Not even a new special-edition model...

Today’s automotive market is based on clearly defined rules that are known to have worked for decades (for the most part at least), but some carmakers take the unbeaten path from time to time. For instance, a few companies, usually from the luxury market, opt to unveil their new cars at private event or happenings that take place between major auto shows. That’s simply because they don’t really need an auto show to advertise their cars. This is the kind of attitude that brand’s like Lamborghini, Ferrari, and Rolls-Royce have, and it’s perfectly understandable. But it doesn’t always happen like that and that’s when the automotive business become weird and confusing. And the latest example is Maserati’s decision to bring its entire lineup to the Chicago Auto Show.

Maserati's Chicago Booth Is as Boring as it Gets
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There's nothing wrong with doing that, but the issue is that Maserati has nothing to show for at this point

The Italian manufacturer has five vehicles on display in the "Windy City," including a Ghibli S4 Q4, Quattroporte S Q4, Quattroporte GTS, two Levante S, and a GranTurismo MC, whih covers its entire offering as of 2018. There’s nothing wrong with doing that, but the issue is that Maserati has nothing to show for at this point. Sure, the Ghibli, Quattroporte, and GranTurismo gained small updates for 2018, but the new features are barely noticeable. So why is Maserati attending a small event that likely doesn’t help with marketing in the absence of a brand-new or special-edition model? I don’t have an answer to this question, but it’s a strange attitude coming from a carmaker that usually only goes to big auto shows and self-made fancy events.

Granted, some people will probably be happy to see some Maseratis on the show’s floor, but I still don’t see how the company’s presence here is good for business. Stranger things have happened though...

References

2018 Maserati GranTurismo Exterior High Resolution
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Read our full review on the 2018 Maserati Granturismo.

2016 Maserati Levante
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Read our full review on the 2018 Maserati Levante.

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Read more Chicago Auto Show news.

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