Maserati Says 1 in 4 Orders Got Fuoriserie Options in 2026

Maserati says one in four vehicles ordered in 2026 included options from its Fuoriserie customization program, while 80% of GT2 Stradale customers selected special colors or exterior and interior finishes. The figures were released November 4 as Alfa Romeo and Maserati marked the first anniversary of their joint BOTTEGAFUORISERIE operation.

The numbers are manufacturer-reported and were not accompanied by unit totals, regional breakdowns or average option spending. They nevertheless show that personalization has become a meaningful part of Maserati’s product strategy rather than a small collection of display cars. Chiefs Review has not commissioned, inspected or driven a Fuoriserie vehicle.

Bottega and Fuoriserie serve different customers

BOTTEGAFUORISERIE was introduced on November 4, 2025, linking specialists in Modena, Turin and Arese. Its name joins two related but different activities. Bottega develops one-off and few-off cars with direct design and engineering involvement, while Fuoriserie applies customer-selected paints, materials, liveries and details to production models.

That distinction matters when interpreting Maserati’s sales claim. The one-in-four figure refers to Maseratis ordered with Fuoriserie options, not to one-of-one coachbuilt vehicles. The company says customization content expanded across its model range in 2026, with particular emphasis on Grecale, GranTurismo and GranCabrio.

Maserati reports that the added Fuoriserie content on those model lines represented an average 20% increase. The release does not define whether that percentage measures available choices, customer uptake, option value or another internal metric, so it should not be treated as a revenue-growth figure.

The GT2 Stradale is the clearest proof point

The 80% take rate for GT2 Stradale customization is the most specific commercial detail in the announcement. Maserati says buyers most often used Fuoriserie for exclusive body colors and special exterior or interior finishes. It also credits the GT2 Stradale and MCPura with helping increase sales of its one-off creations by more than 500% compared with previous years.

That 500% claim lacks a disclosed baseline and total volume. A large percentage increase can begin from a very small number of cars, especially in the one-off segment, so the figure establishes direction more clearly than scale.

The program’s most visible projects included the GT2 Stradale “Tribute to MC12” and MCPura Cielo Tributo 1926. Our earlier report on the MC12 displayed beside its bespoke GT2 Stradale successor explains how Maserati has used historic racing references to shape modern limited models.

Alfa Romeo’s 33 Stradale shows the Bottega approach

On the Alfa Romeo side, the 33 Stradale provided the platform for several owner-specific interpretations during 2026. The company highlighted a green-liveried example inspired by the GTA, GTAm and 33 Bertone Carabo; the first U.S. delivery in Rosso Villa d’Este with a white stripe and number 14; the exposed matte-carbon “Perla Nera”; and a Paris-themed car with damask graphics around the Quadrifoglio.

These are examples of Bottega’s few-off and one-off work rather than ordinary trim packages. Alfa Romeo and Maserati describe customers as co-creators, but the release does not disclose project prices, production times, eligibility rules or how many commissions the operation can complete each year.

The company also confirmed that another BOTTEGAFUORISERIE project under the Alfa Romeo brand is in development, following a preview at Stellantis Investor Day in May 2026. No name, body style, powertrain, production quantity, launch date or market availability was announced. Reports that try to identify the car go beyond what Alfa Romeo has confirmed.

Heritage work is becoming a formal business activity

A third pillar, called La Storia, covers museums, archives, certification and restoration. Maserati Classiche passed its 100th Certificate of Authenticity in 2026, awarding that certificate to a 1959 3500 GT Convertibile Vignale prototype. Other certified cars included a 1957 Maserati 200S, a 5000 GT Frua and a 2001 3200 GT Assetto Corsa.

Certification does not automatically establish a vehicle’s market value, but it can document provenance, specification and originality for collectors. The program also lets Maserati connect current personalization work with vehicles such as the 1972 Ghibli SS; our Ghibli SS and 590-hp GranTurismo report examines that past-and-present pairing.

Alfa Romeo’s heritage activity includes Officine Classiche restoration and certification, the Museo Storico Alfa Romeo in Arese and support for historic-car events including the Mille Miglia. The museum marked 50 years since its inauguration during the same period.

The Corse pillar connects road-car storytelling to racing

BOTTEGAFUORISERIE’s fourth pillar is Corse, intended to transfer racing expertise into product development and brand identity. Maserati cited its GT2 competition program and the Project GT4 revealed at the 2026 Goodwood Festival of Speed.

The company now says Project GT4 is in development for an official racing debut in 2028. It is based around the technical and design direction of the current GranTurismo and is intended to compete alongside the GT2 program. The announcement does not provide homologation details, customer pricing, series eligibility or a testing schedule.

Maserati also used Fuoriserie liveries to connect racing history with current cars. A May presentation at Monza referenced the Maserati 250F, while September’s TUTTO BENE Hillclimb featured designs inspired by the 1958 Eldorado. Those projects demonstrate the business logic behind combining customization, heritage and motorsport inside one operation.

What the anniversary numbers do—and do not—show

The first-year results suggest that affluent buyers increasingly expect personalization to be integrated into the ordering process. A 25% Maserati-wide participation rate and 80% on the GT2 Stradale support that conclusion, even without transaction values.

They do not prove that customization has materially improved Maserati’s profitability or overall sales. Stellantis did not publish revenue, margin, total vehicle count or customer-retention data for BOTTEGAFUORISERIE. The useful takeaway is narrower: bespoke content is now common on Maserati’s most specialized products, and the group is building a structure that connects those orders with heritage and racing programs.

Sources and image credit

Primary source: Alfa Romeo and Maserati’s November 4, 2026 BOTTEGAFUORISERIE anniversary announcement. All order shares and growth percentages are company-reported figures.

Featured image: illustrative 2026 Maserati GT2 Stradale; it is not the “Tribute to MC12” one-off. Photo by Charles via Wikimedia Commons, released under CC0 1.0. No changes were made.