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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.

Next-generation Maserati Gran Turismo, Gran Cabrio confirmed

The Maserati Gran Turismo will return for a second generation after all. The Italian automaker confirmed the on-again, off-again grand tourer as it presented its financial results to investors.  The Gran Turismo coupe and its convertible offshoot, the Gran Cabrio, were both included in the five-year plan parent company Fiat-Chrysler Automobiles (FCA) presented in 2014. Their future began looking grim when they disappeared from the company's road map, according to Motor Authority. We know Maserati is busily working on another, more hardcore sports car inspired by the Alfieri concept, and odds are insiders worried releasing two similar models in the same price bracket would confuse buyers and torpedo both nameplates. The latest from Maserati's Modena, Italy, headquarters is that development of the next Gran Turismo is back on track. Additional details about the car remain under wraps, but Maserati's presentation noted every car it releases beginning in 2020 will be offered with a battery-electric powertrain. The current, 12-year old Gran Turismo (pictured) has been V8-only for its entire career, and we wouldn't be surprised to see the eight-cylinder return as an alternative powertrain for buyers who don't want an EV. Maserati has previously made it clear that it won't commit to an all-electric future. Maserati's product master plan pegs the next Gran Turismo's debut date at some point in 2021. Keep in mind the company isn't exactly known for timeliness. Even if we see the model during 2021, it's unlikely to appear in American showrooms until 2022 at the earliest. The Gran Cabrio will arrive the following year, so it will likely launch as a 2023 model. That means the current Gran Turismo and Gran Cabrio will likely remain in the firm's lineup for two or three additional years. The presentation reaffirms Maserati's commitment to finally becoming a full-line automaker. In 2020, it will give the Levante, the Ghibli, and the Quattroporte a mid-cycle refresh, and it will release the aforementioned production version of the Alfieri concept introduced way back in 2014. Then 2021 will bring a smaller SUV, and a convertible variant of the yet-unnamed Alfieri-inspired model. Finally, the Quattroporte and the Levante will be replaced in 2022 and 2023, respectively. Maserati will need to keep the Gran Turismo and the Alfieri in two distinctly separate segments.

Step inside the secret lab creating Maserati's future

MODENA, Italy – Driving Maserati's raucous GranTurismo MC and the effortlessly quick Levante SQ4 back to back feels like traveling through time. Horsepower doesn't go out of style, but a user interface quickly does, and the GranTurismo looks like it's from another era in that respect. Designers, engineers, and executives are busily orchestrating a transformation that will ensure the 105-year old firm's next leap forward is even more dramatic. Autoblog went behind the scenes in Maserati's Innovation Lab – which has never been opened to outsiders before – to find out how the looming metamorphosis will shape Fiat-Chrysler Automobiles' (FCA) flagship brand. Maserati is on the brink of a ground-up redesign that will take it into new segments of the market, and diversify its powertrain palette. We heard the term electrification used on many occasions during our visit, though company officials resorted to automotive omerta when we asked for additional details. An earlier product plan reveals every upcoming addition to its line-up will be available with an electric powertrain, and there will be quite a few cars to electrify. Historically a small, almost niche automaker, Maserati is on track to release five new models between 2020 and 2023, including a second SUV positioned below the aforementioned Levante, plus replacements for most of its current cars. Technology is playing a significant role in Maserati's renaissance. The company's four-year-old Innovation Lab is home to simulators capable of reproducing six months' worth of wear and tear in two weeks. Engineers can dial in a variety of situations, locations, and road conditions, ranging from a winding country road in France to a busy highway in southern California. They can digitally insert potholes, add rain or fog at the push of a button and remove either just as quickly, and put virtual prototypes on a long list of race tracks around the world, including the Nurburgring. Digital wind tunnels help the team test future cars well before they're built. This approach saves time and money, explained Luca Dusini, the man responsible for Maserati's vehicle dynamics testing and simulation. Making every dollar and each minute count is key to pulling off such an ambitious overhaul. 90% of development work is carried out on the various simulators, according to Dusini. This is significant, because Maserati is developing most of the technology it will pack into its future models from scratch.