#MaseratiGhibli

In the lead-up to my seat time with Maserati’s latest on the big track at Willow Springs International Raceway and the nondescript streets surrounding it, the automaker held a press briefing via video conference. Here, company PR chief Kas Rigas explained the “duality” of the brand, citing the original Quattroporte as the prime example.

Launched in 1963, it was Maserati’s first road car after a long string of successful, purpose-built race cars, and it featured a motorsport-derived, all-aluminum DOHC V8 ensconced in a Pietro Frua-designed grand-touring sedan wrapper.

Sadly for Fiat Chryler’s Italian luxury brand, the buzz last week surrounded the newly unveiled Ford Bronco, not the upcoming Ghibli Hybrid.

A model and brand TTAC’s readership can’t get enough of, the Maserati Ghibli appears for 2021 with an optional 48-volt mild hybrid powertrain that mates a 2.0-liter four-cylinder with electric “e-Booster” supercharger to an eight-speed automatic. It’s the automaker’s first electrified vehicle.

How does one make it in America? Grow your product portfolio by 50%. Grow your North American dealership network by 29%. Make all-wheel-drive a part of your business’s best practices. Spend $11 million airing a commercial during the Super Bowl while only bothering to display your product at the tail end of the ad. Name your products after a Mediterranean wind, the number of doors they possess, or a video game.

And continue to place one of the industry’s coolest logos on a highly visible portion of all your products.

Cue year-over-year Maserati sales growth in the United States of 307% through the first nine months of 2014, a gain of 6884 units.