In contrast to Ferrari, Maserati’s new customization program will embrace unconventional preferences.

      Maserati

      On Wednesday, Maserati introduced its brand-new customization service, aiming to offer a fresh and innovative approach to the iconic brand’s sports cars and SUVs. Named Fuoriserie or “out of series,” the program aligns with initiatives by other ultra-luxury automakers seeking to attract high-end buyers. Notably, Maserati intends to collaborate with customers to create their dream Maserati, without restricting options to what it deems acceptable as some brands do.

      In a virtual unveiling of the Fuoriserie program, Maserati’s senior executives affirmed that the company would not impose restrictions on customers' individual tastes. While there will be certain limitations due to safety and quality regulations, most requests will be considered.

      “The decision to fulfill a customer’s request will hinge on safety first, and then quality,” stated Davide Baldini, the global head of Fuoriserie, to The Drive. “If we can confirm that a material or finish will meet the customer’s expectations without causing future issues, we can proceed; otherwise, we cannot. Our goal is to safeguard the customer, their experience, and their investment.”

      Maserati

      In contrast, neighboring Ferrari has a reputation for being extremely protective of its products even after sale. CEO Benedetto Vigna recently garnered attention when he mentioned he would reject certain customer choices to uphold the brand’s values and identity, asserting that Ferrari “will not make a strange car, for sure.”

      It’s important to note that what one person considers peculiar could be viewed as perfectly acceptable by another. Maserati is embracing creativity by allowing customers to customize every detail of their vehicles, offering two distinct routes: Catalogue and Bespoke. The Catalogue option caters to lighter customization, encompassing a plethora of color choices, materials, and unique features. The Bespoke route involves creating unique, tailor-made models that go beyond just color customization.

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      While Ferrari may refuse to produce pink cars directly from the factory, Maserati is open to such requests.

      “We will produce a pink car, and in fact, we have done so for a customer,” said Klaus Busse, Maserati’s global head of design, in an interview with The Drive. “There might be legal or ethical considerations with certain materials, like animal skins, but we’ve never encountered issues with our customers.

      “Our role is to demonstrate empathy and understanding throughout the design process, ensuring we fulfill their desires while guiding them on this journey. Along the way, we aim to protect the customer—not so much Maserati itself—but to prevent them from regretting their choices months or years later. It involves a considerable amount of curation and guidance.”

      Maserati

      These bespoke vehicles are crafted in a dedicated section of the Modena factory, where only the most skilled artisans bring customer visions to reality. During the presentation, Baldini proudly stated that Fuoriserie cars do not feature any stickers or decals; everything is either hand-painted or machine-applied based on the design specifics.

      The Fuoriserie program is available for all variants of the MC20 supercar, Gran Turismo grand tourer, and Grecale SUV.

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