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The SUV takeover of American roads has been nothing wanting exceptional.
In keeping with Experian’s 2025 Shopper Traits knowledge, 62.8 % of recent retail automobile registrations within the first quarter of the yr have been SUVs, far outpacing sedans at 18.4 %, pickups at 16.6 %, and vans at simply 2.2 %. As soon as thought of area of interest household haulers, crossovers, and SUVs have change into the default alternative for drivers who need consolation, functionality, and a commanding view of the street.
Nevertheless, it was not at all times that method. A number of the world’s most prestigious automakers resisted the SUV development for years, decided to guard their performance-focused or luxury-centric identities. For manufacturers constructed on racing pedigree, light-weight design, or elegant grand tourers, the concept of constructing a cumbersome, high-riding automobile felt virtually sacrilegious.
Finally, although, even the proudest holdouts gave in, and usually, these SUVs went on to change into their best-selling fashions. That pressure between heritage and market actuality reveals an enchanting chapter in trendy automotive historical past.
This isn’t meant to be an exhaustive listing of each model that resisted the SUV wave. Fairly, it highlights a number of the most fascinating examples, the businesses that hesitated the longest, fought the toughest, or tried probably the most inventive methods to justify going large.
Some readers could argue that manufacturers like Subaru or Mazda have been by no means “true holdouts,” whereas others may level out that Porsche and Lamborghini proved early on that SUVs might save an organization. All these views are truthful and a part of what makes this story value telling.
Porsche
Within the mid-Nineties, Porsche’s gross sales division realized that counting on the 911 and new Boxster alone wouldn’t safe the corporate’s future. Market analysis led by board member Hans Riedel confirmed that the sports activities automobile market had limits, and the corporate wanted a 3rd mannequin to maintain long-term progress.
5 automobile ideas have been explored, however solely two, a luxurious van and a high-performance SUV, have been severely thought of. U.S. analysis dominated out the van as a result of minivans have been seen as funds household vehicles, whereas massive SUVs have been thriving throughout all revenue ranges.
In 1997, Porsche partnered with Volkswagen to co-develop the Cayenne and Touareg below Venture Colorado. Porsche led growth whereas Volkswagen dealt with manufacturing, sharing some parts however maintaining their engines and chassis tuning separate.
To higher perceive the section, Klaus-Gerhard Wolpert, who headed the Cayenne challenge, instructed division managers to return their Porsche firm vehicles and drive SUVs such because the BMW X5, Ford Explorer, Jeep Grand Cherokee, and Mercedes M-Class. The train gave engineers firsthand perception into what prospects valued most.
When the Cayenne debuted on the 2002 Paris Motor Present, CEO Wendelin Wiedeking known as it “a day of historic significance.” Porsche anticipated to promote 25,000 items a yr, however averaged about 35,000 yearly in the course of the first technology. Some Porsche fanatics initially had reservations about an SUV carrying the crest, however its success proved simple. The Cayenne’s profitability has since supplied the monetary basis for continued innovation within the 911 and different sports activities vehicles that outline the model.
Lamborghini
Lamborghini constructed its repute on dramatic, high-performance supercars and largely stayed out of the SUV dialog for many years. The corporate’s solely earlier enterprise into that territory was the LM002, a daring off-roader from the late Nineteen Eighties that gained a cult following however by no means turned a core a part of the lineup.
It wasn’t till 2018 that Lamborghini returned to the section with the Urus, a mannequin designed to mix on a regular basis usability with supercar efficiency. The outcome exceeded expectations. The Urus rapidly turned Lamborghini’s best-selling automobile and remodeled the corporate’s backside line. What started as a cautious growth was probably the most profitable strategic strikes within the model’s historical past.
Ferrari
Ferrari resisted the SUV development longer than virtually some other luxurious automaker. In keeping with WhichCar, former CEO Sergio Marchionne as soon as dismissed the concept outright, famously saying, “You’d should shoot me first” earlier than Ferrari would construct an SUV. That stance mirrored the model’s deep dedication to racing heritage and exclusivity.
When Ferrari lastly launched the Purosangue in 2022, it prevented utilizing the SUV label solely, describing the mannequin as a substitute as a “four-door sports activities automobile.” The excellence was deliberate. Ferrari positioned the Purosangue as a efficiency automobile that occurs to take a seat larger, reasonably than as a household hauler or crossover.
To this point, the transfer has paid off. Demand for the Purosangue has been so robust that Ferrari quickly paused new orders shortly after launch. For an organization that after swore off the concept, it’s clear that Maranello’s first four-door mannequin didn’t dilute the model—it strengthened it.
Lotus
Lotus constructed its repute on light-weight sports activities vehicles and driving purity. It largely prevented SUVs till the latest shift to electrification.
