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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 Levante SUV may be built in Italy after all

In July Fiat halted its investments in Italy, putting on hold plans for the Maserati Levante SUV to be built at the automaker's flagship factory in Turin. But Fiat CEO Sergio Marchionne, whose company owns Maserati, met with unions on Wednesday, and he may announce plans to move forward with production of the SUV at the Mirafiori factory if the CEO and the unions reach an agreement, Bloomberg reports.
Marchionne is reportedly about ready to build new cars at Fiat's largest and oldest factory, on the grounds that 5,300 workers accept extended temporary layoffs through most of next year in a slowing European auto market. If unions don't accept the deal, it's not clear whether Fiat would still consider building the Levante at Mirafiori or not.
The Levante, Maserati's first SUV, is based on the Jeep Grand Cherokee platform, and we reported two years ago that it would be built in Detroit next to its Jeep cousin. Obviously those plans have been altered considerably in the intervening period of time.

Maserati Shamal restomod is sketched out and could become reality

Remember the Maserati Shamal? Alright, maybe you don’t, but Maserati certainly hasnÂ’t forgotten. As this year's quasi-virtual SEMA show continues, Maserati has joined the fray by threatening to build a restomodded version of the Shamal. All we have to go on are some renderings posted to Instagram, but Maserati does a bit of explaining in its post. The company is calling this Project Rekall. If Maserati goes through with it, weÂ’d end up with a sci-fi Shamal full of modern technology conveniences and some epic, retro design. Maserati says it needs help to turn this idea into reality, and by that they mean people need to show some financial interest in such a thing. Since the Instagram post is on the Maserati Fuoriserie account, we'll assume this customization arm of the company would be doing the work. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. As a quick history lesson, the Shamal is an exceedingly rare Maserati that was sold in the early-to-mid 1990s. It was designed in part by Marcello Gandini, the famous Italian car designer who happens to have the Miura, Countach and so many other famous designs on his resume. Power came from a 3.2-liter twin-turbo V8, and it used a front-engine, rear-drive layout. These renderings depict a deeply changed Shamal. And while the boxiness and sharp edges remain, many elements of the car were revised. The changes are most obvious inside, where Maserati is showing a totally digital instrument cluster and some spacey bucket seats. WeÂ’d love to see Maserati turn it into reality, so if youÂ’re someone who would purchase a restomodded Shamal, speak up now. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Maserati wasnÂ’t quite done yet, though. A snow-munching MC20 supercar rendering also made it to Instagram. It looks as though it was lifted, fitted with studded winter tires and given a set of skis to carry around. And for whatever reason, Maserati also drew a caution tape insert on the side of the mid-engine supercar. This MC20 is definitely far off in SEMA fantasy land, but we still fully support anyone who ends up using their MC20 in the snow one day.