Maserati and Alfa Romeo are introducing a new bespoke customization program called Bottegafuoriserie, aiming to create ultra-exclusive, limited-run flagship models for discerning buyers. This initiative echoes programs like those offered by Bentley (Mulliner) and Lamborghini (Ad Personam), where clients can personalize their vehicles to an extraordinary degree.
Creating Truly Unique Vehicles
The core idea behind Bottegafuoriserie is to allow customers to transform their cars into genuinely unique models, far beyond standard options packages. The program intends to be a proving ground for highly emotive vehicles, pushing the boundaries of design and performance. This will also set the stage for successors to models like the Alfa Romeo 33 Stradale and the Maserati MC20 MCXtrema, and potentially introduce entirely new, high-performance vehicles to join their ranks. The increasing demand for personalized luxury goods makes this type of program increasingly popular among car manufacturers.
A Shared Platform and Shared Expertise
While details remain scarce, early indications suggest Maserati is developing a limited-edition super-GT based on the current Granturismo. This model will feature a manual gearbox and a V6 engine. Importantly, an equivalent Alfa Romeo model is expected to be created alongside it, mirroring the shared design foundations seen in the Alfa Romeo 33 Stradale and the Maserati MC20. This ‘twin’ approach allows for efficient development while still offering distinct styling and branding for each marque.
Racing Heritage and Enhanced Performance
Bottegafuoriserie will draw heavily on the expertise of Maserati’s Corse racing team. The team will be instrumental in developing bespoke powertrains, advanced aerodynamic packages, and upgraded chassis designs – all of which will contribute to elevating the performance and exclusivity of these flagship models. This integration of racing technology is a key differentiator, and a significant appeal for performance-oriented buyers.
Financial Impact and Future Vision
The extent of possible customization remains to be revealed, but it’s expected to generate a valuable new revenue stream for both Maserati and Alfa Romeo, which are currently navigating challenging market conditions. For context, a significant 70% of Bentleys already undergo some level of Mulliner customization.
According to CEO Santo Ficili, Bottegafuoriserie represents “a new era” for both brands and marks “the first milestone in a broader transformation” that will shape their future. The launch of this program signals a shift towards greater exclusivity, customization, and high-performance offerings, reflecting a strategy to compete in the luxury automotive market by appealing to a new generation of buyers seeking personalized experiences.
