Stellantis launches new BottegaFuoriserie initiative

It was just a year ago that Stellantis CEO Carlos Tavares stated that the group would not hesitate to axe brands under its portfolio for the sake of its financial health but (for now at least) there seems to be renewed interest by the automotive giant in expanding the presence of its Italian brands Alfa Romeo and Maserati.

The two marques are now set to work together on a new initiative, named BottegaFuoriserie.

The new BottegaFuoriserie will be where future custom-built cars from Maserati and Alfa Romeo are created, designed, developed and built

Described as a new creative hub, this new initiative aims to leverage on the greater expertise of what Stellantis describes as the enlarged Motor Valley region - encompassing Piedmont, Lombardy and Emilia-Romagna and extending from Modena all the way to Turin.

The initiative will also bring together the excellence of Alfa Romeo and Maserati to shape the future of bespoke automotive experiences.

It will take on the development of new few-offs for both firms (hence the 'Bottega' in its name - Italian for 'workshop') and will take over projects related to the Alfa Romeo 33 Stradale and the Maserati MCXtrema.

It is also set to take on the personalisation projects that both firms will offer (hence the 'Fuoriserie' - previously the name given to Maserati's personalisation programme). Stellantis states that this will allow both brands to explore new creative vernaculars while remaining faithful to their own aesthetic codices.

BottegaFuoriserie will also be responsible for maintaining the historical heritage of Alfa Romeo and Maserati while transforming the motorsport know-how of both brands into innovation for the super cars of both brands

The new BottegaFuoriserie initiative will also be tasked to preserve the historical heritage of both brands - including the restoration of vintage cars and the creation of archives and museums alongside the care of experience centres for both brands including the Alfa Romeo Museum in Arese and the Umberto Panini Maserati Collection in Modena.

BottegaFuoriserie is also set to take the motorsport know-how from both firms to foster innovation in the development of future sports cars.

Alfa Romeo unveiled its new Junior crossover (initially named Milano) in April of 2024, while Maserati has recently made its move into the world of all-electric power with the launch of its Folgore models. Stellantis' efforts to build its Italian marques also last saw a significant boost when the group announced the revival of its Lancia brand in late 2022.