Super Bowl spot came with a price for Maserati, a big one!

Article by Christian A., on February 17, 2014

In order show its new product and boost its awareness, Maserati displayed a 90-second commercial during this year’s Super Bowl XLVIII. For those who don’t know, the Super Bowl spot was called ‘Strike’ and displayed the all-new Ghibli, which has a sticker price of $68,150, including freight, in the United States.

Apparently, the person who wanted to see a Super Bowl spot for the Italian brand was Saad Chehab, the former head of Chrysler brand who became chief marketing officer for Maserati back in November. He was the man who persuaded Fiat-Chrysler executives to spend few millions in order to promote the new Ghibli entry-level sedan in a big style.

If you don’t remember, Saad Chehab is a veteran of Super Bowl marketing home runs for Chrysler. In a recent interview with Automotive News, he told the reporters that the 2014 Maserati Ghibli deserved a wide audience platform, as big as the Super Bowl. The spot had a price of $4 million per 30 seconds, meaning that the 90-second spot cost Maserati more than $700 for each of the 15,400 vehicles it sold around the world in 2013.

Maserati’s all-new Ghibli signals a turning point in the carmaker’s history. The Ghibli was unveiled at the Shanghai Motor Show in 2013 and will be arriving just a few months after the new Maserati Quattroporte. For the very first time, Maserati now has two 4-door saloon models.

Compared to the flagship model, Quattroporte, the Ghibli is smaller, lighter, shorter, more dynamic, more economical, and less expensive. It provides a cornerstone in the company’s plans to produce 50,000 cars each year by 2015.

The Ghibli’s petrol range delivers high performance from its Twin Turbo-charged 3.0L V6 petrol engines’ power outputs. Moreover, the car has a sportier and more-focused philosophy than the Quattroporte, and the Ghibli S, which is its most powerful model, has 410 hp of power and can race to 62mph in just 5.0 seconds, and stretch out to a 177-mph top speed.

Furthermore, the Ghibli is the first Maserati ever to be powered by diesel engine. Its turbo-diesel V6 engine supplies all the sound, driving pleasure, and refinement expected from a Maserati, while also delivering over 47mpg fuel consumption on NEDC combined cycle. What’s more, the Ghibli diesel will be the first Maserati to sport a Start-Stop technology.

The Ghibli shares a significant portion of its core architecture with the Quattroporte, including its chassis, engines, crash safety, suspension architecture, and LED headlight technology. This, despite the Ghibli being 50 kg lighter and 291 mm shorter overall, and having a 173-mm shorter wheel base.

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