Maserati and Alfa Romeo have announced a new bespoke special programme, which will see both companies create a “few-off” flagship models. Dubbed Bottegafuoriserie, it can be thought of as being in a similar vein to Bentley’s Mulliner division or Lamborghini’s Ad Personam programme.
- Bespoke special programme to offer extensive levels of customisation
- Will be an important revenue source for both struggling Stellantis brands
Like most such bespoke programmes from luxury carmakers, the new Bottegafuoriserie programme is intended to allow customers to extensively customise their purchases, so each model can have their own unique identity.
Maserati, Alfa Romeo Bottegafuoriserie programme: What to expect?
Maserati and Alfa Romeo said Bottegafuoriserie will also “become the cradle of high-emotion vehicles that push the boundaries” and pave the way for successors to the Alfa Romeo 33 Stradale and Maserati MCXtrema, as well as new range-topping models to sit alongside them.
Not much else is known about what will materialise from the Bottegafuoriserie programme, but Santo Ficili, who is COO of both carmakers, has previously told Autocar UK that Maserati is working on a new limited-run super-GT that would be based on the current Granturismo, fitted with a manual gearbox and draw power from a V6 engine.
This will also spawn an Alfa Romeo sibling, similar to the way the Alfa Romeo 33 Stradale is based on the Maserati McPura. It could be that both these models will be part of the Bottegafuoriserie programme.
The programme will also incorporate Maserati’s Corse racing team, which will be tasked with developing new powertrains, aerodynamic packs and chassis designs. More broadly, the extent of customisation hasn’t been disclosed, but it can be expected to bring in an added revenue stream for the two struggling brands.
In a statement to the media, Ficili said Bottegafuoriserie is “the symbol of a new era for Alfa Romeo and Maserati” and one that is “the first milestone in a broader transformation that will define the future” of both brands.
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