Bringing Italian Craftsmanship Excellence to Maserati & Alfa Romeo: Interview with the Head of BOTTEGAFUORISERIE / Lorenzo’s Perspective Vol.12

Buongiorno! I’m Akio Lorenzo Oya, an Italy-based journalist.

BOTTEGAFUORISERIE is a new project launched by Alfa Romeo and Maserati in November 2025. This time, I spoke with its director, Cristiano Fiorio.

Four Pillars of the Initiative

BOTTEGAFUORISERIE is an initiative that embodies Italy’s advanced craftsmanship spirit while exploring synergies in technology and intellectual property between Alfa Romeo and Maserati.

“Bottega” is the Italian word for “shop.” Compared to the more common synonym “negozio,” it’s an old-fashioned term. In central Tuscany, where I live, “bottega” is still more frequently used in everyday conversation. In other regions as well, there are examples of deliberately using it to evoke an old-world image. “Fuoriserie,” as automotive enthusiasts well know, refers to one-off custom-built vehicles.

BOTTEGAFUORISERIE is built on the following four pillars:

[BOTTEGA: Workshop]

A department for developing limited-production vehicles that reflect customer preferences. All processes from design to manufacturing are completed within Italy.

[FUORISERIE: Special Specifications]

Based on production vehicles, a dedicated design team proposes specifications that reflect user preferences.

[LA STORIA: History]

An initiative to preserve and utilize the historical assets of both brands. In addition to restoration and certification of historic cars, archive organization is also conducted.

[CORSE: Competition]

A department that incorporates technologies refined in motorsports into production vehicle development. In collaboration with Italian suppliers, the division advances technological innovation in high-performance vehicles.

The project will unfold across the regions of Emilia-Romagna, Lombardy, and Piedmont, collectively known as Italy’s “Motor Valley.” Needless to say, this area includes cities such as Maserati’s Modena, Alfa Romeo’s Arese, and Turin, which plays an important role in new vehicle development for both brands today.

Co-Creation with Customers as the Foundation

The person who agreed to this interview is Cristiano Fiorio of Stellantis. Born in 1972, Fiorio has built his career in marketing and public relations since the days of the predecessor company, Fiat Chrysler Automobiles (FCA). He worked on the 2023 “Alfa Romeo 33 Stradale” and numerous motorsport projects, and in October 2025 was appointed General Manager and Chief Marketing Officer (CMO) of Maserati and BOTTEGAFUORISERIE. Below is the Q&A.

Q: The Maranello hypercar brand has a special projects division that accommodates diverse customer requests. They also collaborate with external designers chosen by their clients. Is BOTTEGAFUORISERIE similarly prepared to respond to such requests?

Cristiano Fiorio (hereafter CF): BOTTEGAFUORISERIE is very open to customer requests, but at this point, we don’t have plans to accept external designers. Design will be done by our Centro Stile (Design Center). Instead, as we did with the “Alfa Romeo 33 Stradale” and “MCXtrema,” we invite customers to participate in the co-creation process through inspiration and proposals. For us, limited-production models are one of the most rewarding endeavors because they can become iconic. However, in the future, we don’t intend to exclude external designers if there’s a clear “reason why.”

Q: Some competing brands unveil one-off models at concours d’elegance and then seek customers afterward. Does BOTTEGAFUORISERIE follow a similar approach—announcing first and then finding customers—or does it launch projects only after receiving orders?

CF: The “33 Stradale” by BOTTEGA Alfa Romeo (the predecessor) is the best answer to that. After clearly defining the project on paper first, we began the co-creation process with customers. For Alfa Romeo’s next project handled by BOTTEGAFUORISERIE, we’ve already conducted private previews for 33 Stradale owners and selected prospective customers, and we’ve received very high interest from them.

Q: So high-value customers “evaluate” the new car?

CF: Rather than having them evaluate it, we “show them the project.” To prevent image leaks, meetings are conducted one-on-one or in small groups. We ask them “do you want it or not?” Based on the results, we decide whether to proceed with the plan. We value scarcity and produce only extremely limited numbers. Before sales, we pre-select customers and conduct a “pre-sale” on paper. Once we’ve gathered the appropriate number of orders, we begin manufacturing. Public unveiling only occurs after all vehicles have been sold.

