Automakers say they are hearing this message from some important (well-heeled) shoppers: Give us the SUV's high seating position with such a nice view and handy cargo space and the foul-weather and bad-road capability that comes with all-wheel drive and ample ground clearance.
But change the look, either to the mainstream appeal of a tailored sedan or the excitement of a sports coupe.
Replies so far include Toyota's Venza in the mainstream category and BMW's X6 in the coupe genre.
Come December, Honda's Acura luxury brand joins the fray with the 2010 ZDX.
2009 Frankfurt Auto Show Photo Gallery
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The 2009 Frankfurt Motor Show gallery is sponsored by Lexus.