Maserati’s new Ghibli sedan is here. It looks sexy, and its 3.0-liter twin-turbo V6 makes as much as 404 horsepower.
Perhaps that’s not the most effective advertisement, but hey—it’s cheap. Unlike the 90-second spot about the car Maserati ran during the Super Bowl.
The Italian company sold 15,400 vehicles in 2013. Automotive News states the big game commercial “easily cost Maserati more than $700” for each unit moved. Grand total: Almost $11,000,000. Eleven. Million. Dollars.
Saad Chehab, chief marketing officer for the brand, is the man who convinced management to put down that much coin. He thought his employer’s most affordable offering “deserved a wide audience platform such as the Super Bowl.”
It seems the pricey gambit paid off. Maserati had already amassed a record 22,500 orders through September of last year, well before the commercial aired. After it was broadcasted, “search traffic for Maserati and the Ghibli in particular saw a significant spike.”
Derek Shiekhi's father raised him on cars. As a boy, Derek accompanied his dad as he bought classics such as post-WWII GM trucks and early Ford Mustang convertibles.
After loving cars for years and getting a bachelor's degree in Business Management, Derek decided to get an associate degree in journalism. His networking put him in contact with the editor of the Austin-American Statesman newspaper, who hired him to write freelance about automotive culture and events in Austin, Texas in 2013. One particular story led to him getting a certificate for learning the foundations of road racing.
While watching TV with his parents one fateful evening, he saw a commercial that changed his life. In it, Jeep touted the Wrangler as the Texas Auto Writers Association's "SUV of Texas." Derek knew he had to join the organization if he was going to advance as an automotive writer. He joined the Texas Auto Writers Association (TAWA) in 2014 and was fortunate to meet several nice people who connected him to the representatives of several automakers and the people who could give him access to press vehicles (the first one he ever got the keys to was a Lexus LX 570). He's now a regular at TAWA's two main events: the Texas Auto Roundup in the spring and the Texas Truck Rodeo in the fall.
Over the past several years, Derek has learned how to drive off-road in various four-wheel-drive SUVs (he even camped out for two nights in a Land Rover), and driven around various tracks in hot hatches, muscle cars, and exotics. Several of his pieces, including his article about the 2015 Ford F-150 being crowned TAWA's 2014 "Truck of Texas" and his review of the Alfa Romeo 4C Spider, have won awards in TAWA's annual Excellence in Craft Competition. Last year, his JK Forum profile of Wagonmaster, a business that restores Jeep Wagoneers, won prizes in TAWA’s signature writing contest and its pickup- and SUV-focused Texas Truck Invitational.
