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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 Hybrid gets four-cylinder and 48-volt technology

Maserati is keeping its promise of adding more electrified options to its lineup. Shortly after electrifying the Ghibli, it stuffed the turbo-electric powertrain in the Levante to create its second series-produced hybrid model. Presented at the 2021 Shanghai auto show, the Levante Hybrid is powered by a turbocharged, 2.0-liter four-cylinder engine that works with a 48-volt mild-hybrid system. The system's total output checks in at 330 horsepower and 332 pound-feet of torque, figures on par with the Ghibli Hybrid's, and it spins the four wheels via an eight-speed automatic transmission and a limited-slip rear differential. Maserati quotes a six-second sprint from zero to 60 mph, a number that puts the Hybrid about on par with the base model, and a top speed of over 150 mph. While the Levante's hybrid technology does not unlock electric-only driving range, it's much lighter than a comparable plug-in hybrid system, which would require a bigger and heavier battery pack. In turn, this solution gives the Hybrid better weight distribution than the V6-powered model. It's more agile to drive, according to Maserati. It takes a well-trained eye to tell the Levante Hybrid apart from the non-electrified model. Car-spotters should look for light blue accents on the fender-mounted air vents, on the brake calipers, and on the C-pillar emblems. Inside, the same shade of blue is found in the stitching that's on the seats, on the door panels, and on the dashboard. Maserati told Autoblog that, like the Ghibli Hybrid, the Levante Hybrid will not be sold in the United States. Sales in several overseas markets will start before the end of 2021, though pricing and availability haven't been announced yet. While we're not getting Maserati's first electrified SUV, it gives us a valuable look at how the Italian company plans to spread electrification across its range without completely neutering the DNA that characterizes it. That's significant insight, because one of the next electrified Maserati models will be a version of the MC12 supercar. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Maserati MC20 supercar plays in the snow

The new Lotus Evora GT430 Sport is quicker with an automatic

Few automakers exploit platform variants as much as lotus. The company has four models, one of which is essentially a hardtop version of another. The Lotus Evora 400 sits atop the range, and since its debut last year we've seen the Evora 410, Evora 410 GP Edition and the Evora GT430. Today, the British automaker announced the Evora GT430 Sport, essentially a less hardcore but nearly as capable version of the GT430. The two biggest differences are the non-limited availability and the available six-speed automatic transmission. All 60 examples of the GT430 were only available with a manual. Both cars use the same 3.5-liter V6 topped with an Edelbrock supercharger that's good for 430 horsepower. Manual models make 325 lb-ft of torque, while automatic-equipped cars make 332 lb-ft. Despite a 24-pound penalty, the GT430 Sport automatic hits 60 mph in 3.6 seconds, a tenth quicker than the manual. While gearing in the automatic limits top speed to 170 mph, manual models can reach 196 mph. That makes this the fastest road-going Lotus ever. No matter which one you choose, the GT430 comes with Ohlins TTX two-way adjustable dampers, slotted and ventilated brake discs with AP Racing four-piston calipers, a Torsen-type limited slip differential and an adjustable traction control system. The front and rear bumpers, front access panel, roof panel, rear quarter panels and one-piece louvered tailgate and spoiler are all made of carbon fiber. The non-Sport GT430 adds a carbon fiber front splitter, rear wing, louvered wheel arches and a wider set of wheels and tires. The carbon fiber theme continues inside. The seats, door sills and parts of the instrument cluster are all made of the lightweight material. Most of the rest of the interior is trimmed in leather and black Alcantara. At $136,000, the new GT430 Sport undercuts the limited-run model by about $11,000. There's no word on if the car will make it here to the U.S. Hopefully Lotus' new parent company will keep the ball rolling. Related Video: