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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 is Italy's answer to the Porsche Cayenne

When Maserati released the first images of the new Levante – and said little else about it – we wondered what it would be under the hood. Crossover or not, it is still a Maserati, after all. The full details are now here. Globally speaking, Maserati will offer the Levante with three engine options. All of them are turbocharged 3.0-liter V6s, but they vary widely in output and even burn different types of fuel. The base model packs 350 horsepower and 368 pound-feet of torque for a 0-62 time of 6.0 seconds flat – the same as the base Ghibli, but four tenths slower with a bigger form to move. The Levante S offers a rather impressive 430 hp and 427 lb-ft (more than the Ghibli S) for a 5.2-second sprint. And while the diesel model has the least power, it also offers the most torque, at 275 hp and 442 lb-ft (slightly more than the oil-burning sedan) for a 6.9-second time. Whichever engine is chosen, it comes mated to an eight-speed automatic transmission, all-wheel drive, and a limited-slip differential. Those output figures compare rather favorably to the Porsche Cayenne with which the Levante will invariably be compared. But Porsche and Maserati aren't the only high-end, old-world automakers that have now broken into the crossover game. So have Bentley and Jaguar, and soon so will Aston Martin, Lamborghini, Lotus, and Rolls-Royce. It's all part of an onslaught of crossovers coming from some of Europe's most vaunted marques. And while Maserati hasn't gotten there first, it hasn't gotten there last, either. With two sedans already out and a new sports car on the way, the Levante puts the Modenese automaker in prime position to grow, and grow big. View 21 Photos View 4 Photos Related Video: MASERATI LEVANTE DEBUTS AT THE GENEVA MOTOR SHOW Maserati's first SUV receives its eagerly-anticipated world unveiling at the Geneva International Motor Show Modena, 01 March 2016 – Maserati has chosen the 86th Geneva International Motor Show to introduce the first SUV in its hundred-year history: the Levante. As with many Maseratis from the past, the new car's name is inspired by a wind: the Levante is a warm Mediterranean wind that can change from a light breeze to an irresistible natural force in an instant, mirroring the character of the first Maserati SUV. The Levante is the ideal complement to the Maserati range. Combined with the Quattroporte, Ghibli, GranTurismo and GranCabrio, the range now covers the entirety of the global luxury automotive market.

Rich kid uses puppy to polish Maserati as Internet howls

Update: The original Instagram video appears to have been removed, but the video can still be viewed at this link. One of the Rich Kids of Instagram may never attempt to perform manual labor again after the 2-3 seconds she spent using a puppy to "polish" a rare Maserati. She cast it as a joke, but the Internet wasn't laughing. Instagram user m666ya, who is said to be a young, beautiful, wealthy collector of supercars in London - or, she at least has enough access to photograph them and occasionally show herself behind the wheel of one - posted this clip of an extremely cute puppy detailing a limited-edition Maserati MC12, which sells for $1.5 million or $2 million (depending on who's doing the telling). It got picked up on the Rich Kids account two days ago: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The Maltese puppy is compliant and seems, well, maybe not in distress but probably not having the time of its life, either. And m66ya or whoever is doing the buffing keeps it exceedingly brief. Some of the reaction has been predictable. The New York Post tabloid called her "barking mad." And social-media reactions to the post were similar: "Not funny." "Animal abuse." "Disgusting." "This is just wrong." "Shame on you." "This is actually sickening." "Money can't buy you class and in your case, values." "Dogs are so loyal and only want to love and please their owner. You do not deserve any devotion of love from this innocent puppy." "Psychologists will tell you, simple abuse of animals often leads to abuse of humans in later life. Seek some help now." A few commenters defend the clip and suggest people lighten up. Some doubled down on the joke: "It's better to use a cat so you can hear your engine purr." A blogger joked you'd never actually use a dog to polish a $2 million car because dirt in its hair could scratch the paint. And one young philosopher of Instagram, whose spelling is too poor to quote him directly, makes the fair point that perhaps some people are less angry about the dog than they are jealous that these ne'er-do-wells are rich. A spokeswoman for the Royal Society for the Prevention of Cruelty to Animals said: "We can understand why people are concerned about this video.