de Tomaso Rises Again

DeTomaso is a name that at one time was spoken in the same hushed and respectful tones as Maserati and Ferrari.  Founded by Alejandro de Tomaso in 1959, de Tomaso Automobili SpA built racers, sports cars and grand touring cars rivaling the best in the world.  The cars were rare and exclusive, which meant the company ran at a loss for most of its life.

Over the years, the company purchased the Ghia and Vignale design studios, the car makers Maserati and Innocenti, and the Benelli and Moto Guzzi motorcycle brands.  The company enjoyed good times, during which they built cars like the Mangusta, a breakthrough supercar of the late sixties that featured a split glass engine cover.

The company enjoyed successful times, during which they partnered with Ford to create the iconic Pantera, the America Ferrari that became famous in the crashed of Vince Neal and Tim Horton .  The company also had bad times, during which they created the Maserati Biturbo, and the atrocious Chrysler TC Maserati and the Dodge 024 de Tomaso.

Now the brand wants a second chance at life.  Taking a cue from Maserati, the company is looking to redefine itself with a new vehicle that was recently debuted at the Geneva Motor Show.  The new car is called the SLC concept, which I think stands for “Seriously Lacking Charisma.”

Basically, it is a fat sedan based on a crossover.  Teaming with styling house Pininfarina, de Tomaso has created a car that looks like an overfed BMW 5 series.  Inside, the car is swathed in hand stitched leather, and plastic from the Cadillac SRX parts bin.

Though it is technically a concept, the car will be produced.  It is expected to offer a 296 hp V-6, with the option of a 247 hp turbo-diesel 6 cylinder or a 524hp V-8.  At $115,000 a pop, they will be competing directly with Mercedes and BMW, which means they have a very tough job ahead.  In addition, there are talks for a two-seater sports coupe to become available in the future.

Sometimes I have to sit and wonder what car executives are thinking when they take chances like this.  Bringing back an icon is no easy task, just ask Maserati.  In order to compete in today’s market, de Tomaso needs to offer a car that is better than the competition in performance, styling, or quality.  It looks like they haven’t…but at least they are trying.

Photos courtesy of  de Tomaso Automobile SpA, Google Images

Article courtesy of Chris Raymond