Maserati opens bespoke program

The program called Officine Fuoriserie Maserati is intended to offer customers limitless customization options.

Maserati MC20 Cielo Less is More bird's eye view — *Maserati showed this MC20 Cielo Less is More model as an example of the capabilities of its bespoke program. – Maserati S.p.A. photo*

High-end Italian automotive brand Maserati is entering the bespoke customization game.

The automaker announced the opening of its Officine Fuoriserie Maserati program, which is said to offer no limits to customers’ wishes.

The program runs at Maserati’s plant on Viale Ciro Menotti, Modena.

“Maserati is synonymous with Italian luxury around the world and celebrating this concept at the highest level means putting the customer’s desires first in everything we do, especially in the creation of exclusive cars through the Fuoriserie program,” said Maserati CEO Santo Ficili in a news release. “The attention to detail and needs of those who decide to buy a Maserati is what distinguishes us: with the new Officine Fuoriserie Maserati, we offer an additional tailor-made experience, a new chapter in our brand’s history to celebrate our tradition of excellence in artisanship and innovation.”

Two levels of customization

The automaker said there are two levels of customization.

The first level is based on a catalogue. Customers can choose from two collections, Fuoriserie Corse and Fuoriserie Futura, to orientate them through thousands of combination possibilities.

The second level is the bespoke “tailor-made” programs in which cars are created with content requested by the customer as unique one-of-one models.

Maserati MC20 Cielo Less is More view of front — *Maserati’s bespoke program can paint as many as 24 cars a day. – Maserati S.p.A. photo*

Where and when

The program is still evolving and expanding, Maserati said.

The work begins in a showroom in a renovated Fuoriserie lounge at Maserati’s historic Modena headquarters, where customers can look through materials from the catalogue or bespoke offerings and go through a configurator where initial decisions can be made.

Then the cars get their colours.

The bespoke program involves a specialized painting program.

Maserati said there are more than 20 workstations ready to paint the vehicles every day and its revamped paint shop can paint as many as 24 cars per day.

At full capacity, the program is expected to employ 110 employees.

More information is available on the Maserati website.