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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 Ghibli 334 Ultima First (and Final) Drive Review: Arrivederci V8

BORMIO, Italy – Maserati has sold more than 100,000 cars with a V8 engine. Its smallest V8s had 3.2 liters of displacement; its biggest were 4.9-liter units. Its first V8 powered the rare, short-lived V8RI race car released in 1935; its final V8s will be built in December 2023 for the Ghibli, Quattroporte and Levante. After that, the curtains come down. Officially, the Italian brand explains its new, 3.0-liter Nettuno V6 (a brilliant engine thatÂ’s twin-turbocharged to 621 horsepower and 538 pound-feet of torque in the MC20) leaves nothing to be desired in terms of performance. Privately, insiders also cite looming emissions regulations in key markets as a reason for finally hopping on the downsizing train. Will the V8 ever come back? “Never say never,” IÂ’m told, though a return isnÂ’t planned as of this writing. To hell with heritage; the cost of summoning a dark cloud of disapproval from regulators around the world outweighs whatever benefits Maserati would reap by saving the V8 in the name of tradition. ItÂ’s the end of the V8 era, then, and Maserati is commemorating it with two limited-edition models called Ghibli 334 Ultima and Levante V8 Ultima, respectively. The Quattroporte is available with a V8 as well, but a special-edition version of the big sedan isnÂ’t in the pipeline because Maserati wanted to focus on its better-selling models. In both cases, the Italian company has saved the best for last. The Ghibli 334 Ultima stands out with an edition-specific color called Persia Blu, 21-inch Orione wheels, Pirelli P-Zero tires made using a stickier compound, and several carbon fiber bits (such as the door mirror caps) that save about 55 pounds. The Rubino Red “334” logo painted on each fender denotes the new top speed: 334 kilometers per hour, which represents about 207 miles per hour and makes the 334 faster than the Trofeo itÂ’s based on by 5 mph — itÂ’s also the fastest sedan on the market. The previous title holder, BentleyÂ’s Continental Flying Spur, tops out at 333 kph, which also converts to about 207 mph, but Maserati is Italian and uses the metric system to measure its bragging rights. The sedanÂ’s 0-to-62-mph time drops from 4.3 to 3.9 seconds, but the engine remains the same: ItÂ’s the tried-and-true 3.8 rated at 572 horsepower and 538 pound-feet of torque. Inside, the 334 Ultima comes with two-tone Pale Terracotta and black upholstery that echoes some of MaseratiÂ’s classic models without going full-on retro.

2014 Maserati Ghibli prototype spied for the first time

Looking to better compete with mainstream luxury automakers, Maserati has already announced its plans for expanding its model lineup. Now, these spy shots give us our first look at a new, smaller sedan that resurrects the Maserati Ghibli nameplate. Seen for the first time as a prototype rather than a Quattroporte-based test-mule, this is the closest-to-production view of the upcoming Ghibli thus far.
Aside from its name, we don't know much about the 2014 Ghibli, but we do hear that this Maserati, like the upcoming Maserati Levante SUV, will have a direct lineage to a Chrysler product. While the Levante will be based on the Jeep Grand Cherokee, it sounds like the Ghibli could use the Chrysler 300 as its starting point. This means that the standard version of the car could get Chrysler's 3.6-liter Pentastar V6 - rumored to produce around 400 horsepower - paired with the latest eight-speed automatic transmission; sportier trim levels would almost certainly get a V8 from Ferrari rather than using the 300C's Hemi.
As for some of the details apparent in the spy photos, we can obviously see the size difference between these two cars when comparing previous spy shots of the newly released 2014 Quattroporte, which we drove last week. We also see that this car gets some performance-oriented, cross-drilled brake rotors, and based on the depth of the snow in which this car was caught testing, we also wouldn't rule out the use of all-wheel-drive on the Ghibli.