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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.

Why Maserati won't share the Nettuno V6 with its siblings

Maserati spent a great deal of time and resources developing a twin-turbocharged, 3.0-liter V6 called Nettuno. It made its debut in 2020 in the MC20, and it will be available in the Grecale Trofeo in 2022, but Autoblog learned that the six won't travel outside of the trident family. "We want to keep the Nettuno engine as a signature for the brand. It was developed with the aim of being uniquely associated with the Maserati brand, so it was designed and engineered specifically for Maserati. It's technically feasible to apply it to other cars [in the Stellantis group], but we want to keep it proprietary. We have it in the MC20 and now in the Grecale; there will be other uses for it in the future, but always in Maserati cars," Federico De Medio, Maserati's head of vehicle validation, told Autoblog on the sidelines of the Grecale launch. While he stopped short of providing details about the other uses, De Medio hinted that Nettuno will gradually replace the Ferrari-derived V8 that Maserati has used for many years. He explained that the project's goal was to design a six-cylinder engine with V8-like power. Does that mean that a V8 with V10-like power is on its way? Nope, it sounds like the eight-cylinder's days are numbered in the Maserati line-up. Asked how long the V8 had left to live, De Medio replied that "it depends on the life of the product itself, so the response will be provided by the market and by regulations." And, how about a new V8 designed in-house? "Never say never, but for now we just launched Nettuno so let's enjoy the V6," he answered. What's certain is that the Levante and the Quattroporte won't need a V8 for much longer: they're going electric in the coming years. We know the Ghibli is on its way out, so that leaves the next-generation Gran Turismo as the only candidate for a V8. Nothing is official, but our crystal ball tells us it's more realistic to expect that the coupe will make its debut with a V6 than with a V8. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Fiat Chrysler's profit boosted by Ram and Jeep in North America

MILAN/DETROIT — Fiat Chrysler took the market by surprise by sticking to its full-year profit guidance on Wednesday after a strong performance from its Ram pickup truck in North America helped it defy an industry slowdown. Chief Executive Mike Manley, in FCA's first earnings release since a failed attempt to merge with France's Renault, also left the door open to that or other deals. "We are open to opportunity," Manley said on a call with analysts. "I have no doubt why there still would be interest in it," he added, when pressed on what it would take to revive talks with Renault. Manley declined to comment further. FCA last month abandoned its $35 billion merger offer for Renault, blaming French politics for scuttling what would have been a landmark deal to create the world's third-biggest automaker. Manley said a merger was not a must-have and Fiat Chrysler's business plan was strong. The company said it remained confident its adjusted earnings before interest and tax (EBIT) would top last year's 6.7 billion euros ($7.5 billion). Given disappointing forecasts from other automakers this earnings season, FCA's confirmation of the outlook sent Milan-listed shares in the Italian-American automaker, whose other brands include Jeep, up over 4%. A broad-based auto sales downturn has rattled the sector, forcing FCA's competitors — including Renault, Daimler and Aston Martin — to cut their sales forecasts after second-quarter results, while U.S. carmaker Ford gave a weaker-than-expected 2019 profit outlook. Japan's Nissan, a long-term partner of Renault, said it would cut 12,500 jobs by 2023 after its earnings collapsed. In the second quarter FCA's adjusted EBIT totaled 1.52 billion euros, versus analysts' expectations of 1.43 billion euros, according to a Reuters poll. FCA's U.S. shipments were down 12% in the second quarter but the group said that the successful performance of its Ram brand resulted in an enhanced share of the large pickup truck market of 27.9%, up 7 percentage points from last year. Adjusted EBIT margin in North America rose to 8.9% from 6.5% in the first quarter, thanks to strong demand for the heavy-duty Ram and the new Jeep Gladiator pickup. Chief Financial Officer Richard Palmer also said FCA expected to report up to 10% margins in the region in both the third and fourth quarters.