fool dude... let's build the Corvette in Korea, or the Ferrari 458 in mexico, and let see if they loose customers... maybe in Korea or Mexico they have better quality, but for marketing purposes the idea it's wrong, and i'll tell you why, you can build cheap cars every where from any brand, but luxury cars, such as these, must be built in its country of origin, that's why Bentleys are still assambled at Crewe, and Rolls Royce are assambled at Goodwood, and both brands are owned by Germans, and even they share platforms and components with cheaper cars, the final assembly and the quality control is made in England...
Aug 20th, 2011 12:24am
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eddie eddie
I have a 08 Granturismo which is my daily driver and it has been a great car. I would by a Maserati where ever it is built.
Aug 19th, 2011 5:49pm
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automobile007 automobile007
I know it doesn't really matter where cars are made anymore, but this just seems wrong since Maserati is such a thoroughbred, Italian through-and-through brand. I don't understand how they build a high end, well-made Maserati next to run of the mill Chryslers & Dodge, which no matter what you say, aren't really that high quality
Aug 19th, 2011 5:24pm
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shaahinmt shaahinmt
I cant figure out which one is worse; Maserati making trucks or Maserati making vehicles in Detroit.
Aug 19th, 2011 5:08pm
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Siawa Siawa
Seeing Gran Turismo you'd think they'd come with some kick-ass design and we got this. Sad times.
Aug 19th, 2011 5:06pm
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