Two of the most legendary Italian car brands have just collaborated on a historic partnership that will surely rewrite the rules of how customized versions of luxury vehicles will be developed in the future. The Stellantis company has launched Bottega Fuoriserie, an innovative workshop that brings the collective talent of brands Maserati and Alfa Romeo, all located in the prestigious automotive district of Milan.
How four specialized divisions revolutionize automotive customization
Bottega Fuoriserie is active in the market with its four different lines, each catering to different aspects of car excellence. Bottega is the line that concentrates on the production of ultra-limited edition vehicles, ranging from the Alfa Romeo 33 Stradale to the Maserati MC Xtrema, which are the embodiment of the highest levels of Italian engineering skills.
The Fuoriserie division deals with the personalization of customers’ cars, offering exclusive design teams who work on both series production vehicles as well as special edition ones. The service is available across the global network of car dealership chains, meaning that customers from different parts of the world are able to personalize their vehicles with the help of Italian design talent.
The Corse division is also engaged in research, innovation, and the development of performance, encompassing design, engines, and suspension components for the benefit of the two brands. Such innovation is the result of the synergy created between the racing heritage of the Alfa Romeo brand and the luxurious engineering capabilities of Maserati, leading to the development of much better-performing vehicles.
Why La Storia preserves Italian automotive heritage
The La Storia division is fully committed to the restoration of the heritage of both the legendary brands, Maserati and Alfa Romeo, via the comprehensive restoration process of their vehicles. The Storia division is involved in reviving classic vehicular models with advanced technology integration, according to customized design considerations, thereby breathing fresh life into classic vehicles with the help of contemporary solutions in the field of engineering to match the respective vehicles with current dynamics, safety, and performance considerations.
Apart from the restoration activities, the “La Storia” also creates “Experience Centers” that double as archives or even museums, featuring the legendary stories of the two brands’ history. The program is designed to provide the future generations with the opportunity to enjoy the creations that made these brands legendary in the world of automobiles, while also learning about the history of Italian car design and engineering.
Key division functions:
- Bottega: Highly exclusive production models
- Fuoriser: Customized products or derivatives
- Corse: Performance research and development
- La Storia: Heritage preservation and restoration
What the partnership means for the future of the Luxury Automobile Market
What is actually revolutionary about Bottega Fuoriserie is not just the partnership between these two legendary brands but, rather, the visionary plan developed by Stellantis, which is about seeking synergies to maintain the strong identities of each of these brands, but also to leverage their respective skills to the fullest extent possible.
The project marks the start of a bold, innovative partnership between the world of prestige automobiles, in which each of the brands retains its unique ‘personality’ while sharing their respective competency in advanced technology, their skills, or their passion to craft quality, with their consumers tapping into the benefits of the ‘best-of-breed’ options available from the partnership, including the expertise of reviving the legendary vehicles from both brands.
Bottega Fuoriserie redefines the future of car cooperation, showing that legendary brands can be combined without losing their special characteristics. This innovative platform is the future of the premium car service, because heritage converges with innovation, and the quality of work overcomes the borders of brands. Such an event puts the successful future of both brands, Alfa Romeo and Maserati, into perspective in the highly competitive car market.