2019 Maserati Levante on 2040-cars

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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 says no to all-electric future, says U.S. chief

The future internal combustion remains questionable as automakers push for electrification. But not for Maserati, according to a report from Motor Trend on an investor call discussing first-quarter earnings. According to the outlet, FCA CEO Michael Manley and Maserati North America's head honcho, Al Gardner, made it known on the call that Maserati does not have any plans to say goodbye to good 'ol gasoline power. Rather, the company is planning to embrace electrification in different ways, such as hybridization. "This is a brand that needs combustion engines. It needs that raw emotion," Gardner told reporters at the conference. He also noted it's important for the company to get "back to its roots," citing the company's start with race cars before offering consumer vehicles. Maserati's electrification will begin as part of its model line overhaul leading up to 2022 that is also supposed to help reverse Maserati's slumping sales. Gardner noted that a new sports car will mark the start of the revamp, and we expect it will be a production version of the hotly anticipated and very sexy Alfieri Concept car. We may even see the car at Geneva next year. After that will be a new crossover smaller than the Levante, along with hybrid and plug-in hybrid variants with a few select electric vehicles. Maserati won't be the only automaker embracing electrification, as Jaguar, Volkswagen and Porsche are all pushing toward the new powertrain technology. Unlike Maserati, some of these brands are going all-in on electric cars. Volkswagen will release its last new internal combustion engine in 2026. Volvo's Polestar brand will only have pure EVs after the Polestar 1 sports car.

Maserati ditches hydraulic steering to add semi-autonomous driver aids

Related: We obsessively covered the Frankfurt Motor Show — here's our complete coverage FRANKFURT, Germany — One of the distinctive aspects of modern Maseratis has been the continued use of hydraulic-assisted power steering. The company used it on the entire lineup from the Ghibli sedan to the GranTurismo sports coupe, touting in press releases that in comparison to now-common electric power steering, it "prevents unpleasantly artificial assistance when the driver turns the wheel quickly." Priorities appear to have changed, though, as the 2018 Ghibli, Quattroporte and Levante are all going with electric steering. Those priorities would be adding a gaggle of semi-autonomous driving assists, which as Maserati CEO Reid Bigland confirmed, require electric power steering to fully implement. Specifically, the highway lane-centering, lane-keeping assist and blind-spot assist functions that can steer for you if necessary. Other new semi-autonomous functions include sign recognition, automatic emergency braking and adaptive cruise control. This may come as a disappointment to die-hard Maserati fans, but at the very least, the GranTurismo and GranCabrio sports cars still retain the classic hydraulic steering system. They also don't get the semi-autonomous features, but let's face it, those cars are ones you want to always be driving. As for the rest of the lineup, Bigland insisted the steering is still good. Of course you wouldn't expect anything less from the company's CEO. We'll reserve judgement until driving a 2018 Maserati ( that isn't a GranTurismo) to see if the new steering avoids being "unpleasantly artificial." Related Video: