Alcantara Headlining Colored Seat Contrast Stitch Trident Titantex 20 Astro on 2040-cars

Auto blog

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.

Watch Maserati prep this Quattroporte for Geneva by hammering on its sheetmetal

There are untold amounts of primping and set up that goes on in the days leading up to an international auto show. Of course, there are exhibits to erect, lights to hang and scripts to rehearse. There are also cars to prep. Usually the latter involves little more than removing finger prints and dusting, but in the case of Maserati the day before the Geneva Motor Show press days, the process apparently includes banging on the sheetmetal of one of your prized showcars like a crazed woodpecker.
We're not sure what caused a surface irregularity in the door skin of this 2014 Quattroporte - perhaps shipping damage - but it was interesting (and mildly painful) to watch, and hear, a show prepper attempt to repair this six-figure sedan with what looks like a jeweler's hammer, high-intensity light and soft cloth.
That'll buff right out.

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.