Newest Maserati Model Opens Doors in Chicago & Toronto on Heels of Widely Acclaimed Super Bowl Advertisement
Englewood Cliffs, NJ, February 6, 2014 — As 2014 marks Maserati’s 100th year of craftsmanship, the company continues to embark on a North American tour celebrating its newest product entry – Ghibli. The broadcast debut of Ghibli began in an unexpected 90-second Super Bowl XLVIII ad, the company’s first-ever television commercial, positioned at the start of the game and bringing unprecedented positive attention to both Ghibli, and to the Maserati marque.
Over the coming weeks Ghibli visits the Chicago and Toronto auto shows, two cities that during the current “polar vortex” can understand the intrinsic value of all-wheel drive. Maserati is particularly proud to showcase its technological advancements in Ghibli and the luxury performance Quattroporte, both proven and capable competitors in rear-wheel-drive and all-wheel-drive platforms.
According to Peter Grady, President and CEO of Maserati North America, Ghibli upholds the tradition, luxury and performance that have distinguished the brand for a century, while at a more accessible price point broadening Maserati’s cache to a whole new set of buyers. “We’ve worked hard at both design and engineering to bring the first and finest Italian entry to a competitive segment,” said Grady. “Our stellar reputation for performance and luxury, infused with the heritage which only a Maserati can provide, makes Ghibli a new and intriguing option.”
Grady noted that the luxury brand is on a major upswing, with January total monthly sales for North America increasing by more than 212 percent over the same period in 2013. Total sales for calendar year 2013 closed at an unprecedented 72 percent increase in year-to-date sales over 2012, with each of the final six months of 2013 showing year-over-year growth, and the final three months all delivering significant triple digit percent gains.
Ghibli has been a strong contributor to the volume growth for Maserati, as the company’s first-ever mid-size four-door luxury sports sedan vehicle. First unveiled to the U.S. in November at the Los Angeles Auto Show, Ghibli is available with all-wheel-drive, powered by a Ferrari-built twin-turbo V6 engine capable of more than 400 horsepower, and includes a starting price of $66,900.
Ghibli’s interior cabin offers rich Italian leathers, woods and other high quality materials that are at the heart of the Maserati brand. The vehicle’s advanced suspension, Brembo brakes and extensive use of aluminum, create a very strong value proposition. Equally strong in its own competitive class is the flagship Quattroporte, starting at just over $100,000 and sharing the same dynamic driveline.
At the century mark, Maserati is in the strongest position of its lifetime with two brand new sport-sedans, state-of-the-art production facilities and all-time record sales; and is celebrating the centennial with a series of special events and a special website maserati100.com . As one of Italy’s most iconic luxury sports car brands that has been rooted in racing, Maserati will add the Rolex Monterey Motorsports Reunion August 14-17, 2014 at Mazda Raceway Laguna Seca, to its year-long celebration, as the event’s “featured marque.”
Maserati “Strikes” with Super Bowl Spot Maserati’s entrée into America’s most anticipated football game was yet another opportunity to showcase the marque’s ability to be “the absolute opposite of ordinary.”
The 90-second Super Bowl spot “Strike” was directed by American filmmaker David Gordon Green and filmed on location in Los Angeles, depicting hard work, dedication and an en element of surprise – featuring Academy Award-nominated actress Quvenzhane Wallis.
“Strike” is a poetic nod to a brand with proven tradition and of the highest standards of quality in the industry – one that has been hard at work engineering an automobile that will usher it into the next 100 years of innovation. Ghibli is an automobile with power and personality capable of striking against the status quo.The spot is relevant to Americans everywhere who have had struggles and obstacles to overcome. It is a reminder that with steadfast commitment to hard work and unwavering passion, we can deal with our own ‘giants’ around us, we can overcome them and achieve what we set out to do.
The broadcast spot was created in partnership with independent advertising agency, Wieden+Kennedy (W+K) based out of Portland, Ore. The campaign also includes several print and digital extensions, including a USA Today Cover Wrap and Yahoo Homepage Takeover, also created in partnership with W+K.