BOTTEGAFUORISERIE: The Sacred Union of Alfa Romeo and Maserati in the Heart of Italy’s Motor Valley

The world of customization is immensely profitable for luxury brands. With their rich legacies of exclusivity, Maserati and Alfa Romeo have joined forces to create a division where every whim and dream can take shape: BOTTEGAFUORISERIE.

• BOTTEGAFUORISERIE is built on four founding pillars
• Every extravagance will be permitted
• The price of each creation will be determined according to the level of personalization

Italy’s New Address for Excellence and Exclusivity

Italy now boasts a new hub for craftsmanship, refinement, and exclusivity: BOTTEGAFUORISERIE. This unprecedented project unites Alfa Romeo and Maserati under one banner. A true manifesto of Italian luxury, this innovation and craftsmanship centre celebrates personalization, performance, and heritage while propelling both brands into a new era. It also aims to rekindle the passion that once defined these iconic marques, which have seen their influence wane in recent years.

Conceived as a modern Bottega a workshop where artistry meets innovation—this entity stretches across Italy’s famed Motor Valley, from Modena to Turin and Arese, home of the Alfa Romeo Museum. Directed by Cristiano Fiorio (reporting to Santo Ficili, CEO of Alfa Romeo and COO of Maserati), the project marks a key step in Stellantis’ strategy to elevate Italian craftsmanship on the global stage.

A Shared Vision for Two Italian Legends

BOTTEGAFUORISERIE doesn’t merely juxtapose two historic marques—it fuses their DNA. From Alfa Romeo comes technical elegance and sporting spirit; from Maserati, expressive luxury and sculpted performance. Together, they create a laboratory of mechanical emotion, where craftsmanship, technology, and creativity converge.

This new centre of excellence rests upon four founding pillars:

• BOTTEGA – the creative heart
• FUORISERIE – extreme personalization
• LA STORIA – preservation of heritage
• CORSE – performance and competition

BOTTEGA: Where Masterpieces Are Born

In the grand Italian tradition of artisanal workshops, the BOTTEGA section embodies the transformation of ideas into rolling works of art. Here, the most exclusive creations of both brands—such as the Alfa Romeo 33 Stradale and the Maserati MCXtrema—take shape.

Every project is conceived, produced, and assembled in Italy through constant dialogue among engineers, designers, and clients. The goal: to craft exceptional automobiles where technique meets emotion. The entire Motor Valley becomes a playground for this philosophy, each car emerging as a one-off piece, shaped hand-in-hand with its owner.

FUORISERIE: The Art of Personalization

Bearing a name steeped in history—Fuoriserie, meaning “out of series”—this pillar pushes individuality to its peak. The program allows every client to transform their vehicle into a completely bespoke work of art.

Dedicated teams develop new aesthetic languages that blend innovation with brand heritage. Materials, colours, textures, and technical components are all tailored with precision. Each car becomes the embodiment of a personality, a taste, a story. With rigorous quality standards, every vehicle is certified as a unique creation.

Personalization is now available across the global network, allowing any client to access this exclusive experience.

LA STORIA: Preserving and Celebrating Heritage

The Italian soul can only be understood through its past—and BOTTEGAFUORISERIE knows it. Under the La Storia label, the initiative restores, certifies, and celebrates the historic vehicles of both marques.

Through the Officine Classiche, the official restoration activity is expanded and strengthened. Vintage models are not only brought back to life but reinterpreted in a dialogue between eras—tradition and modernity in harmony, without betraying their essence.

The experience extends into the museums: in Arese, the Alfa Romeo Museum continues to tell the brand’s story through its icons; in Modena, the recently reopened Maserati Umberto Panini Collection offers a journey through over a century of creations. BOTTEGAFUORISERIE thus becomes a bridge between generations.

CORSE: Performance as a Way of Life

Racing lies at the very core of both Alfa Romeo and Maserati, and the Corse pillar celebrates that legacy. Here, competition becomes a testing ground for innovation. Engineers develop cutting-edge technologies to enhance the road performance of Italian supercars.

Maserati Corse stands as the international showcase of this pillar, strengthened by its recent success in the GT2 European Series, where it claimed the title in the AM category. Motorsport acts as a catalyst for research in aerodynamics, chassis, and powertrain—always in the spirit of Italian artisanal excellence.

Three Voices, One Ambition

The leaders of both brands emphasize the strategic and cultural significance of this alliance. Santo Ficili (Alfa Romeo/Maserati) calls it “a new era, a symbol of Italian creativity and craftsmanship,” highlighting the trust placed in Cristiano Fiorio, the project’s architect.

Jean-Philippe Imparato, CEO of Maserati, describes it as “the meeting point between vision and reality, where dreams become tangible.”

Finally, Cristiano Fiorio, now head of BOTTEGAFUORISERIE, sums up the philosophy of the initiative: “Performance is an expression of culture. Creating beauty is an art.”

A New Chapter for Italian Automotive Luxury

BOTTEGAFUORISERIE is far more than a marketing initiative—it is a cultural manifesto. By uniting Alfa Romeo and Maserati in one creative dynamic, Stellantis reaffirms Italy’s place as the global cradle of automotive design, passion, and performance.

This centre of excellence blends past, present, and future into a single creative motion: preserving memory, driving innovation, and celebrating mechanical emotion. Each car born here will be a symphony of engineering, art, and culture—crafted for a unique client and a timeless legacy.

BOTTEGAFUORISERIE is now operational: a workshop where the future is shaped by artisans’ hands, and the Italian soul finds its voice in engines and emotions.