During the 2014 Super Bowl, Maserati popped up seemingly out of nowhere with an ad for a car 90% of the people watching can't afford and 99% don't know about.
The candid promotion of the Maserati Ghibli is made using a carefully blended concoction of fear and residence, or hardship and hard work. It's what makes the underdog a hero, and that's exactly what the Ghibi sedan is supposed to be.
Being Maserati’s first-ever mid-size four-door luxury sports, the Ghibli is fighting up against BMW's 5 Series and Merc' E-Class. These are probably the lumbering giants that the ad refers to and a statement made by Harald Wester, CEO of Maserati, seems to suggest this as well.
“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,” said Wester. “The Ghibli is the newest and most distinguished option in an all-too indistinguishable luxury sports sedan market.”
We think the ad lacks clarity and has too much of a Chrysler vibe to it. This editor thinks no 50-something car buyer who's about to spend $70,000 on a car would ever be convinced by the old "oh, BMW and Mercedes make heavy cars". At least Kia had the idea to make their luxury sedan commercial about challenging perceptions!
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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