MODENA (ITALPRESS) – “Maserati is synonymous with Italian luxury around the world, and celebrating this concept at the highest level means putting the customer’s wishes first in everything we do and, especially, in the creation of exclusive cars.” With these words, Maserati CEO Santo Ficili presented at a Digital Premiere the Trident brand’s newest addition: the New Officine Fuoriserie, “yet another bespoke experience, a new chapter in the history of our brand that celebrates our tradition of craftsmanship excellence and innovation.”
As the name suggests, the new facility located in Modena intends to start by listening to the customer to give him or her the opportunity to customize every aspect of their car: from body colors to interior materials to the most particular detail of the trim, fully immersing themselves in the configuration process.
An 11-million euro investment for the brand for a 4,000-square-meter facility where 40 highly specialized people currently work (with an achievable maximum of 110 employees) capable of customizing up to a maximum of 24 cars per day thanks in part to the reduced setup times of the machinery. In the new Workshops more than 20 stations are ready to paint models from the entire range such as Grecale, MC20, GT2 Stradale, GranTurismo and GranCabrio every day.
Both in-person and from digital platforms, customers can connect directly with designers and follow all stages of the process. It starts from the showroom, in a renovated Fuoriserie area/lounge dedicated to the Maserati customer, full of Catalogue or Bespoke materials, including an innovative configurator, where the first choices are approached with a constant dialogue between the Fuoriserie teams and the designers of the Maserati Style Center. We then move on to the pre-existing painting area, where preparation for manual painting and quality controls take place.
Then we come to the new innovative painting area for a high-tech process. Here after the automated painting is divided into three stages: cleaning room; robotic painting and resting, baking at 80°C, double baking. The handcrafted customization of details is finished.
There are two levels of customization. The first is the catalog, where, to help navigate through thousands of possible combinations, two collections (Fuoriserie Corse and Fuoriserie Futura) have been identified; the second, is the Bespoke world of “made-to-measure” in which cars are made with content specifically requested by the customer or unique examples on one-of-one cars.
In the Corse Collection, the protagonists are color-as-matter, inspired by the reinterpretation of historical hues.
The liveries are inspired by iconic racing cars, but reinterpreted in a contemporary way and made completely in paint and not stickers. Another sporty detail, but more sophisticated and subtle, are the dreamlines, color markings that emphasize the volumes of the body.
The exteriors are also enhanced by dedicated brake calipers, which add new colors to the range to match the liveries, as well as anodized color treatments and more outstanding and precious finishes such as polished. The interiors include new colors of the more heritage leather, inspired by vegetable-tanned leather, and contemporary upholstery, reminiscent of traditional combed melange wool. In the case of the Futura Collection, the Maserati Brand experiments with the combination of new materials derived from the fields of Interior, Product Design or Sportswear, where in addition to aesthetics, much attention is paid to the performance and sustainability of materials.
Color experimentation with body colors also sees more extreme or industrial shades combined with textured or matte finishes with interference pigments. Even the two-tone body on this collection becomes unexpected and extreme creating new, more graphic decompositions.
“Maserati is the ultimate expression of Italian lifestyle. Bespoke cars are our history, but also our future. That’s why that Fuoriserie program responds to a huge customer desire for customization in the luxury market. And if we are good, the goal could be to have every Maserati on the road different from the other,” said Giovanni Perosino, Maserati’s chief marketing officer.
Maserati’s ambition is one that looks to several particularly sensitive markets-South Korea and particularly Seoul; Japan where the automotive culture is very deep for Italian products: the United States particularly to areas such as California and Florida; the United Kingdom and Germany.
As CEO Ficili mentioned, the U.S. scenario remains constantly monitored both because of the uncertainties dictated by the possible tariffs announced by President Trump and the importance of the U.S. market for the brand.
As emphasized by Davide Baldini, Global Head of Fuoriserie – Personalization Program, “we are investing in Fuoriserie because it is a sector is growing: this year we have the ambition to reach a target of 20 percent and potentially we could have one in 5 cars with at least one Fuoriserie personalization detail.” At the Officine opening, Maserati also presented Maserati MC20 Cielo “Less is More..?”
It is a special MC20 Cielo customized with design content inspired by the Bauhaus art movement, full of fine details and intricate workmanship, such as a dedicated livery and specially designed body colors.
The exterior of this unique example flaunts geometries that run the length of the car, starting from the front to the rear. Thus, just as the Bauhaus current extolled simple, abstract forms in honor of a clean, minimalist aesthetic, similarly the Blu Corse Matte bodywork is enhanced by an exclusive livery with dots, lines, triangles and rectangles that go to form a stylized Trident on the engine compartment cover.
photo: Maserati press office
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