Maserati Kubang Concept coming at the 2012 Detroit Auto Show

Article by Christian Andrei, on December 20, 2011

Maserati’s Kubang SUV concept will make its North American debut this January at the 2012 North American International Auto Show. The Kubang was first seen at the Frankfurt auto show held in September. Maserati spokesman Jeffrey Ehoodin wouldn’t confirm if this concept SUV would be the Kubang. He also didn’t give the details of this vehicle’s production plans.

But then, Fiat and Chrysler CEO Sergio Marchionne pledged December that it will produce a vehicle similar to it in Detroit. This Maserati’s underbody would be the same as the Jeep Grand Cherokee and Dodge Durango SUVs produced at Jefferson North. The difference is that it will feature a unique sheet metal as well as a Ferrari engine.

Maserati, a unit of Fiat, has scheduled a press conference to be held in the Fiat-Chrysler stand. About 53.5% of Chrysler is owned by Fiat. The Kubang is one of around 40 new cars and trucks that will be unveiled at the Detroit auto show. There was no space reserved for Saab, which had filed for bankruptcy, at the Cobo Center. Joe Rohatynski, spokesman for the Detroit Auto Show, said that news of Saab’s bankruptcy won’t affect the show.

High-end sports and luxury cars are known for offering inspiring driving pleasure and luxury atmosphere – experiences that current SUV offerings seemingly fail to provide. Maserati, however, comes with a good proposition for the sport luxury SUV segment with the Maserati Kubang that it is unveiling at Frankfurt Auto Show. This new Maserati Kubang is set to become the predecessor of future Maserati vehicles.

It is bound to represent a natural direction for Maserati to expand its product range and while fortifying its presence in the sport luxury market. In the process, Kubang created a discontinuity by barging into a new segment, and at the same provided continuity by maintaining the integrity of the carmaker’s design DNA.

Maserati first unveiled the Kubang concept at the Detroit Auto Show in 2003 – signifying its intention to build a sport luxury SUV while a few brands were just heading into the same direction. Playing a great role as catalyst for Maserati's definition of a sport luxury SUV are potential synergies with sister brand Jeep.

Maserati didn’t have a hard time deciding on the name of its new sports luxury SUV – it has to be the same as the concept that paved the way to make things happen, the Maserati Kubang. Interestingly, the very essence as well as all major system components of the Kubang sport luxury SUV -- style, performance and handling as well as engine, suspensions and brakes – is unmistakably 100-percent Maserati.

This allows the brand to adhere to the brand's core values of sportiness, style, elegance, luxury, performance and craftsmanship. The unique and characteristic styling of the Kubang is courtesy of the Maserati Style Center led by Lorenzo Ramaciotti.

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