Q: Some competitors have designated announcement venues for ultra-limited production. Will BOTTEGAFUORISERIE similarly establish regular announcement locations?

CF: Since BOTTEGAFUORISERIE handles two different brands, and each car has its own storytelling, it’s preferable to unveil them at our own headquarters. For Maserati, that’s Modena; for Alfa Romeo, Arese or Turin. In fact, the 33 Stradale was unveiled at the Alfa Romeo Museum in Arese in 2023. Brand strength means maintaining consistency with one’s own history. However, depending on the model, timing, and context, world premieres at prestigious concours and events such as Villa d’Este, Goodwood, and The Quail are possible options.

Q: Do you still consider traditional motor shows important?

CF: I think they’re more important than before. Because they’re rare “physical gathering places for people.” While not ideal for the initial unveiling of one-off models, they’re valuable as places for the general public to see them. Models like the 33 Stradale and MCXtrema attract attention and should be shown. In fact, we set up a BOTTEGAFUORISERIE corner at the Brussels Motor Show in January 2026.

Q: By the way, Stellantis brands have been putting effort into exhibiting at the Brussels Show in recent years. Why at this historically significant but long secondary-tier show compared to others?

CF: Because Brussels is taking on the role of the defunct Geneva Show. The European Car of the Year is also held there accordingly. Not just Stellantis, but many brands are beginning to use Brussels as their central European show.

Q: I’d like to ask about the interiors that BOTTEGAFUORISERIE aims for. When I covered the Munich IAA Mobility in September 2025, vegan materials seemed to be emerging as a trend for luxury car interiors. On the other hand, Italy has a wonderful tradition of genuine leather. What direction does BOTTEGAFUORISERIE fundamentally aim for?

CF: Material research should be continuous. We’ll use vegan materials, recycled plastics, natural fibers like linen, and also carbon fiber. There’s no single correct answer. BOTTEGAFUORISERIE centers on personalization. It depends on the product and the customer. Within that, the only axis we must never deviate from is “ethics.”

Q: I once visited a certain Maserati supplier. They held the view that genuine leather is more sustainable in the long term.

CF: That depends heavily on one’s cultural background. Personally, I believe that if processed through ethically certified processes, animal-derived leather can sometimes be more sustainable than other alternatives. The word “vegan” is often used for marketing purposes, but true sustainability lies in the supply chain. Ultimately, it’s the customer who decides, and our role is to ensure that the process is ethical and safe.

Q: Historically, Maserati has supplied vehicles to various government officials. Can we expect BOTTEGAFUORISERIE to produce such vehicles as well?

CF: The Italian Republic government still uses Maserati for the President. Personally, I would very much like to realize a dedicated one-off model.

Can It Become a True BOTTEGA?

Incidentally, another characteristic of BOTTEGAFUORISERIE is its collaboration with other organizations. One is the Fondazione Altagamma, an industry association for Italian luxury goods and services. The other is the Motor Valley Association, a non-profit corporation aimed at promoting automotive culture.

Collaboration with them has already begun. The graduate university operated by the Motor Valley Association, “Motor Valley University of Emilia-Romagna (MUNER),” offers master’s programs in automotive engineering, electric vehicle engineering, and electronics for intelligent vehicles. Since its opening in 2017, Maserati has been cooperating with student research activities.

Fiorio explains, “Even before MUNER, Maserati has been collaborating with the Polytechnic Universities of Turin and Milan,” and continues: “Going forward, we must strengthen our ties with younger generations. That’s a philosophy we share with the Altagamma Foundation.”

During the Italian Renaissance, “bottega” also meant a painter’s studio. For example, “Bottega del Verrocchio” refers to the workshop of 15th-century painter Andrea del Verrocchio. Workshops of that era were also places for nurturing talent, and indeed, from del Verrocchio’s workshop emerged later great masters such as Perugino and Leonardo da Vinci. If Alfa Romeo and Maserati also contribute to developing the next generation of personnel supporting Italy’s luxury car industry through this new initiative, they will become a bottega in the true sense.

Well then everyone, until next time, arrivederci (farewell)!