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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.

2019 Maserati Ghibli GranLusso S Quick Spin Review | A mixed designer bag

It's been a minute since we've driven the Maserati Ghibli (our first drive was way back in 2013), the twin-turbocharged, V6-powered smaller sedan from the legendary Italian outfit. In the last couple years, rumors have swirled that the Ghibli would donate its platform to the Dodge Charger and its Challenger and 300 siblings. So, in a sense, our time in Southern California in the 2019 Maserati Ghibli GranLusso S was both a preview of FCA's shared rear-drive sedan future as well as a check-in about how the Ghibli is maturing in general. Not that the Ghibli hasn't evolved in the six years since it went on sale. For 2018, Maserati moved to an electrically-assisted steering rack, mostly to enable driver assistance systems with steering intervention. The V6's output has been bumped in the S, to 424 horsepower. The headlights and grille have been updated, too, to compliment the newer and more aggressive Levante. In Los Angeles, at least, the Ghibli doesn't stand out – the town is lousy with Ghiblis, Levantes, and Quattroportes. Good for Maserati, I suppose, but bad for exclusivity. Nor does the car pop in photos like it does in person. My tester was a metallic, creamy white, which is flat and dull in photos or from far away. That's a shame, because this car has phenomenal contouring. From behind the wheel, the driver's side fender porpoises above the shapely hood. Walking along the side, the curvature of the rear fender where it meets the deep tumblehome of the C-pillar is delightful. Everybody stares at an exotic, but the owner of a Ghibli should feel special contemplating their sheetmetal. This sense of specialness dissolves inside. There are Maserati tridents everywhere, presumably to help you remember that you're looking at the expensive Italian sports sedan you just purchased rather than a riot of low-rent, Chrysler-derived bits. The steering wheel buttons feel cheap and wobbly, the too-shiny center console finish seems synthetic, the prominent lighting and engine start/stop controls to the left of the steering wheel are ensconsed in a dull plastic surround. Some of the aesthetic choices – subjective, yes – are confounding. Take the textile inserts on the seats and door cards. I love the fact that interior designers are playing with textiles, which can be used to great effect. And the pitch here is compelling: an apparently famous Italian designer (Ermenegildo Zegna) used a fancy fabric (mulberry silk) with special weaves and textures.

Maserati and Zegna to roll out limited-edition Quattroporte in Frankfurt

Back in April, Maserati announced a new partnership with men's clothier Ermenegildo Zegna. We wondered at the time how a Maserati could possibly get any more stereotypically Italian stylish, but now the Modenese automaker is presenting the answer in this fresh take on the new Quattroporte.
When the doors open at the Frankfurt Motor Show next week, Maserati will unveil the Quattroporte Ermenegildo Zegna Limited Edition concept car. That's their name, not ours, and if you're wondering how a production vehicle could be turned at once into both a concept and a limited edition, well... we don't know, either. Maserati says that it previews a production version to follow next year.
So, confusing nomenclature aside, what are we looking at here? For starters, there's a special platinum-color paint finish with tiny aluminum flecks and a gloss-black primer to give it that extra-deep luster. And the interior has been upholstered in "moka" and "greige," with leather seats, door panels and headliner and other surfaces finished in Zegna's own textiles.