Maserati Launches Officine Fuoriserie Program

Maserati has launched the Officine Fuoriserie customization program at its historic Modena plant, offering bespoke options to expand its brand appeal and reverse declining sales. This program allows customers to personalize their vehicles extensively through two levels of customization: a catalog of curated combinations and a bespoke option for unique, one-off models. The initiative is seen as an effort to compete with similar programs by luxury automakers like Aston Martin and McLaren. Maserati's CEO, Santo Ficili, emphasizes the brand's commitment to Italian luxury and its rich heritage by investing in the Modena facility. The new customization workshop can produce up to 24 personalized vehicles per day, aiming to increase the share of bespoke orders. Despite the challenges, including a failed business plan and potential U.S. tariffs, Maserati is dedicated to revitalizing its brand within the Stellantis group.