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BottegaFuoriserie: Alfa Romeo and Maserati Working Together, but Definitely not Merging

BottegaFuoriserie is a new joint enterprise from Alfa Romeo and Maserati, but it is not a merger. The two iconic Italian Stellantis brands, both based in Italy’s “Motor Valley,” will remain separate but will now work together on exclusive projects under the BottegaFuoriserie name. The new division will combine the expertise of both brands to focus on exclusive one-offs, “few-off” limited editions, bespoke customizations, heritage restorations, and race engineering, aiming to spread their “Italian-ness” around the world.

A Strategy to Rival Ferrari

The launch of BottegaFuoriserie is a smart strategic move, mirroring the successful, high-margin programs (like Tailor Made, Corse Clienti, and Classiche) that have allowed Ferrari to build its exclusivity for decades. This venture aims to remind consumers that there are other legendary Italian brands with deep roots, such as Alfa Romeo (where Enzo Ferrari got his start) and Maserati (of “Birdcage” racing fame).

Cristiano Fiorio, the general manager of BottegaFuoriserie, vigorously denied any brand fusion: “We have two amazing brands, and we don’t need another one… What we need is a division that puts together the excellence from both of us.”

The Four Pillars of BottegaFuoriserie

The work of the new entity will be divided into four distinct missions:

Bottega: Handling one-offs and low-volume collector cars, such as the $1 million Alfa Romeo 33 Stradale (33 units) and the $1.5 million track-only Maserati MCXtrema (62 units).
Fuoriserie: Concentrating on customer personalization of more mass-produced models through dealership representatives.
La Storia (The History): Preserving and promoting both brands’ histories, including managing historical museums (like the Alfa Romeo Museum and the Panini Maserati Collection) and offering factory-correct restoration services.
Corse (Racing): Targeting performance, R&D projects, and racing support.

A Focus on Profitability and the Future

This move is also an answer to recent financial woes and rumors that Stellantis might sell off brands. By focusing on limited-edition exotics, which sell out quickly at high prices, BottegaFuoriserie is designed as a profit center.

Santo Ficili, CEO of Alfa Romeo and COO of Maserati, stated, “Alfa is about performance and Maserati luxury, and we can work together to reach a good result, both for customers and for the company.”

The new venture will continue to work with legendary coachbuilders like Pininfarina and Zagato. While the immediate focus is on Alfa and Maserati, officials noted that Lancia, with its “storied history,” could possibly be included in the future. The division will also embrace the electric transition, figuring out how to incorporate the brands’ EV models (like the Maserati Folgore line and the Alfa Romeo Junior EV) into this new bespoke enterprise.

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