by Michael Gauthier
- Alfa and Maserati unite to create exclusive “few off” models.
- Buyers can expect new options and greater customization.
- It’s part of a multifaceted Bottegafuoriserie initiative.
Alfa Romeo and Maserati are joining forces to establish the Bottegafuoriserie, which is being billed as a “new hub of automotive excellence.” It’s designed to transcend a single product or place by becoming the home of the most iconic automotive interpretations from Italy.
As part of this effort, the Bottegafuoriserie will focus on four key areas. The first is the Bottega, which is tasked with creating limited production models for Alfa Romeo and Maserati.
These few-off vehicles will follow in the footsteps of the 33 Stradale and MCXtrema as the companies will focus on “high-emotion vehicles that push the boundaries.”
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Specifics are few and far between, but the “broader Motor Valley, encompassing Piedmont, Lombardy and Emilia-Romagna, serves as the home of the Bottega” and this is where future models will be designed, developed and built.
Customization
Besides limited production models, there will be a Fuoriserie personalization service that will enable buyers to customize their vehicles. Options will apparently be curated as the companies mentioned a “dedicated design team will explore new creative vernaculars while remaining faithful to the brands’ aesthetic codices.”
This suggests we can expect tasteful options that “transform mass-production cars into bespoke automobiles.” The companies added that customers will be able to visit any dealership in the world and create a unique vehicle that reflects their tastes and preferences.
Heritage
Since Alfa Romeo and Maserati have a rich history, the Bottegafuoriserie will be tasked with helping to preserve their legacies. As part of this effort, there will be services to restore and certify classic vehicles. The Alfa Romeo Museum and Umberto Panini Maserati Collection will also play a role in keeping the brand’s history alive.
While history normally deals with the past, the companies are focused on a living history that blurs the line. According to the two brands, these “iconic models are brought back to life with contemporary interpretations, sustainable technologies and bespoke details, without ever revealing their original essence.”
This suggests some former icons could return in the future, just like the 33 Stradale.
Racing
The Bottegafuoriserie will also have a motorsport component thanks to Maserati Corse. This will apparently enable knowledge transfers from racing to super sports cars.
Alfa Romeo CEO and Maserati COO Santo Ficili said, “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.”
He went on to describe it as the “first milestone in a broader transformation that will define the future of both Alfa Romeo and Maserati.”
