Maserati’s exclusive customization program unveils a one-of-a-kind MC20—who’s it for?

Last month, Maserati paid tribute to the grandchildren of Ettore Maserati, one of the five brothers who established the Italian marque in 1914, by creating a unique special edition MC20. Named the “Maserati per Maserati”—Italian for “Maserati for Maserati”—this one-of-a-kind model was presented to Alberto and Ettore Maserati by the brand’s Fuoriserie Personalization Program.

Special edition MC20 boasts distinctive color and carbon fiber accents

The MC20 “Maserati per Maserati” is finished in a stunning Blu Infinito exterior, accented with contrasting Bianco Pastello double racing stripes. The exterior also showcases a carbon fiber package, with special “Maserati per Maserati” and “Maserati Fuoriserie” logos displayed on the rear fender, and an exclusive “Maserati per Maserati” badge adorning both doors.

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Alcantara interior with carbon fiber details

Inside, the MC20 features a lavish Alcantara-draped cabin with Blu accents that mirror the exterior color scheme. The carbon fiber package extends to the interior as well, with carbon fiber details integrated into the Nero (black) steering wheel, adding to the sense of bespoke luxury.

Maserati’s fuoriserie personalization program

The Maserati Fuoriserie Personalization Program, which brought the “Maserati per Maserati” to life, specializes in creating bespoke vehicles tailored to the tastes of distinguished clients. Similar to the customization programs of luxury brands like Rolls-Royce and Gunther Werks, Maserati Fuoriserie offers customers a chance to create truly one-of-a-kind automobiles. Launched in North America in 2022, the program is named after the Italian word for “custom-built.”

From chef-inspired Levante to wine-themed GranCabrio

One of Fuoriserie’s recent projects was a collaboration with renowned Italian chef Massimo Bottura. The chef personalized a Levante Trofeo with a bold splash of colors around the front end, wheel wells, and parts of the interior, making the vehicle as vibrant as his culinary creations. The program also partnered with Italian winemaker Marchesi Antinori to commemorate their 50th anniversary. The resulting GranCabrio Folgore features a paint job and interior accents inspired by the winemaker’s iconic “Tignatello” wine and the earthy hues of the Tuscan soil.

Maserati’s strategy: Compete with Ferrari and Porsche’s customization programs

It’s evident that Maserati is striving to compete with the likes of Ferrari’s Customization Program and Porsche’s “Paint-to-Sample” offerings, aiming to elevate the brand’s prestige in the world of Italian luxury cars. Another key component of Maserati’s strategy is its Classiche department, a specialized restoration branch dedicated to keeping the brand’s legendary vehicles on the road. Similar to Ferrari Classiche and Lamborghini Polo Storico, Maserati Classiche will also remanufacture hard-to-find parts, making them available through its dealer networks.

The future of Maserati: Uncertain but promising

Whether these efforts will help Maserati regain its former glory remains to be seen. Recent sales numbers suggest the brand faces an uphill battle. Stellantis CEO Carlos Tavares and CFO Natalie Knight have both indicated that any brand within the Stellantis portfolio that fails to achieve profitability could face discontinuation without hesitation.