The Super Bowl is an extreme event. Everything about it is extreme, from the brilliant ads which companies have spent millions to make and even more millions to air during the event, to the half time entertainment, which this year was far more entertaining than the game itself. This is big. So what better way to unveil something big than during the Super Bowl.
Maserati, along with Jaguar, Ford, Chevy and Audi, all ran ads. Maserati’s took a leaf out of the Beasts of the Southern Wild handbook and perhaps failed to ignite the passion of US sportsfans to buy a luxury European car, but it doesn’t matter much to Maserati; their message is loud and clear no matter what.
So the car manufacturer took the 90 seconds to roll out the Ghibli with a spot titled “Strike” during the first quarter of America’s most anticipated football game.
“Maserati is embarking on its 100th year of craftsmanship with an important entry into the North American market,” said Harald Wester, CEO of Maserati SPA.
“We’ve worked hard at designing and engineering the Ghibli and there is no better time to make an impactful introduction than while the entire country is watching.”
The Super Bowl spot featured Academy Award-nominated actress Quvenzhane Wallis and was directed by American filmmaker David Gordon Green. It was meant as a poetic nod to a brand with proven tradition and one of the highest standards of quality in the industry, who has been hard at work engineering an automobile that will usher it into the next 100 years of innovation—an automobile with power and personality capable of striking against the status quo.
Maserati says 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.
“Strike: The world is full of giants. They have always been here, lumbering in the schoolyards, limping through the alleys. We had to learn how to deal with them, how to overcome them. We were small but fast, remember? We were like a wind appearing out of nowhere. We knew that being clever was more important than being the biggest kid in the neighborhood.
“As long as we keep our heads down, as long as we work hard,trust what we feel in our guts, our hearts, then we’re ready. We wait until they get sleepy,wait until they get so big they can barely move, and then walk out of the shadows, quietly walk out of the dark—and strike.”
It’s not a bad message.
It’s certainly a TGR message. Whether it worked or not, that’s another question. But let’s not take away from the car itself.
Maserati has ambitious sales goals driven by proven growth in the North American market, where the brand experienced triple digit gains in the past year.
First unveiled to the US in November at the Los Angels Auto Show, the Ghibli is Maserati’s first-ever mid-size four-door luxury sports sedan vehicle. Available with all-wheel-drive, the Ghibli is powered by a Ferrari built twin-turbo V6 engine capable of over four hundred horsepower. Advanced suspension, Brembo brakes and extensive use of aluminum ensure comfort, with an ease of performance ready when called upon. Within its striking aerodynamic silhouette, the cabin offers rich Italian leathers, woods and other high quality materials that are at the heart of the Maserati brand.
The Ghibli upholds the tradition, luxury and performance that have marked the brand for a century at a more accessible price point and open the brand up to new buyers.
“We know luxury sports sedan buyers are met with a lot of options these days, but in this category, cars have become more and more uniform,” Wester said.
The Ghibli was originally unveiled at the Shanghai Motor Show, a few months afer the other four-door wonder the Quattroporte.
The Ghibli is smaller, shorter, lighter, more dynamic, less expensive and more economical than the flagship Quattroporte and provides a cornerstone in Maserati’s plans to build 50,000 cars a year by 2015.
Its petrol range provides high performance from both of the power outputs from the twin turbo-charged, 3.0-litre V6 petrol engine and it also offers customers the choice of rear- or all-wheel drive in an E-segment luxury sports sedan.
The Ghibli has a more-focused, sportier philosophy than the larger Quattroporte and its most powerful model, the Ghibli S, has 301 kW (410 hp) of power, races to 100km/h in 5.0 seconds and stretches out to a top speed of 284km/h.
The Ghibli is also the first Maserati in history to be powered by a diesel engine, with a turbo-diesel V6 producing all the sound, refinement and driving pleasure typical of Maserati while delivering fuel consumption below six litres per 100 km on the NEDC formula. The Ghibli diesel will also become the first Maserati with Start-Stop technology.
It shares much of its core architecture, including its crash safety, its chassis, its suspension architecture, its engines and its LED headlight technology, with the larger Quattroporte, though it is 50kg lighter, 173mm shorter in the wheel base and 291mm shorter overall.
The Ghibli’s design team was challenged to produce a sedan that emphasised its more dynamic driving characteristics through a more aggressive visual personality, yet still maintained discernible visual links with the Quattroporte…
Excerpted from an article originally published in the April/May 2014 issue of Think & Grow Rich Inc. magazine. If you are a subscriber to Think & Grow Rich Inc. magazine, you will receive this article in your April/May 2014 issue of TGR. If you are not a subscriber, click here to subscribe.