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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 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:

Electric Maserati GranTurismo Folgore will have over 1,200 horsepower

Maserati is in the midst of a renaissance. It released the MC20 in 2020, it's preparing to unveil the Grecale, and it confirmed that its first electric model will be an evolution of the next-generation GranTurismo with over 1,200 horsepower from three individual motors. Speaking during a press conference, company boss Davide Grosso shared official details about the second-generation coupe due out in 2023. The electric model called Folgore in Maserati-speak will offer "way over 1,200 horsepower" from three electric motors linked to what the carmaker calls a "bone" battery pack. We're guessing that means the unit will feature internal structure similar to bone, or be centrally mounted along the transmission tunnel, and not that it will be made with actual bones. Regardless, an 800-volt charging system and Formula E-sourced technology will be on board as well. Maserati also published additional images of the second-generation GranTurismo. It's still covered in camouflage, but we can tell that the front end borrows a handful of styling cues from the MC20 while the overall proportions haven't significantly changed. It's still a big coupe with sporty lines characterized by a long hood and a short decklid. The GranCabrio convertible is scheduled to make a comeback as well. The electric Folgore model will be positioned at the top of the line-up, but it won't be the only version available at launch. Maserati revealed that at least one V6-powered variant will be offered as well, a comment which hints (but doesn't confirm) that there will be no V8. "The market for a gasoline-powered version is still there. It's absolutely still there. What we want to do with Folgore is to give customers a choice: V6, or electric? In five or 10 years we likely wouldn't have developed it, but customers still enjoy these cars today," said Francesco Tonon, the firm's global head of product planning, during a conference call. He stopped short of providing details about the V6, though it's not terribly far-fetched to assume that it will be at least related to the excellent twin-turbocharged Nettuno unit that powers the MC20. Numerous other electric cars will join the Maserati line-up in the coming years, and the firm's full range will run on batteries by 2030. EV variants of the Grecale and the next-generation GranCabrio are scheduled to make their debut in 2023, and they'll be joined by an electric version of the MC20 in 2025.