New Center of Automotive Excellence
Alfa Romeo and Maserati are joining forces to create Bottegafuoriserie, which is positioned as the “new center of automotive excellence”. This project is conceived as something more than just a separate product or place – it is intended to become the home for the most iconic automotive interpretations from Italy.
Four Key Areas of Activity
Within this initiative, Bottegafuoriserie will focus on four main areas. The first is Bottega, which will be responsible for creating limited series models for Alfa Romeo and Maserati.
These limited series cars will continue the traditions of the 33 Stradale and MCXtrema, as the companies focus on “cars with a high emotional charge that push the boundaries of the possible”.
Geographical Center of the Initiative
Although specific details are still scarce, it is known that the “vast Motor Valley, encompassing Piedmont, Lombardy, and Emilia-Romagna, will serve as the home for Bottega” – this is where future models will be designed, developed, and built.
Personalization Service
In addition to limited series models, the Fuoriserie personalization service will be available, allowing buyers to customize their vehicles. The options appear to be curated, as the companies mentioned that a “dedicated team of designers will explore new creative approaches, remaining faithful to the brands’ aesthetic codes”.
This suggests that we can expect sophisticated options that “transform series-produced cars into exclusive vehicles”. The companies added that customers will be able to visit any dealership in the world and create a unique car that reflects their tastes and preferences.
Preserving Heritage
Since Alfa Romeo and Maserati have a rich history, Bottegafuoriserie will be responsible for assisting in preserving their heritage. As part of this, restoration and certification services for classic cars will be available. The Alfa Romeo Museum and the Umberto Panini Maserati Collection will also play a role in preserving the brands’ history.
While history usually deals with the past, the companies are focused on a living history that blurs boundaries. According to statements from the two brands, these “iconic models come to life in modern interpretations, with eco-friendly technologies and exclusive details, without revealing their original essence”.
This suggests that some former icons may return in the future, similar to the 33 Stradale.
Motorsport Component
Bottegafuoriserie will also have a motorsport component thanks to Maserati Corse. This appears to allow for the transfer of knowledge from motorsport into the creation of super sports cars.
Strategic Vision of Leadership
Alfa Romeo CEO and Maserati COO Santo Ficili stated: “This launch is more than creating a new initiative – it is a symbol of a new era for Alfa Romeo and Maserati. It embodies our unwavering belief in the power of Italian creativity, engineering, and craftsmanship.”
He also described it as the “first milestone in a broader transformation that will define the future of both Alfa Romeo and Maserati”.
The joining of forces of two legendary Italian brands opens new horizons for the automotive industry, combining rich history with innovative approaches. Such a partnership could significantly strengthen the positions of both manufacturers in the premium car market, offering truly unique products that combine tradition with modern technologies. The emphasis on “living history” is particularly interesting, allowing for the reinterpretation of classic models considering modern requirements and trends.