Motor Valley, November 4, 2026 – One year ago, BOTTEGAFUORISERIE was founded: a new center of Italian automotive excellence that brings together the extraordinary heritage and forward-thinking vision of Alfa Romeo and Maserati. Within this one-of-a-kind project, expert craftsmanship, technology, and meticulous attention to detail come together to champion the very best of Made in Italy and shape the future of the bespoke driving experience. Unveiled on November 4, 2025, BOTTEGAFUORISERIE extends from Modena to Turin and Arese, drawing on the wealth of talent and expertise across the wider Motor Valley: a birthplace of extraordinary cars that go above and beyond. The project is built around four pillars: the exclusive world of Bottega few-offs; the bespoke universe of Fuoriserie; ‘La Storia’, a celebration of extraordinary automotive heritage; and, finally, ‘Corse’, where racing know-how drives innovation.
Over the past twelve months, the new creative center has transformed a shared vision into a reality, bringing together the expertise of Alfa Romeo and Maserati and showcasing the identities of the two Brands through the four complementary pillars mentioned above. The journey has been marked by international debuts, extraordinary creations, and new exclusive experiences: from the two Brands’ first joint appearance at the Ultimate Supercar Garage in Paris to the most refined interpretations of the 33 Stradale, including the one-of-a-kind “Perla Nera®”—a name specifically chosen and registered by the customer to perfectly capture the car’s unmistakable all-black identity, inspired by the tactile and evocative qualities of carbon fiber; from the extreme performance of the Maserati MCXtrema to the exclusivity of the GT2 Stradale "Tribute to MC12" and MCPURA Cielo Tributo 1926, bespoke creations of the Maserati Fuoriserie program. The year also saw a series of events and engagements, from Brussels to Monte-Carlo, and from Modena to Trieste and Arese, as well as the development of new relationships with the international luxury media and increasingly direct connections with customers, who are themselves the protagonists and co-creators of these unique creations. This first anniversary is not only an opportunity to celebrate a successful and productive year, but above all the starting point for a new and ambitious phase of development.
With this spirit, BOTTEGAFUORISERIE is looking ahead, as highlighted by Cristiano Fiorio, Maserati General Manager of BOTTEGAFUORISERIE and Chief Marketing Officer: “We are proud of what we have achieved so far, thanks to the talent of our people and this combination of heritage, customization, and motorsport. BOTTEGAFUORISERIE goes beyond the automotive world, bringing together the culture of Italian craftsmanship and a contemporary vision of beauty, while opening a dialogue with the worlds of art, design, and creativity. But we are only getting started. The near future holds exclusive and innovative developments, including a new BOTTEGAFUORISERIE Project under the Alfa Romeo Brand, as previewed last May at the Stellantis Investor Day 2026. This project will highlight the passion, performance, and bold Italian character at the heart of Alfa Romeo's DNA, paving the way for further innovation. We will continue to transform this extraordinary heritage into new masterpieces and take Italian excellence to even greater heights, bringing our strategic vision to life.”
Fuoriserie: customization becomes identity
One of the areas that has seen significant growth during BOTTEGAFUORISERIE’s first year is Fuoriserie, the program that transforms customers’ desire for exclusivity into an authentic expression of their individuality.
The Fuoriserie program was expanded over the course of 2026, with new features introduced across all models, with a particular focus on the new Grecale, GranTurismo, and GranCabrio (representing an average increase of 20%). In addition, the development of new liveries and features further enhanced the bespoke offering, driving sales of one-off creations up by more than 500% compared to previous years, largely thanks to the MCPura and GT2 Stradale super sports cars. Overall, one in every four Maseratis ordered in 2026 featured Fuoriserie options, a share that rises significantly in the GranTurismo and super sports car segments. Most notably, 80% of Maserati GT2 Stradale customers chose Fuoriserie to customize their own Maserati with exclusive body colors or special exterior or interior finishes.
La Storia: a legacy that continues to inspire the future
Preserving the past means creating the conditions for it to continue inspiring the future. This philosophy lies at the heart of La Storia, the pillar dedicated to preserving and promoting Alfa Romeo’s and Maserati’s exceptional automotive heritage. Over the past year, Maserati Classiche has stepped up its activities, issuing certificates of authenticity, undertaking restoration initiatives, and increasing its presence at major international classic car events. One of the most significant milestones in 2026 was Maserati Classiche surpassing the 100th Certificate of Authenticity mark, a significant achievement for the program established in Modena in 2021 to preserve and promote Maserati’s historic automotive heritage. The 100th certificate was awarded to the 1959 3500 GT Convertibile Vignale Prototype, a true masterpiece of Italian design. Other vehicles certified this year include the legendary 1957 Maserati 200S two-seater; the 1960s 5000 GT Frua, the first example of this model to receive the prestigious certification; and the rare 2001 3200 GT Assetto Corsa, recently honored at the Villa La Massa Excellence 2026 Concours d'Elegance.
It was an equally significant year for the Museo Storico Alfa Romeo in Arese, which celebrated the 50th anniversary of its inauguration, underscoring its ongoing role as a vibrant meeting place for the Brand and its community of enthusiasts. This hub of technical and motorsport heritage continues to share its legacy through exhibitions, cultural initiatives, and special events dedicated to the history of the Biscione.
The Officine Classiche also enjoyed a busy and rewarding year, certifying and restoring numerous classic Alfa Romeo gems customers entrusted to the skilled technicians and restorers of Alfa Romeo Classiche. These same mechanics also supported Alfa Romeo’s participation in the Mille Miglia: an unforgettable journey across Italy that was met with a warm reception from the public. From Officine Classiche to the historical archives, from the museum spaces to major international events, BOTTEGAFUORISERIE helps preserve a legacy that continues to shape the design culture and identity of both Brands.
