Alfa Romeo and Maserati Unite to Craft a New Chapter in Italian Automotive Art
Two of Italy’s most storied marques, Alfa Romeo and Maserati, are joining forces on an ambitious new project called BottegaFuoriserie — a celebration of craftsmanship, technology and heritage under one roof. The two Stellantis-owned brands will use a shared creative hub to develop limited-edition models, restore historic rarities and redefine the boundaries of automotive personalisation.
The project revolves around four evocatively named divisions. Bottega focuses on the creation of ultra-limited production cars, akin to the Alfa Romeo 33 Stradale or Maserati MCXtrema — modern expressions of bespoke Italian engineering.
Fuoriserie handles personalisation for series-production cars, allowing clients to tailor every detail of their vehicle with the precision and individuality of a bespoke suit.
The third pillar, La Storia, is dedicated to the restoration and certification of classic Alfa and Maserati models, preserving their heritage while enriching both brands’ museum collections. Finally, Corse adds a motorsport dimension, blending race-bred innovation with road-car technology. Lessons from the track will feed directly into the next generation of performance cars.
Distinct Identities, Shared Vision
As Autoweek emphasises, this is not a merger but a creative collaboration. Alfa Romeo and Maserati will remain distinct in spirit — the former driven by sporting passion, the latter by refined luxury — yet they will share know-how, facilities and design culture. BottegaFuoriserie stands as an homage to Italy’s “Motor Valley” tradition, where artistry, precision and emotion converge.
The Art of Tailored Engineering
The project will be led by Cristiano Fiorio, tasked with coordinating both brands and ensuring every creation embodies Maserati’s elegance and Alfa Romeo’s racing soul. According to Magneto Magazine, BottegaFuoriserie opens the door to an unprecedented level of exclusivity, from bespoke paint finishes and hand-stitched interiors to mechanical tuning shaped by the customer’s own preferences.
This isn’t merely another luxury division. It reflects a broader shift in the automotive world, where brand value grows not through mass production but through personal experience. Alfa Romeo and Maserati are selling more than machines — they’re offering dreams on wheels.
Yet the strategy carries its own risks. If limited editions and “special projects” become too common, exclusivity itself may lose its lustre. For now, though, BottegaFuoriserie looks set to rekindle the essence of Italian carmaking — intimate, emotional and unapologetically handcrafted.
