Alfa Romeo and Maserati Unite for a New Era of Italian Excellence

In a bold move that redefines the essence of Italian automotive artistry, Alfa Romeo and Maserati have joined forces under a new project called BOTTEGAFUORISERIE — a name that translates roughly to “Custom Workshop.” Announced in Modena, the initiative unites two of Italy’s most legendary marques to celebrate craftsmanship, design, and performance across Italy’s expanded Motor Valley, stretching from Modena to Turin and Arese in the Milan province.

This new collaboration isn’t just another branding exercise. It’s a full-fledged creative and engineering hub dedicated to personalization, restoration, and performance innovation, all led by Cristiano Fiorio, reporting directly to Santo Ficili, CEO of Alfa Romeo and COO of Maserati.

A Vision That Marries Heritage and Modernity –

BOTTEGAFUORISERIE represents the pinnacle of Italian design philosophy — where passion meets precision, and history inspires innovation. It’s more than a facility; it’s an ecosystem where art, engineering, and emotion converge.

Under this banner, both brands will develop custom-built “few-off” creations, authentic restorations of historic models, and sensory experiences that explore materials, design, and technology in new ways. Every project will be born in Italy, crafted with the same attention to detail that made both marques global icons.

As Santo Ficili explained, “This launch is more than the creation of a new initiative – it is the symbol of a new era for Alfa Romeo and Maserati. 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.”

Four Pillars of Italian Ingenuity –

BOTTEGAFUORISERIE is organized into four key divisions that reflect the core spirit of each brand — Bottega, Fuoriserie, Corse, and La Storia (History).

Bottega – Turning Vision into Limited-Edition Masterpieces –

This is the heart of the new project — where dreams become tangible. “Bottega” will handle ultra-exclusive, hand-built creations like the Alfa Romeo 33 Stradale and Maserati MCXtrema, blending artisanal techniques with modern engineering.

Each car born here will be the result of direct collaboration between designers, engineers, and customers — an approach that guarantees each build is one-of-a-kind. Everything will be crafted in Italy, with meticulous care from concept to completion.

The Bottega division perfectly reflects the Italian tradition of coachbuilding, where limited numbers and individual craftsmanship make every car a collectible piece of rolling art.

Fuoriserie – The Art of Personalization –

If the Bottega builds one-of-one masterpieces, the Fuoriserie program brings custom design to a wider range of vehicles. Through this service, customers can personalize their Alfa Romeo or Maserati far beyond the typical trim levels.

A dedicated design team will work with clients to explore unique colors, materials, and finishes while staying true to each brand’s design DNA. Even production vehicles will have access to bespoke touches once reserved for concept cars.

From exclusive interior stitching to special body colors and tailored performance packages, Fuoriserie will give enthusiasts the freedom to express individuality in their vehicles — a growing demand in the luxury market.

La Storia – Preserving and Reimagining Heritage – 

Italian car culture is steeped in history, and BOTTEGAFUORISERIE ensures that legacy continues through La Storia. This division focuses on restoration, certification, and preservation of classic Alfa Romeos and Maseratis, while also creating modern interpretations inspired by those icons.

Projects under La Storia will be handled through Officine Classiche, the restoration and certification arm responsible for keeping legendary vehicles alive. Visitors can experience these efforts firsthand at both the Alfa Romeo Museum in Arese and the Umberto Panini Maserati Collection in Modena, which have been rejuvenated as part of this initiative.

As described in the announcement, “Every project launched under the ‘La Storia’ program is a dialogue between eras.” The goal isn’t just to restore the past, but to reinterpret it — bringing old designs to life with sustainable materials and advanced technology while maintaining their authentic spirit.

Corse – Racing Heritage, Modern Innovation – 

The fourth pillar, Corse, focuses on transferring lessons from the racetrack to the road. Motorsport has always been central to both Alfa Romeo and Maserati, and under BOTTEGAFUORISERIE, that tradition continues.

From aerodynamics to chassis development, Corse will collaborate closely with Italian suppliers to advance performance technologies. Maserati Corse, in particular, has been on a tear in GT racing — including a championship title in the GT2 European Series AM Class — serving as proof of what this new era can achieve.

Jean-Philippe Imparato, Maserati CEO, summed it up perfectly: “We are extremely proud to announce this extraordinary joining of forces between two iconic brands. BOTTEGAFUORISERIE represents the meeting point between vision and reality. This is where dreams will be shaped into reality, where the extraordinary becomes tangible. Guided by creativity and discipline, each project is the result of rigorous research and unwavering dedication.”

The Spirit Behind the Project –

At its core, BOTTEGAFUORISERIE embodies the Italian philosophy that performance is an act of culture and creating beauty is a form of art. It is an emotional and technical endeavor aimed at producing cars that transcend transportation — vehicles that stir passion, reflect individuality, and honor heritage.

General Manager Cristiano Fiorio put it best: “Being entrusted with the leadership of BOTTEGAFUORISERIE is both a profound honor and a thrilling challenge. This is somewhere where past, present and future converge – where we celebrate our heritage while daring to imagine what’s next. 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 honor the legacy of Alfa Romeo and Maserati, and to write the next chapter in their history with boldness, beauty and authenticity.”

A New Chapter in Italian Automotive History –

BOTTEGAFUORISERIE isn’t just about making beautiful cars — it’s about preserving and evolving the Italian spirit of automotive design. It’s where the past and future of two storied brands meet, fueled by the passion that made them legends.

Now fully operational, the hub represents a rare synergy in today’s automotive landscape — a place where heritage becomes inspiration and the future takes shape through the pursuit of “necessary and pure beauty.”

For enthusiasts, collectors, and dreamers alike, BOTTEGAFUORISERIE signals that Italy’s Motor Valley is alive and thriving — ready to build the next generation of masterpieces.