It’s no secret that Alfa Romeo and Maserati haven’t been doing too well recently. The iconic Italian brands, nestled within the portfolio of Stellantis companies, have been the subject of sales rumors for quite some time now. But today, there’s something different afoot, and by that, we mean something good. Potentially, it could be really good.
Alfa Romeo and Maserati, already connected by their Stellantis ownership and through Santo Ficili, who serves as Alfa’s CEO and Maserati’s COO, are now connected even further with a new division called Bottega Fuorisere. This is where future “few-off” cars for both brands will come from, but it goes way beyond that to include customization, personalization, and restorations… if new cars really aren’t your thing.
Bottega Fuorisere (spelled as two words) will comprise teams handling both Maserati and Alfa Romeo projects, all under the direction of dedicated leadership. Right now, that person is Cristiano Fiorio, and he’ll be directing operations at locations from Maserati’s home in Modena to Alfa Romeo’s footprint in Turin. Italy’s Motor Valley is Bottega Fuorisere’s playground.
This division will focus primarily on two areas – designing and building special-edition “few-off” cars like the Alfa Romeo 33 Stradale and Maserati MCXtrema, and providing customization services for customers purchasing new cars. The Bottega portion is where the limited-production special editions will come from, while Fuoriserewill be the bespoke customization service.
Exactly how custom can a customer get? Speaking to media during the Bottega Fuorisere announcement, Alfa Romeo CEO Santo Ficili emphasized that “collaboration is the word” but that the two brands would be separated. That means you can’t get Maserati wheels on your new Alfa, though Ficili was careful not to get deep into specifics. If a customer shows up and flashes enough money, who knows what might be possible.
“This launch is more than the creation of a new initiative–it is the symbol of a new era for Alfa Romeo and Maserati. It represents our unwavering belief in the power of Italian creativity, engineering and craftsmanship.”
– Santo Ficili, Alfa Romeo CEO / Maserati COO
Bottega Fuorisere will also dip a toe into preserving Maserati and Alfa Romeo history. This will be done through creating in-depth company archives, launching museums, and of particular interest to classic Maserati/Alfa owners, restoration services. Bottega Fuorisere will also have certification services to verify those old cars, though specific details on restorations and certifications aren’t available at this time.
The collaboration will expand to motorsports as well, though again, details at this stage are a bit thin. Shared designs and technologies will power racing initiatives for both companies, and that will also filter down to Alfa Romeo and Maserati production cars.
“This is somewhere where past, present and future converge – where we celebrate our heritage while daring to imagine what’s next. I will draw on the incredible experiences gained through special projects and motorsport to guide this new journey.”
– Cristiano Fiorio, Bottega Fuoriserie general manager
As for future special edition cars, nobody is talking about that just yet, but we’re told Bottega Fuoriserie is already fully operational. We’ll be watching with interest to see what manifests from this collaboration over the next few years.
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