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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 orders triple on strength of Quattroporte demand in China

Considering Maserati sold all of 6,300 cars globally in 2012, its goal of selling 50,000 by 2015 seemed like a bit of a stretch to say the least, but it turns the Fiat-owned automaker was on to something. Reuters is reporting that Maserati has already received about 17,000 orders for cars this year, with help from the new 2014 Quattroporte and strong demand in China.
The US continues to be the top market for Maserati sales, but the report quotes Harald Wester, brand chief executive, as saying that China is now the top market for Quattroporte. As big of an improvement as this is it bears mentioning that the Ghibli isn't even on sale yet and the Levante SUV, a redesigned GranTurismo and a new 911-fighting coupe are still waiting in the pipeline.

Maserati to recall Quattroporte and Ghibli over shifter

On Thursday, documents on the National Highway Traffic Safety Administration's website revealed that Maserati is preparing to recall 13,092 2014 Quattroporte and Ghibli sedans because of a "counter-intuitive" gear shift lever. The shifter may lead drivers to believe the car is in park while it's actually in reverse, potentially causing the car to roll away. Fiat Chrysler Automobiles, Maserati's parent company, has recalled 1.1 million vehicles worldwide for this same issue. The affected vehicles span several model years and all share a ZF-designed eight-speed automatic transmission. The shifter design in these vehicles is similar to but not exactly like the one in the two Maseratis. Currently, 41 injuries have been attributed to this issue. There seems to be no indication of hardware failure for any of these incidents. In the United States, the 2012-14 Dodge Charger and Chrysler 300 and 2014-15 Jeep Grand Cherokee were named in this first recall. Actor Anton Yelchin's recent death, caused when he was crushed by his 2015 Jeep Grand Cherokee, may be related. As of the current model year, the Charger, 300, and Grand Cherokee have an updated shifter design. According to the documents, FCA is currently working on a software update that will remedy the issue. Because the solution must be tested and verified, the company doesn't expect it to be ready for another few months. Both recalls were brought about after a NHTSA investigation. In May, NHTSA suggested Maserati issue a recall and on June 1 the company agreed with the group's assessment, though Maserati did tell NHTSA that they have had no complaints of vehicles rolling away. We're currently waiting on comment from Maserati North America and will update the story when more information is available. Related Video: Recalls Maserati Luxury Sedan maserati ghibli