Chief executive of Maserati Harald Wester said that, “It's a natural direction to strengthen our product range." It was also mentioned that the company said that the Kubang concept creates discontinuity by entering a new segment and continuity by maintaining the integrity of Maserati's DNA.
Further, Maserati, part of the Fiat group that owns the number three US automaker Chrysler, will make the new car alongside Chrysler's Jeep Cherokee at its Detroit plant. But Wester insisted that it would be a fully Maserati-designed and equipped car with a Maserati engine built by Ferrari. Maserati sold 2,400 vehicles in the US market last year, with China its second market. It expects to export the Kubang from the United States, Wester said.