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Maserati's Super Bowl spot may have cost more than $700 per car [w/video]

It's no secret that Super Bowl ad time is very, very expensive, with a 30-second spot for this year's game costing around $4 million. For Maserati, which aired a 90-second spot showing off its new Ghibli sedan during this year's game, the price was considerably above $4 million, though.
Automotive News estimates that the spot cost Maserati the equivalent of over $700 for each of the 15,400 vehicles sold last year. That works out to nearly $11 million. It may have paid off, though, as search traffic for Maserati and the Ghibli in particular saw a significant spike following the airing of the stylish commercial, and the brand's total sales were already on target for record levels before the ad aired.
The Ghibli "deserved a wide audience platform such as the Super Bowl," according to Maserati's chief marketing officer, Saad Chehab. The sports sedan is Maserati's most affordable entry, with prices starting around $67,000, moving the brand further downmarket than it's ever ventured before.

Maserati rules out smaller Macan rival

These days every luxury automaker is going after the Porsche Cayenne with a crossover of its own. Among those coming up is the Maserati Levante, which will mark the Trident marque's first foray into high-riding territory. But don't expect it to follow up with a Macan rival as well. Speaking with Autocar, Maserati chief Harald Wester ruled out the possibility of a smaller crossover to join the Levante in the Modenese automaker's lineup, ostensibly because doing so would step on the toes of other brands under the Fiat Chrysler umbrella – particularly with Alfa Romeo set to launch a crossover of its own. "We are an extremely complex multi-brand group and to have every doing a little bit of everything is not the right way," Wester told the British magazine. "In this business, you should never say 'no' in a dogmatic way, but my personal opinion is that Maserati wouldn't want to go below the Levante in size." And Wester's opinion goes a long way in the halls in Turin and Auburn Hills: he's head of both the Maserati and Alfa Romeo brands, and is also the group's Chief Technology Officer. That's something that has never seemed to deter the Volkswagen Group, though, where Bentley is gearing up to take on its sister company's Cayenne with the upcoming Bentayga and is also said to be considering a Macan rival. And that's to say nothing of other SUVs occupying similar size and price positions from Volkswagen, Audi and potentially Lamborghini. Which only serves to underline the different approaches taken by Europe's two largest automakers. Look for the Levante to debut at the 2016 Detroit Auto Show.

Maserati confirms the Grecale SUV will get a high-performance version

Maserati will parachute its second SUV, the Grecale, into territory controlled by the Porsche Macan. It hasn't unveiled the model yet, but it has already confirmed a fire-breathing high-performance variant is in the pipeline. "We will have a Trofeo version of [the Grecale], we will have a Modena version of that. We will have a GT version," revealed William Peffer, the CEO of Maserati's North American division, in an interview with The Drive. While he stopped short of revealing specifications, Maserati saves the Trofeo name for its quickest and most powerful models. As of writing, all of its cars with the exception of the MC20 are available in Trofeo tune. They're powered by a twin-turbocharged, 3.8-liter V8 engine — even the smaller Ghibli — and they gain a number of chassis tweaks as well as several model-specific styling cues. We expect the Grecale will get a similar treatment. One ingredient of the traditional Trofeo recipe that the Grecale might not be cooked with is the V8. It's an older engine, and we're not sure that an eight-cylinder fits in the engine bay. Rumors claim the model will ride on an evolution of the Giorgio platform that Alfa Romeo's Stelvio and Giulia are built on, so the top engine might be a V6. Maserati is nearly done fine-tuning the Grecale. It will unveil the model in November 2021, and sales will start in time for the 2022 model year. Additional details about the firm's next SUV will emerge in the coming months. Related Video This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.