Would an Off-Road Style Levante Save Maserati?

Why It Matters

Maserati’s future hinges on product credibility—a successful halo car or unique SUV could rebuild brand equity, drive higher margins and revive demand, while continued styling missteps and discounting risk further decline. Getting the strategy right matters for profitability and preserving a storied luxury marque.

Summary

Commentators debate whether Maserati can be rescued by product strategy rather than sales tactics, proposing either an off-road, boxy Levante-style SUV or a true enthusiast-focused sports car with a mid‑engine layout and manual transmission. Critics argue current styling and model choices have diluted the brand, producing cars that appeal mainly to casual buyers and erode long-term desirability. The consensus: stop relying on cheap lease specials and either build a credible performance halo car to win back enthusiasts or a distinctive, well-executed SUV to attract high-margin buyers. Restoring coherent design language and tapping Maserati’s historic racing pedigree are seen as essential to any turnaround.