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KBB: Maserati Ghibli’s Super Bowl Commercial Garners Highest Consumer Interest

February 4, 2014

IRVINE, Calif. — Maserati Ghibli increased 4,250% in new-car searches on KBB.com, the most of any advertised model during Super Bowl XLVIII, according to Kelley Blue Book. Other luxury models Jaguar F-Type, Hyundai Genesis and Audi A3 increased 1,733%, 838% and 813% in search activity on the site after the ads aired, respectively, according to the vehicle information site.

“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 (base $66,900),” said Arthur Henry, senior analyst for Kelley Blue Book. “There are less luxury shoppers than there are non-luxury shoppers in the marketplace today, and it takes much to move the needle. This year was different in which luxury shoppers responded in a big way.”

Not only did luxury cars like the Ghibli, F-Type, Genesis and A3 have effective advertising, but the Ford Fusion Hybrid was the most searched non-luxury model on KBB.com after its ad aired.

“Ford, like Wonderful Pistachios, ran two back-to-back ads for its product. Ford was able to captivate viewers with its high action commercials to influence them to research the model on KBB.com,” said Henry. “Ford was the only automaker to advertise a hybrid model, and it was able to amplify its message for the Fusion Hybrid as class leading in fuel economy, which is a very attractive selling point.”

Percent Increase of KBB.com Searches for Big Game Advertised Models

Model

Percent

Maserati Ghibli

4,250%

Jaguar F-Type

1,733%

Hyundai Genesis

838%

Audi A3

813%

Ford Fusion Hybrid

122%

Chevrolet Silverado 1500

120%

Hyundai Elantra

115%

Jeep Cherokee

98%

Toyota Highlander

81%

 

Increasing 700%, surprise advertiser Maserati saw the biggest lift in searches on KBB.com than any other automaker who marketed in the Big Game this year. Followed by Maserati, Audi was the No. 2 brand most searched on the site with its “doberhuahua” commercial.

“Jeep experienced the highest search activity on KBB.com of all non-luxury brands that advertised in the Big Game after the ad aired.  The automaker resonated well with the audience with its “Built Free” campaign, further carving itself as the brand with the most rugged sport utility vehicles,” said Henry.

Percent Increase of KBB.com Searches for Big Game Automaker Advertisers

Brand

Percent

Maserati

700%

Audi

152%

Jeep

114%

Kia

62%

Volkswagen

50%

Chrysler

36%

Honda

34%

Toyota

26%

Ford

20%

Chevrolet

10%

Hyundai

7%

 

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