GOT IT! If you download Autodesks Connection Extension you can import SAT files and render NURBS directly. Smooth as a baby's ...

Nice tip and rendering. Its probably still performing tessellation though, you can check the quality by placing some white(no diffuse shading, just a constant colour) rectangular strips above the car - then zoom right in - especially where you have high curvature rounding.

I find that FBX works fine with Max (although you need the latest version). Best results seem to be using N-Gons.

I put a car paint shader on for this rendering just because I never used it before. Later I tried the Arch n Design materials and all the reflections got goofy. Also, when you import the scale gets goofed up. So it's by no means a hassle free process, but it's nice to see that the Max team is starting to consider solid formats more.