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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.

330-horsepower Ghibli Hybrid is Maserati's first electrified model

Maserati kicked off its electrification campaign by releasing a hybrid version of the Ghibli, its entry-level model. The sedan gains a mild hybrid system, subtle visual tweaks, and many technology upgrades inside. Unveiled online, the brand's first production-bound electrified car features a gasoline-electric powertrain built around a turbocharged, 2.0-liter four-cylinder engine. It works jointly with a 48-volt belt-driven starter-generator and what the company calls an e-booster that's essentially an electric supercharger. The system's total output checks in at 330 horsepower at 5,750 rpm and 332 pound-feet of torque at 4,000 rpm, and it channels its power to the rear wheels via an eight-speed automatic transmission and a limited-slip differential. Maserati quotes a 5.7-second sprint from zero to 62 mph, and a 159-mph top speed. While fuel economy figures are still being finalized, preliminary estimates peg the Hybrid's fuel consumption at about 27.6 mpg in a combined cycle, a figure which — if accurate — makes it less efficient than the 31.3-mpg diesel model it will replace. Adopting 48-volt technology was the best way to electrify the Ghibli, according to the brand. "We thought about a plug-in option for the Ghibli, but when you put a lot of batteries — and a lot of other stuff — into the car, it adds weight and it's going to jeopardize the performance and the fun-to-drive quotient that is key for Maserati. I'm not saying this to diminish the good points of the plug-in hybrid technology, but it's not the best solution here," Francesco Tonon, Maserati's head of global product planning and marketing, told Autoblog. Tonon pointed out making the Ghibli a hybrid wasn't an excuse to make it dull; it still needed to drive and sound like a Maserati. It's 176 pounds lighter than the diesel-burning model, and it offers better weight distribution because there is a lighter engine under the hood and some of the hybrid components are installed in the back. As for the sound, Tonon proudly explained his team gave the Ghibli a unique exhaust note worthy of the storied trident emblem without resorting to an amplifier, by tweaking the system and adopting resonators. Subtle design changes set the Hybrid model apart from the non-electrified Ghibli.

Maserati Ghibli gets smashed on its way to Top Safety Pick rating [w/video]

The Insurance Institute for Highway Safety (IIHS) has crash-tested the 2014 Maserati Ghibli, and the Italian luxury sedan scored has well enough to earn the institute's Top Safety Pick rating. The model netted "Good" marks - the IIHS' highest rating - in moderate overlap front, side, roof strength and head restraints and seats tests.
The new Maserati is equipped seven airbags and features strategic use of hot-formed steel to optimize vehicle strength for safety and aluminum to lower weight for better driving performance. While it still pains us to see two new Maseratis smashed to smithereens (watch the videos below), we imagine the company's well-heeled prospective owners will feel better about their $65,600+ purchases knowing that they aced the tests.
Head on below to see crash test videos from both the IIHS and Europe's NCAP, as well as for Maserati's official release, which covers some of the safety engineering that has gone into its new entry-level sedan.