Fiat Chrysler Automobiles surprised many during this year's Super Bowl by debuting a commercial for luxury automotive brand Maserati, which had never aired an ad before, let alone a Super Bowl commercial. But, according to a company spokesman, the brand is extremely ''pleased'' with the attention it has brought to the brand and Ghibli, which was the vehicle featured in the 90-second spot.
CHICAGO, IL- Fiat Chrysler Automobiles surprised many during this year’s Super Bowl by debuting a commercial for luxury automotive brand Maserati, which had never aired a television ad before, let alone a Super Bowl commercial.
But, according to a company spokesman, the brand is extremely “pleased” with the attention it has brought to the brand and Ghibli, which was the vehicle featured in the 90-second spot.
“Any time you bring that much awareness, what you’re doing is your bringing more people into the fun, “ said Jeffrey Ehoodin, Maserati public relations manager, following a press conference at the 2014 Chicago Auto Show. “More people who are searching, more people who are experiencing our website for the first time, understanding that they might be able to afford our cars.”
The Ghibli, Maserati’s first-ever midsize four-door luxury sports sedan vehicle, is the least expensive vehicle in the nearly 100-year-old brand’s lineup – starting at $66,900.
Numerous car purchasing data and analyst websites report the ad, called “Strike,” substantially grew interest for the Ghibli and Maserati.
According to Kelley Blue Book, Maserati Ghibli increased 4,250 percent in new-car searches on KBB.com after the Super Bowl ad, the most of any advertised model during Super Bowl XLVIII. The brand itself increased 700 percent.
“Maserati, not a name that you would associate with your average household luxury brand, stepped into the foyer in a major fashion. In an ad that was reminiscent of a movie trailer, the Ghibli was introduced to the general public, Maserati’s first car selling under $100,000,” said Arthur Henry, senior analyst for Kelley Blue Book.
Edmunds.com reported a 455 percent lift for the Ghibli and about 300 percent increase in shoppers searching and considering the brand.
The Super Bowl ad, reminiscent of previous Detroit-themed ads for Chrysler, featured a voiceover discussing how some people have overcome obstacles and “giants.” Showing numerous scenic views and hard-working industrial plants, officials say the ad was meant to portray the story of Maserati’s introduction to the North American market with the Ghibli is one of hard work, dedication, and an element of surprise.
Maserati plans to sell 10,000-12,000 Ghiblis this year in the U.S., where it currently has about 80 dealerships. The U.S., according to Ehoodin represents about 30-40 percent of Maserati’s sales
“This is an every day, driver car,” Ehoodin said. “Just because it’s named Maserati and just becomes it comes from Italy doesn’t mean that it’s not designed to be driven every day.”
Officials previously announced Maserati, which sold looks to sell 50,000 vehicles globally by 2015.
When it goes on sale in November, the Ghibli is available in rear-wheel drive or all-wheel drive, and two twin-turbocharged 3.0-liter V6 engines -- one producing 345 horsepower and 369 lb-ft of torque, the other producing 404 horsepower and 406 lb-ft. Both engines are designed and built by Ferrari.
"Strike" was one of three Super Bowl ads from Fiat Chrysler Automobiles -- the combination of Fiat SpA and Chrysler Group LLC. Its brands now include Chrysler, Dodge Jeep, Ram, SRT and Mopar, as well as Alfa Romeo, Ferrari, Fiat, Lancia and Maserati.
Click here for the most recent news from the 2014 Chicago Auto Show.