Italian brands Alfa Romeo and Maserati have launched a new joint ‘creative hub’ covering everything from classic vehicle restoration to the development of performance technologies and new ‘few-off’ vehicles.
Dubbed BottegaFuoriserie, the initiative draws on the four pillars of Bottega, Fuoriserie, Corse, and La Storia, all of which serve as individual departments for the preservation, modification, personalisation, and innovation of all cars from the Alfa and Maserati stables.
Bottega is dedicated to creating ultra-limited-production models intended to showcase the two brands’ engineering and design prowess, strongly influenced by previous bespoke cars like the Alfa Romeo 33 Stradale and the Maserati MCXtrema.
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Fuoriserie, meanwhile, will be responsible for customising owner vehicles. This provides customers with an exclusive design team, and all cars (including mass-produced models) from either brand are eligible for this service.
Better yet, this service will be available at any dealership worldwide, and any customisations will remain true to the original vehicles’ design cues.
Then comes Corse, which is responsible for advancing performance engineering by applying motorsport learnings to road-going vehicles. This will encompass everything from mechanical developments to aerodynamic tweaks.
Finally, there’s a focus on preserving the history of Alfa and Maserati under the ‘La Storia’ programme. There are multiple ways this historical work is carried out, namely by restoring and certifying classic vehicles, and by further improving them with “modern interpretations” and technology.
Then comes a series of museums and displays dubbed Experience Centres. Key locations include the Alfa Romeo Museum in Arese, said to be “somewhere where past, present and future come together to inspire new ideas”, and the Umberto Panini Maserati Collection in Modena as a celebration of the brand’s heritage.
BottegaFuoriserie will also “safeguard and celebrate the heritage of both brands” through programs including the restoration and certification of classic models under the Officine Classiche service.
The new initiative will be headed by general manager Cristiano Fiorio, who brings years of experience working with Alfa-Maserati owner Stellantis and its predecessor, FCA. He most recently worked as Alfa Romeo’s Formula 1 manager from 2021 until earlier in 2025.
“This is somewhere where past, present, and future converge – where we celebrate our heritage while daring to imagine what’s next,” Mr Fiorio said.
“With a team of passionate, talented individuals, we will craft vehicles that are not only technically exceptional but emotionally unforgettable.
“Our mission is clear: to honour the legacy of Alfa Romeo and Maserati, and to write the next chapter in their history with boldness, beauty and authenticity.”
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