What's the difference?
The world is full of shock brand announcements.
Remember the time Coke suddenly changed its cola recipe? Or when Apple decided to take on Nokia with iPhone? Nobody saw those coming.
We all know how the latter turned out and even the former eventually became a marketing masterstroke.
Now here's another super-surprise – a German electric luxury SUV that’s actually comparatively inexpensive. And not stingily equipped. Yep, we’re talking about the iX1.
Based on the really rather impressive third-generation X1, it decisively undercuts similarly-specified rivals from Mercedes-Benz (EQA, EQB) and Genesis (GV60).
But is the Bavarian EV SUV worth paying that little bit extra for against (only very slightly) cheaper alternatives like the Hyundai Ioniq 5, Kia EV6, Tesla Model Y, Polestar 2 and Volvo XC40 Recharge?
Let’s see.
Driving a whopping great SUV down the straight on a race track at more than 200km/h sounds like fun, but it actually feels a bit wrong, like entering a baby elephant in a dog show.
These are strange times, of course, and the Maserati Trofeo Levante is a suitably strange vehicle - stylish, classy, expensively appointed family hauler that also has the heart and soul of a race car.
Indeed, while performance SUVs are an increasingly commonplace vehicle, the Levante - which was actually getting along in the tooth as a model before this significant upgrade - has higher performance credibility than most.
That's because it has a big Ferrari V8 driving all four of its wheels and delivering a properly supercar-like 433kW and 730Nm.
It's not what you might call a typical Maserati buyer's car, but then only those who know what the Trofeo badge stands for - shouty insanity, basically - will be interested in this end of town. It is a lot of car, but is it worth the large load of money on the sticker ($330,000)?
BMW is a true EV pioneer, as the 2014 i3 and subsequent models prove. There’s never been one that we didn’t like. The only problem was that all were expensive. And at times, prohibitively so.
Astoundingly, the iX1 breaks that cycle, comparatively speaking, while impressing us with its design, quality, packaging, dynamics and equipment levels.
As it stands, the xDrive30 is one of the most convincing and best-value medium-sized luxury SUV EVs on the market right now.
Who’d have thought it from a BMW?
Maseratis are built for a fairly specific niche buyer; someone with a lot of money, someone slightly older and certainly someone who likes the finer things in life and appreciates Italian style, quality and heritage.
They are not, typically, the kind of buyers who want to tear around race tracks like fiends in big, shouty SUVs. But apparently there is a niche within the niche of Maserati fans who do, and they are willing to invest big dollars in vehicles wearing the Trofeo badge, like this Levante.
It might seem a slightly strange creation, a track-mad SUV with a screaming Ferrari engine, but surprisingly, it really does work.