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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.

Learn why this man has four different Maserati 3500GT classics

When you're born, it's impossible to know what sort of cars you'll be into as an adult. Your dad might be into old Mopars while your mom prefers a Ford Mustang. You, on the other hand, might end up being a fan of English cars (that was the case with your author, at least). Regardless of which vehicle type, era or marque you prefer, though, it's usually possible to trace back to the exact moment you fell in love with them.
For Frank Mandarano, his love of all things Maserati started at its birthplace in Italy, before spawning into a passion that saw him found a club and take possession of four 3500s over the years. One car in Mandrano's one-make collection stands out, though - a rare 3500GT that was imported into Mexico in 1960. It is a sweet sounding and gorgeous coupe to behold, making it the perfect subject for the crew at Petrolicious. Scroll down and have a look.

Maserati teases MC20 Cielo debut for May 25

A while back, Maserati's product roadmap penciled in an MC20 Spider to hit the market this year. In December 2021, the Modena automaker teased frontal views of the droptop supercar wearing camouflage full of fluffy clouds. In a series of Instagram posts over the last week, Maserati posted photos from the point of view of someone with an uninterrupted view skyward — the same kind of view one would experience in a convertible, say. One of the captions was, "You will admire the sky in a new way on Wednesday 25 May." That will be the reveal date for what the automaker is now calling the Maserati MC20 Cielo, with that last word being Italian for "sky." This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Since we got no views of the rear of the camouflaged car, we have no idea what design changes we'll see in a little more than a week. Looking closely at the photos of the camouflaged prototype, it's clear there's are temporary panels between behind the B-pillar all the way to the decklid spoiler. An odd feature on the prototype is a trio of ribs running from the A-pillar to the rear of the car, with the middle protrusion looking like a papered-over roof scoop. That seems like a lot of work to hide a form we're already familiar with, and a convertible mechanism we don't expect to hold any surprises, so we'll see what we see on May 25. Maserati's usual Spider formula hasn't traditionally altered a car's underpinnings, so the same carbon fiber monocoque should come bolted to the same 3.0-liter twin-turbocharged V6 making 621 horsepower and 538 pound-feet of torque. The skylight does traditionally jack up the price, so expect to pay more than the coupe's $210,000 MSRP. We figure the model will arrive in showrooms late this year at the earliest, an appearance in the U.S. likely in 2023. After this, we know there's an even more powerful electric version on the way that will be the flagship of the range. 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