Candy red paint? Gold wheels? Maserati will take your customisation ideas to the next level with Fuoriserie program

Maserati Australia is taking advantage of global stock shortages by placing its Fuoriserie individualisation program front and centre now that most of its cars are built to order.

Speaking to media, Maserati Australia boss Grant Barling explained Fuoriserie has always been available to customers of the luxury brand, but recent events have changed the buying process.

“We’ve actually had it [Fuoriserie] for a while, it’s just been below the line, if anything,” he said.

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“We’ve done it with our dealers, and I think in a lot of ways we wanted to make sure that we felt comfortable that the foundation was right.

“We didn’t want to get in a situation where initial orders were taking too long.

“It’s evolved. Step one – it was early for us, but we also had stock. And back then the dealers were ordering stock, so were they willing to take a step and ticking all the boxes? Maybe not.

“And now that that stock is literally dried up, we’re at a point where we can say to the customer, ‘what do you want?’ versus ‘come with me and let’s see what’s out the back’.”

And the options are nearly limitless for customers, ranging from unique paint hues and finishes, to custom cabin materials – as long as customers are happy to pay, of course.

However, one limitation to Fuoriserie customers is that the end result will need to meet Maserati’s material quality standards, so you won’t be able to have a velvet exterior, for example, that would be ruined in the rain.

Otherwise, whatever colour you can imagine or whatever pattern you want on your seats, is all on the table.

As a showcase for what the Fuoriserie program is capable of, three models were on show – a Levante finished in a unique green colour, a customer-order Ghibli Trofeo with a bespoke interior and the one-off Grecale Fuoriserie Mission from Mars.

Maserati Australia national marketing manager Tim Stanton added that Fuoriserie is for customers who want to stand out from the crowd.

“There is a level of options, as sort of a standard options list like every other brand, then we move into Fuoriserie, where you have more bespoke paints and leathers, and it opens you up to liveries and different wheel treatments,” he said.

“And then from there, you go to the third level, which is evident in this car [Grecale Fuoriserie Mission from Mars].

“You sit down with an artisan and really go all out.”

As expected though, the majority of custom orders will come from well-heeled buyers purchasing top-spec Maserati models, which also includes the GranTurismo, Quattroporte, GranCabrio and MC20, said Mr Barling.

“It [how many people will opt in for Fuoriserie] depends on the grade, so if you look at Grecale, the entry-level customers are maybe coming into the brand and want to be a bit more conservative,” he said.

“But when you look at the top-spec Trofeos, the customers are saying ‘how far can I go?’ They really want a point of different.”

Wait times and pricing will, of course, vary depending on what customisation a customer wants, but Maserati buyers are already facing a wait of about three months for new vehicle orders.