At the historic Maserati plant on Viale Ciro Menotti, Modena, a space dedicated to the most refined customization of the House of the Trident’s cars has been created: in the new Officine Fuoriserie Maserati, there is no limit to customers’ wishes and the configuration process is enriched with an innovative painting line to produce the Maserati of their dreams.
A century has passed since the hand of his brother and artist Mario Maserati designed the famous emblem, drawing inspiration from the statue of the Roman god Neptune in Bologna’s Piazza Maggiore. The symbol then found its place on the grille of the Tipo 26, making its debut the following year at the Targa Florio and beginning the glorious history of the manufacturer’s cars, first on the track and then on the road. 2025 is the year of the Trident.
This is not just a logo, it is a symbol of heritage and innovation, of desires and luxury, of Maserati’s nature to always focus every decision-making process on the customer, to exalt their desires and make them possible.
As such, the future of luxury is shaped, partly through customisations via the Fuoriserie Programme, with bold investments in bespoke design and technological innovation.
Santo Ficili, Maserati CEO: “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 programme. 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”.
“The home of the new Officine workshops is in the historic Modena plant”, Ficili went on. This area is the beating heart of an extraordinary brand, the longest-lived in all of Italy’s Motor Valley, with the ability to bring to the world a unique vision of performance and design: the opening represents a major investment in the Modena site and its people, demonstrating the brand’s commitment to the local community and at the same time, creating new opportunities for growth”.
Maserati Fuoriserie customisation programme
Fuoriserie is the embodiment of Maserati’s bespoke artisanship. It is a process that stems from listening to the customer and provides the opportunity to customise every aspect of their car, from the body colours and in-car materials to the most minute detail of the finishes, with complete immersion in the configuration process.
Indeed, it offers access to a wider range of body colours, liveries, brake callipers, rims and interior combinations. Maserati Fuoriserie customers thus become the stylist of their car, using a personal designer.
There are two levels of customisation: the first is the catalogue where, to assist in orientation through thousands of possibilities for combinations, two collections have been identified (Fuoriserie Corse and Fuoriserie Futura); the second is the Bespoke world of “tailor-made” in which cars are created with content specifically requested by the customer or as unique one-of-one models.
The custom-built collections are dedicated to fans of timeless style and loyal enthusiasts for Maserati history. The Corse collection is inspired by the brand’s glorious heritage on the track, whereas Futura is designed for futurists who embrace change with enthusiasm and energy and are curious about the most avant-garde proposals.
Collezione Corse: for fans of timeless style and gentleman drivers. The inspiration in this case is drawn from the past, from Heritage racing. The main features are colour, as a material, inspired by the reinterpretation of historical shades. The liveries are inspired by iconic racing cars, reinterpreted with a contemporary flair and made entirely of paint, with no decals. Another sporty detail, but more sophisticated and subtle, are the dreamlines, chromatic signs that emphasise the volumes of the bodywork.
The exteriors are also embellished with dedicated brake callipers that add new colours to the range to match the liveries, as well as anodised colour treatments and more outstanding, prestigious finishes such as polish. The interiors are joined by new, more heritage-based leather colours, inspired by tanned vegan leather, and contemporary upholstery, reminiscent of traditional combed melange wool.
Collezione Futura: for futurists, fans of technology and new materials, people who welcome and encourage every change with enthusiasm and energy.
This collection – based on the concept of material and chromatic experimentation, with the support of technological innovation – stands as a stylistic workshop where the Maserati brand experiments with the combination of new materials derived from the interior design, product design and sportswear industries. In addition to aesthetics, a great deal of attention is paid to the performance and sustainability of the materials.
The chromatic experimentation of body colours also sees more extreme or industrial shades combined with textured or matte finishes with interference pigments. Even the two-tone of the bodywork in this collection becomes unexpected and extreme, creating new, more graphic breakdowns.
Finally, the pinnacle of tailoring is reached with the Bespoke cars, where the experience becomes unique and creativity knows no limits. It is the freedom to bring the customer’s vision to life in a completely unique way, forging an exclusive relationship between Maserati’s creative department and the cars’ owners, to configure an exclusive model
Bespoke is the facet of the Fuoriserie customisation programme whereby dreams come true, allowing a reflection of extraordinary individuality to emerge.
Officine Fuoriserie Maserati and new paintwork area
The Fuoriserie programme is evolving and expanding, aiming at offering an even more unique experience. It has been given a dedicated space within the historic headquarters in Modena, at Maserati’s home for over 80 years. This is where the Officine Fuoriserie have opened: technology meets artisanship, while creativity and customisation know no limits thanks to the possibilities of painting all the models in the current range.
Officine Fuoriserie is a comprehensive tailor-made journey where the experience of buying a car is all-encompassing and seamless, from the initial configuration to the dedicated delivery to the factory.
It all begins in the showroom, in a renovated Fuoriserie lounge area dedicated to the Maserati customer, full of materials from the Catalogue or Bespoke, with an innovative configurator created for the bespoke world, where initial decisions can be made in constant dialogue between the Fuoriserie teams and the designers of the Maserati Centro Stile.
We then move on to the pre-existing painting area, where the preparation for the manual paintwork and quality controls take place. Then we arrive in the new innovative paintwork area, for a very high-tech process.
After the automated painting, it is divided into three stages: cleaning room; robotic painting and resting, firing at 80°C, double firing. The artisan customisation of the details is then finished.
In the new Officine, more than 20 workstations are ready every day to paint the models in the range, such as the Grecale, MC20, GT2 Stradale, GranTurismo and GranCabrio.
The latest technologies cover a dedicated surface area of 4,000 m2, with an innovative paint shop that offers customers a wide choice of colours that are constantly evolving both chromatically and in terms of technology, as well as a broad palette of liveries inspired by the brand’s Racing and Heritage DNA.
At full capacity, the new project could eventually involve up to 110 highly specialised employees, 40 of whom have already been trained in ensuring the highest quality for all Maserati tailor-made cars.
The line is the perfect synthesis of the most advanced technologies and the most refined artisanship. The revamped paint shop can complete work on 24 cars per day, in up to eight units per shift, for a total of 24 potential colours on a daily basis.
