Alfa Romeo and Maserati Joining Forces to Create Never-Before-Seen Performance Cars
Alfa Romeo makes some truly amazing cars. So does Maserati. So what would happen if you combined the two automakers and had them come up with some one-off or few-off creations? We’re about to find out.
The new banner, which intermingles the two Italian automakers’ histories and expertise, will be called BottegaFuoriserie. The project is led by Cristiano Fiorio, who has been serving as Head of Alfa Romeo Global Marketing and Communication. He will be reporting to Alfa Romeo CEO and Maserati COO Santo Ficili.
What does BottegaFuoriserie mean?
“Bottega is the place where Alfa Romeo and Maserati custom-built cars are created, designed, developed, and built, with engineering excellence that brings together the best designers, technicians, and engineers in the industry,” the companies said in a press release announcing the new project.
Fuoriserie is “the ultimate personalization program.” Every customer will have “the opportunity to turn their car into a unique model, an expression of their own personality.”
Two examples of these limited edition projects already in the pipeline are the Alfa Romeo 33 Stradale and the Maserati MCXtrema.
The new BottegaFuoriserie project will be wide-reaching
The BottegaFuoriserie project will also utilize the technology and engineering it develops in the motorsports arms of the two companies. The project will also take on the task of restoring and certifying vintage cars, as well as creating archives and museums.
“This launch is more than the creation of a new initiative – it is the symbol of a new era for Alfa Romeo and Maserati,” said Santo Ficili. “It represents our unwavering belief in the power of Italian creativity, engineering, and craftsmanship.
“I am proud to entrust this mission to Cristiano Fiorio; his exceptional work on projects like the Alfa Romeo 33 Stradale and our motorsport programs has demonstrated not only technical mastery but also a deep emotional connection to the soul of our brands. This is the first milestone in a broader transformation that will define the future of both Alfa Romeo and Maserati.”