In 2023, Lotus launched the Eletre, its first electrical SUV, as a part of a broader technique to safe funding and develop the model’s attain in a altering market.
The Eletre doesn’t simply characterize an entry right into a profitable section for Lotus; it’s a wager on survival in a market that more and more calls for utility, vary, and scale.
Maserati
Maserati spent a long time centered on elegant grand tourers and classy sedans. It wasn’t till 2016 that they entered the SUV area with the Levante.
Their method has emphasised that the Levante should really feel like a Maserati first, SUV second — preserving efficiency cues, inside supplies, and model character wherever doable (some extent usually pressured in Maserati’s advertising and marketing).
The Levante could have come later than rivals, however for Maserati, it turned a crucial stability between heritage and profitability.
Alfa Romeo
Alfa Romeo’s energy has lengthy been in driver-focused sedans and sports activities vehicles. The model didn’t introduce an SUV till 2017, with the Stelvio.
That delay was partly on account of monetary turbulence; Alfa wanted a bestselling mannequin to stabilize the enterprise. The Stelvio has since change into one in every of its core fashions, particularly within the U.S., the place demand for SUVs dominates.
By getting into the SUV area, Alfa aimed to outlive, to not abandon its type or efficiency pedigree.
Aston Martin
Aston Martin constructed its legend on grand tourers and cinematic glamour, supplying 007 with smooth machines that combined luxurious and hazard in equal measure. For many years, the corporate prevented the SUV craze, insisting that its focus would stay on efficiency and elegance.
That modified in 2020 with the debut of the DBX, Aston Martin’s first manufacturing SUV. The DBX arrived after years of monetary turbulence and rapidly turned the model’s best-selling mannequin, serving to to stabilize the corporate and fund future tasks.
For Aston Martin, constructing an SUV wasn’t a betrayal of custom however a way to protect it. In spite of everything, somebody has to pay for all these James Bond devices.
McLaren
McLaren stays one of many few high-performance manufacturers that also hasn’t joined the SUV development. The corporate has persistently mentioned {that a} tall, heavy automobile doesn’t align with its give attention to light-weight engineering and excessive efficiency.
That place could not final without end. Executives have hinted that McLaren might ultimately discover a extra sensible mannequin if it could possibly meet the model’s demanding requirements for dealing with and weight. For now, although, McLaren stands alone in holding the purist line, and the fanatics who nonetheless imagine in mid-engine perfection salute them for it.
Mazda
Mazda took its time getting into the SUV market, preferring for years to give attention to sporty sedans and nimble hatchbacks. When it lastly leaned in with fashions just like the CX-5, it did so with a transparent mission: to make SUVs that also felt like Mazdas.
That “Zoom-Zoom” spirit carried via, mixing responsive dealing with with family-friendly practicality. By refusing to chase tendencies and staying centered on driving enjoyment, Mazda proved that even on a regular basis SUVs can have soul.
Subaru
Earlier than crossovers have been cool, Subaru was already constructing the blueprint. The model’s early all-wheel-drive wagons, just like the Legacy and Outback, supplied SUV-like functionality lengthy earlier than “SUV” turned a advertising and marketing buzzword.
As client tastes advanced, Subaru’s lineup naturally shifted larger, evolving its wagon roots into trendy crossovers just like the Forester and Crosstrek. For Subaru, the SUV period wasn’t a leap — it was a continuation of what it had been doing all alongside.
Tesla
Tesla started by redefining the electrical sedan, proving that zero-emission vehicles may very well be quick and fascinating. For years, Elon Musk’s focus was on the Mannequin S and Mannequin 3, not on SUVs.
That modified with the Mannequin X in 2015 and the Mannequin Y in 2020, each of which turned key to Tesla’s explosive progress. At present, the Mannequin Y is likely one of the world’s best-selling autos, interval. Tesla didn’t simply comply with the SUV development; it electrified it.
Mini
Mini constructed its id round small, playful vehicles that made metropolis driving enjoyable. For many years, that formulation labored, and the concept of an SUV-sized Mini appeared unimaginable.
Then got here the Countryman in 2010, a crossover that gave the model extra space with out dropping its quirky persona. Some purists grumbled that it was “too large to be a Mini,” however consumers disagreed. The Countryman turned a key a part of Mini’s lineup, proving that even icons can develop up slightly — so long as they hold their allure.
Conclusion
The SUV gold rush proved too tempting for nearly each automaker to withstand, regardless of how a lot it appeared to contradict their id. Ultimately, many of the manufacturers that hesitated discovered their SUVs turned best-sellers, validating a enterprise case that after appeared unthinkable.
Only some area of interest producers like McLaren nonetheless maintain out, although even they really feel the market’s pull. The lesson is obvious: within the auto business, heritage and philosophy ultimately make peace with actuality, and typically, that peace comes on 4 pushed wheels.
