This plan has been discussed openly in the past few months and I cannot find a person who thinks its a smart idea. Obviously no executive wants a modern day version of Chrysler TC by Maserati. However it will be hard to avoid going down that same path. One of the elementary problems with the TC could arise again: the body will come from an existing Chrysler/Jeep offering. (The TC used effectively the same body as the LeBaron which sold for far less.) Its hard to radically deviate from the supplied Jeep underpinings with a totally different body style.

To stray too far away from the Jeep assembly erodes the economic feasibility of launching a "new" car. It almost has to use as many shared Jeep components as possible. Jaguar however tried the same with borrowing items from Ford parts bin, people knew it, and sales suffered.

So how will Maserati justify selling at a massive premium something that looks like a slightly more refined and sleep Jeep? The era of just tossing in a deluxe sound system, navigation system, faster engine and leather interior really doesn't cut it. Unless you make the body so distinctive - like the rest of the Maserati lineup - it will be quickly deemed a dressed up Jeep and sales targets will be impossible to meet.

Its a shame that after Ferrari poured so much of their talent and vision (and FIAT's money) in to reviving Maserati from the DeTomaso days that anyone would consider cheapening the brand with rebadged product. If they want to sell a more premium priced Jeep then use the Alfa Romeo name which is exotic in history yet has no existing US lineup to protect with image.

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