Maserati and Alfa Romeo have jointly announced a new bespoke personalisation initiative called Bottegafuoriserie, marking a bold step towards creating exclusive, limited-run models for their most discerning customers.
A new chapter in Italian craftsmanship
Drawing parallels to Bentley’s Mulliner and Lamborghini’s Ad Personam, the Bottegafuoriserie program will allow customers to extensively customise their vehicles, ensuring that every car reflects a unique identity. Both brands aim to use this program as a significant revenue source while reinforcing their image as purveyors of Italian luxury and performance.
What to expect from Bottegafuoriserie
According to Maserati and Alfa Romeo, Bottegafuoriserie will serve as a creative platform — “the cradle of high-emotion vehicles that push the boundaries.” It is expected to pave the way for successors to iconic models such as the Alfa Romeo 33 Stradale and Maserati MCXtrema, alongside all-new flagship offerings.
While details remain scarce, reports suggest that Maserati is developing a limited-run super-GT based on the current GranTurismo, featuring a manual gearbox and powered by a V6 engine. This car will reportedly be twinned with an Alfa Romeo version, echoing the relationship between the 33 Stradale and the MCXtrema.
Racing heritage meets personalisation
The Bottegafuoriserie initiative will also integrate Maserati Corse, the brand’s racing division, which will contribute to the development of new powertrains, aerodynamic upgrades, and chassis innovations. This collaboration ensures that the bespoke models don’t just look special — they perform like true racing machines.
“A symbol of a new era”
Speaking about the program, Santo Ficili, COO of Maserati and Alfa Romeo, described Bottegafuoriserie as “the symbol of a new era for both brands,” adding that it represents “the first milestone in a broader transformation that will define the future of Alfa Romeo and Maserati.”
As the Stellantis-owned marques continue to refine their identities and embrace exclusivity, Bottegafuoriserie could very well become the driving force behind a renaissance in Italian automotive artistry.