With the expansion of Maserati’s Fuoriserie program, buyers now have more power than ever when personalising their vehicle. The program offers a suite of customisation options for the Modena brand’s new cars to channel its rich heritage through their lens.

Maserati is currently undergoing a radical shift in its identity, tapping back into its racing heritage with cars like the MC20 while also embracing the future with a growing selection of hybrid and electric vehicles. However, in a changing world where customers are more inclined to personalise their luxury items, Maserati is rethinking the approach it has taken to the customer, relying not just solely on the brand’s prestige to sell cars but placing emphasis on engagement and collaboration again.

“It is important for the brand to have a clear purpose which is to reconnect with the consumer,” says Fuoriserie program specialist Enrico Billi. “We realised that to project Maserati into the future, and we had to understand how fast and in which way the consumer tastes are changing. Through this program, every customer will be able to make their Maserati even more unique in a way reflecting their personality and originality.”

To see this vision come to life, the Fuoriserie program offers the customer the chance to extensively personalise within three different customisation themes. The Corse collection is a modern interpretation of the brand’s heritage race cars and is characterised by unique touches like racing stripe decals and vegetable-tanned leather. Unica is the brand’s attempt at combining the lifestyle of the modern-day Maserati driver with vibrant, contemporary colours and prints adorning both the interior and exterior of the car. Lastly, the Futura collection is about innovation and experimentation, allowing buyers to experiment with materials and combinations never applied before in an automotive setting.

“In Italian, Fuoriserie translates to something custom built to customer request, so it’s truly the perfect expression of what we want to do with high-performance cars,” Billi continues. “What else could we call it? What we feel we have created is something that is totally new and innovative, authentic and true to the brand.”

The Modena Marque’s new personalisation program combines the concepts of past, present and future to create something thoroughly unique.