Alfa Romeo and Maserati Reinvent Italian Bespoke with Bottega Fuoriserie
In an era of standardized car platforms, Alfa Romeo and Maserati are turning the clock back to the golden age of Italian coachbuilding. With their new Bottega Fuoriserie, the two brands are reasserting the art of made-to-measure – from limited runs to one-off automotive masterpieces.
Something is clearly moving within Stellantis’ Italian division. The project, kept tightly under wraps until Tuesday’s media briefing, signals a renewed focus on craftsmanship and exclusivity.
Four Pillars of Italian Excellence
Under the new label, select premium divisions of Alfa Romeo and Maserati converge into a shared creative and engineering powerhouse. The initiative is led by Cristiano Fiorio, reporting to Santo Ficili, CEO of Alfa Romeo and COO of Maserati – a duo with deep roots in Italy’s performance car culture.
Italian Excellence (Image: Media Gallery)
At its heart, Bottega Fuoriserie unites four domains where Italian talent has long excelled:
- Limited-production few-off cars such as the Alfa Romeo 33 Stradale and Maserati MCXtrema
- Bespoke customization along regular production lines
- Restoration and certification of historic vehicles under the La Storia banner
- The transfer of racing expertise to road models through Corse
Together, they define a modern interpretation of Italy’s carrozzeria heritage.
Customization Without Limits
For customers, the most visible change will be an expanded range of personalization options. Alfa Romeo’s Giulia Quadrifoglio and Stelvio Quadrifoglio are the first models to enter this realm – previously exclusive to Maserati.
Expect new palettes, materials, and interior detailing worthy of the term automotive su misura.
Deepening Common Roots
The goal, Fiorio and Ficili emphasized, is to deepen the shared DNA of Alfa Romeo and Maserati – without blurring their identities. «There will be no Alfa Romeos with Maserati wheels,» they assured. Yet the brands have long intertwined histories: Maserati’s Nettuno V6 traces its lineage directly to an Alfa Romeo design.
Collaboration with legendary coachbuilders such as Zagato will remain a cornerstone, alongside new partnerships across Italy’s Motor Valley, home to over 10,000 specialized firms.
New Rhythm of Limited Editions
Looking ahead, both leaders hinted at fresh few-off models following the spirit of the 33 Stradale and MCXtrema – «not too soon, but not too late,» they teased. A slightly higher cadence of factory-built one-offs, tailored around specific themes, is also in the cards.
For Jean-Philippe Imparato, CEO of Maserati, the move marks a strategic step forward: «By bringing together the best of Italian design, engineering and culture, Bottega Fuoriserie embodies a unique way of shaping the future – one in which we deeply believe.»
Beyond the Stellantis Portfolio
Longer term, the program could extend to other Alfa Romeo lines and even beyond – to Lancia, Fiat, or Peugeot.
Such expansion would underline Stellantis’ recognition that individuality, heritage, and collectability are the new luxury currencies in an age of shared architectures and common platforms.
Under the Patronage of Altagamma
Bottega Fuoriserie operates under the patronage of the Altagamma Foundation, which unites Italy’s most prestigious luxury brands. With it, Alfa Romeo and Maserati reaffirm a simple but powerful statement: true exclusivity is crafted, not assembled.
