Superbowl a Blowout…For Maserati!
While the outcome of Superbowl XLVIII was as one-sided as it was obvious by the end of the third quarter, another blowout was also taking place – highest car searches on Kelly Blue Book for a luxury brand advertised during the game.
The winner, by a wide margin, was Maserati Ghibli, which saw an increase in new-car searches on KBB.com by 4,250 percent as result of its high profile ad placements during the big game.
Other luxury models also put up some big numbers, including Jaguar F-Type, Hyundai Genesis and Audi A3, which increased 1,733 percent, 838 percent and 813 percent in search activity on the site after the ads aired, respectively.
“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 $100K (base $66,900),” said Arthur Henry, senior analyst for Kelley Blue Book.
“As the economy and shopper confidence improves, luxury looks to be the hot ticket item for 2014,” Henry added.
In the non-luxury segment, the Ford Fusion Hybrid was the most searched model on KBB.com after its ad aired. Ford ran two back-to-back ads and was the only automaker to advertise a hybrid model. Jeep also experienced very high search activity on KBB.com.
Category: Featured, General Update, Vehicles
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