Maserati has rolled out a new video to drum up anticipation for the company's new SUV concept, the Kubang. The flick begins with images of the Italian automaker's illustrious racing past, complete with open-wheel fire-breathers sliding across cobblestone courses and a fleet of MC-12 racers blowing past exuberant fans. That's all well before the portly, computer-generated Kubang saunters onto the screen. We'll be clear here; we understand that occasionally, automakers need to bow to the tides of popular demand so that they can keep cranking out the vehicles we love the most. It works for Porsche. We get it, but this seems to be a bridge too far.

Maybe it's the fact that the Kubang has a name that sounds like it was lifted from the classic El Kabong cartoon series. Maybe it's the sight of the reaching Maserati grille supersized and splayed over the front of an SUV. Whatever it is, we're having a hard time getting behind the machine, but we sincerely hope that a drive of it changes our mind – it did with Porsche's Cayenne. Hit the jump to see the video for yourself.



I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 26 Comments
      MAX
      • 3 Years Ago
      This will take over Hollywood. Sorry Land Rover.
      Dwight Bynum Jr.
      • 3 Years Ago
      Only 55 seconds in and I already want to grab the pen that's sitting on my desk in front of me... and rupture both my eardrums. :-/
      Kyle
      • 3 Years Ago
      wow, that was an incredibly mediocre video. whoever put that together for them should be fired pretty quick. the concept is pretty mediocre too - looks like an infiniti fx-35 to me.
      Kyle Walker
      • 3 Years Ago
      dear maserati, fire your advertising agency. this is all
      • 3 Years Ago
      [blocked]
      Gorgenapper
      • 3 Years Ago
      Oh hai Mazda CX-5.
        IBx27
        • 3 Years Ago
        @Gorgenapper
        Not sure why you're getting downrated. The front end is a cut and paste CX-5 with a trident instead of a seagull.
      CarCrazy24
      • 3 Years Ago
      The mute button was necessary in this particular video
      Cody Wright
      • 3 Years Ago
      This car makes me incredibly sick to my stomach.
      Chuggowitz
      • 3 Years Ago
      How is any of its racing pedigree even moderately relevant in their current lineup? They produce a GT car, a 4-door saloon and now a high riding SUV. The last performance specific car they made was the MC-12, which was actually just an Enzo in an ugly frock. The Quattroporte has some sporting credentials and the GranTurismo can have optional sport upgrades, but they still aren't sports cars. So again I ask, how is its racing pedigree relevant in their current model lineup?
      AlfaForTheWin
      • 3 Years Ago
      I don't know what's the worst part of this: the idea of a Maserati SUV, the SUV, the ad, or the music in the ad. All that's clear is there are no positives. And the Maserati Gran Turismo is one of my favorites. IMHO, It's the most beautiful car in the world. I don't hate the Porsche Cayenne, because when I think of Porsche, I think of a combination of technicality, beauty, and Germanness. Porsche made a very technical SUV, that I think looks pretty good (at least in its second generation). German car companies had already made SUV's before. Germany makes me think of mountains and snow/skiing. Hence, to me, an SUV makes sense. When I think of Maserati, I think beauty, power, and Italianness. I think of small Italian towns with narrow streets . Italy does style and craziness, not technicality. The only Italian SUV I can think of is the ridiculous (and ridiculously awesome) Lamborghini LM002. It works because it is so ridiculous it makes you laugh, not because it is some stupid "refined" crossover. Maserati is one of the few untainted car companies in my mind, meaning they have stuck to the essence of what makes them who they are. Maserati is supposed to be a leader, not a follower. If Maserati makes this idiotic crossover, they won't be the fashionably late person everyone at the party wants to be around, they'll be the person who shows up after every else has had too much to drink. They'll try to catch up, fail, and end up awkwardly faking it just to fit in.
      SteveM
      • 3 Years Ago
      Kubang... isn't that the sound a Ford Pinto made when hit from the rear?
      Rob
      • 3 Years Ago
      awful name
    • Load More Comments
    Share This Photo X