The House of the Trident inaugurates a new center for the customization of the cars in Modena. Investment of 11 million euros with the prospect of reaching 20% of internal sales with personalized models. The first one-off made to measure is called “Mc20 Cielo Less is More?”
With the ribbon cutting of the Officine Fuoriserie Maserati The new space was inaugurated inside the historic factory in viale Ciro Menotti, in the heart of Modenadedicated to the personalization of its models. Eleven million investment And a Task Force of over forty specialized technicians, craftsmen and personal designers ready to translate ideas and dreams into reality, accompanying the customer in the entire path of realization of his custom -made car, from the first sketches, to the choice of the colors of the bodywork, up to the most particular details of finishes and materials. And the configuration process is enriched with an innovative painting line, in which the latest technologies merge to craftsmanship with an ancient flavor.
Officine Fuoriserie Maserati
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Real luxury is not a question of price. It is the uniqueness, the impossible idea that becomes the form, the possibility of telling oneself through the object of desires. A tradition that the House of the Trident has been carrying out for over a century and which today is renewed in the Modenese plant in viale Ciro Menotti with the Officine Fuoriserie Maserati. Those who buy a Maserati Fuoriserie becomes the designer of their car, translate dreams and ideas starting from a white sheet, which is filled with colors and lines, making use of a personal designer available along the entire process of making the model. “Until the final delivery, which must be equally unique and spectacular” he explains Davide Baldiniresponsible for fuoriserie.
“Luxury customers want identity, uniqueness, elegance and prestige, elements that can only be offered by a brand like Maseratiwhich is synonymous with luxury in the world and of a great tradition and glory behind them with 111 years of history – he adds Santo FiciliCEO of the House of the Trident – and Officine Fuoriserie Maserati has today the goal of creating even more value for the customer and for the brand by offering a type of unique personalization and a return to the investment for collectors “. The route starts in the dedicated showroom, where the customer can immerse himself in the new world of customization of the trident, use a configurator and relate directly to the designers of the Maserati style center. Then the operating passages carried out inside the new system of approximately begin 4 thousand square meters dedicated to customizations with painting. “Over twenty stations are ready to paint the models of the entire range in the new workshops, from Grecale, MC20, GT2 Road, Granturismo And GranCabrio – explains Davide Baldiniat the head of Fuoriserie – And you can work 8 machines in turn, to get to full speed to 24 in one day, using up to 110 highly specialized employees “. A program to which some countries are more sensitive, starting with Korea, where there is a great attention to the Bespoke product, continuing for Japan land of collectors and enthusiasts of extra -luxury cars and fuoriseries, and many of the United States. Of the most loved Made in Italy brands, especially in California and Florida. Giovanni PerosinoMarketing Director of Maserati – and if the fuoriseries were the last year 12% of the total cars Maserati, in 2025 we have ambition and we could reach a target of about 20%. So one in 5 machine will have to have an installation, a personalization, a detail linked to the world fuoriserie, with the aim of making each Maserati different from the other, and obviously the new painting system will help us in this path “.
The levels of customization
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There are several levels of customization envisaged in the program of Officine Maserati Fuoriseriein an escalation of exclusivity, which reaches up to the most sought-after Bespoke models. “In the case of models designed for daily use, such as the Grecale – he continues Perosinemarketing director of the House of the Trident – The trend is to request a more sober type of customization, which usually affects about 20% more on the price of the car, while for extreme models such as the MC20 or the last GT2 Road There are no limits. “The catalog that helps to orient themselves among thousands of possible combinations revolves around the two collections of Fuoriserie Corse And Futura Fuoriserie. The first is inspired by the glorious legacy of the brand on the track, particularly loved by the Gentlemen Driver, while the second is designed for those who want to dare more, a sort of avant -garde of personalization. For the collection it is inspiration from originating from the past and the so -called Heritage Racingwith livery inspired by the iconic cars of competitions: intense colors that bring to historical shades, reinterpreted in a contemporary way and completely painted and not in sticker.
Another sporting detail, more sophisticated, are the Dreamlinechromatic signs that underline the volumes of the car. The outsiders are also embellished with dedicated brake calipers, which add the new colors to combine the livery, as well as anodized colored treatments and more precious finishes. “Color and its use are fundamental – he explains Klaus Bussehead of the Maserati design – because Italy is the land of color, and cars are like canvases that want to be painted “. The Futura collectionInstead, it translates the customer’s passion for technology and focuses on material and chromatic experimentation. “A sort of stylistic laboratory in which Maserati experiences the combination of new materials that come from interior, product design or sportswear” specifies Busse. The chromatic experimentation of body colors also sees more extreme or industrial shades combined with texture or opaque finishes with interference pigments. Finally, the peak of tailoring can be reached with Bespoke cars, the one-off collectivity in which creativity knows no limits.
Maserati One-Off: The Mc20 Cielo Less is More ..?
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On the occasion of the inauguration of the Officine Fuoriserie Maseratithe new debut debuted Mc20 Cielo “Less is more ..?“, The exclusive one-off that becomes the maximum expression and symbol of the customization program started by the House of the Trident. It is a special Mc20 Cielo enriched and made unique by design content inspired by the artistic movement Bauhausfull of precious details and complex processes, such as a dedicated livery and a specially designed bodywork. The outsiders show off geometries that travel the car throughout its length, starting from the front to the rear. As well as the current Bauhaus He praised simple and abstract shapes in honor of a clean and minimalist aesthetic, in the same way the bodywork Blue matte races It is enriched with an exclusive livery with points, lines, triangles and rectangles that form a stylized trident on the coverage of the engine compartment. The geometric shapes range from brilliant red that identified the first racing cars of the Emilian house owned by the group Stellantisto the type of yellow that recalled the Modena coat of arms, up to the launch white of Maserati Mc20 in its matte finish, proposed here shiny through a meticulous manual processing.
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