Maserati confirmed that it’s following the lead of some of its rivals by giving its buyers a new vehicle customization service called Fuoriserie that attempts to give customers a fresh perspective on its products while also giving them the opportunity to expand their ability to personalize their vehicles as the company attempts to reverse a recent slide in sales that it has been carrying like an unwelcome ball and chain tied to its tailpipes.
Maserati says the options for Fuoriserie personalization are nearly limitless
Called Fuoriserie or “out of series,” the program follows the lead of other vehicle customization programs that we have seen from Ferrari, Aston Martin, and more when it comes to some of the core essentials and how the process is carried out. However, unlike a company like Ferrari, Maserati will not be limiting customers to choices (i.e. color) that the company finds acceptable. Instead, the company will actively work with customers to create the Maserati of their dreams and will leave no stone unturned in that regard. The only time a customer will ever hear the word “no” from Maserati is if a request is either beyond their ability or might cross into uncertain ethical or legal territory (no real alligator skin seats for example.)
“The decision to proceed or not with a customer’s request will be based on considering safety, and secondly, quality,” global head of Fuoriseries Davide Baldini revealed during an online press conference with media. “If we are doing a study and we are sure that the quality of an interior material or finish will be OK for the customer and we will not have an issue in the future, we can go ahead. Otherwise, we cannot. Our process is to protect the customer, the customer experience, and the customer investment.”
This also extends into protecting the homologation of the cars themselves with the Fuoriserie service not offering any form of body panel modifications. As long as a customer is willing to abide by those guardrails, the room for customization is vast and the company is willing to do anything it can to appeal to a customer’s desires (no matter how unique or eccentric they are.) The Fuoriseries program is split into two distinct parts, Corsa and Futura with Corsa serving as the base version of the program while the Futura builds are focused on bespoke one-of-a-kind builds.
MC20 Cielo custom spearheads the Fuoriserie package
To drive home the point, Maserati and Fuoriserie released a special version of the MC20 Cielo called “Less is More…?” with the car featuring paintwork that carefully blends glossy and matte paint colors together for a unique look which was inspired by the Bauhaus art style. Maserati pointed out that while it may look like the company used vinyl stickers for the stripes, that’s not the case, and the look is achieved with specialized formula and color balancing of the various paints involved. The wheels also get yellow center caps and a small red accent line that encircles the perimeter of the rims.
For now, the Fuoriserie treatment will only be available on the MC20, GranTurismo, and the Grecale SUV but if Maserati launches any new models, look for them to perhaps have access to this bespoke customization program too. Pricing wasn’t revealed, but as is the case with Aston’s Q service and other similar customization services, expect the custom add-ons to add a large chunk of change to the price tag of your prospective Maserati purchase.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.