Maserati is giving customers the keys to creativity with the launch of a new program that allows buyers to design their own one-of-a-kind vehicles.
The Italian luxury automaker unveiled its new Officine Fuoriserie Maserati customization experience this week at its Modena headquarters. The program is designed to offer a deeply personalized design process, enabling clients to collaborate directly with Maserati’s team of designers and engineers to build truly bespoke automobiles.
Inspired by Maserati’s coachbuilding roots, Officine Fuoriserie—Italian for “custom workshop”—invites owners to tailor nearly every element of their vehicle, from paint finishes and interior materials to one-off details that reflect personal style or inspiration. Maserati says the program is intended to honor individuality and allow drivers to express themselves through their car like never before.
“The Officine Fuoriserie program is an invitation to enter our atelier,” said a company spokesperson. “It’s a journey where customers can go beyond traditional configurations and bring their unique vision to life.”
While the standard Maserati lineup already offers high-end finishes and exclusive options, this new initiative takes customization a step further. Owners can now specify rare materials, bespoke color combinations, unique badging, and even request engineering tweaks for certain models.
Although pricing for the new program hasn’t been disclosed, it’s expected to significantly exceed base model costs due to the high level of craftsmanship and bespoke elements involved. Production will remain limited to maintain exclusivity.
Maserati joins a growing list of luxury automakers offering ultra-custom design experiences, including Ferrari’s Tailor Made and Lamborghini’s Ad Personam divisions. With Officine Fuoriserie, Maserati aims to compete directly in that rarefied realm, reinforcing its place among Italy’s elite automotive marques.
The brand says it will begin showcasing client-designed models from the program later this year.