Maserati Expands Fuoriserie Customization Before Turnaround

Maserati is doubling down on its high-end customization offerings through its Fuoriserie program as it works to turn around its struggling sales performance. Stellantis’ Italian luxury brand announced an €11 million ($11.87 million) investment in its historic Modena headquarters to enhance its personalization services.

According to Reuters, Maserati’s sales have sharply declined, with only 11,300 units sold last year compared to 26,600 in 2023. The brand also reported an adjusted operating loss of €260 million ($284 million). With its overall business plan under review, the company aims to reverse this negative trend. CEO Santo Ficili, who took the helm less than six months ago, emphasized the importance of restoring profitability.

Luxury Personalization Takes Center Stage – 

Maserati’s expanded Fuoriserie program, housed in a new department called “Officine Fuoriserie Maserati,” focuses on bespoke paintwork and interior trim customization. The company aims to increase special orders to 20% of total production, up from 12% last year, with the capacity to produce up to 24 personalized vehicles per day.

Davide Baldini, Maserati’s Global Head of Fuoriserie, stated that the initiative aligns with the growing demand for exclusivity among high-end car buyers. By offering extensive customization options, Maserati hopes to strengthen its position in the luxury car market despite facing broader financial challenges.

U.S. Market and Potential Tariff Challenges – 

Maserati is also closely monitoring potential U.S. automotive tariffs set to be introduced next month by President Donald Trump. While there is uncertainty about whether these tariffs will be postponed, Ficili acknowledged that Maserati is prepared to reposition its products in America if needed. “For us, America is fundamental,” he noted.

Despite the setbacks, Stellantis has denied speculation about selling the Maserati brand. Instead, the company is focusing on improving its profitability and strengthening its global presence.