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Maserati Shows Off Ultra-Customization Program in Geneva

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Maserati Levante ONE OF ONE
Photo: Maserati

Maserati unveiled something a little different at the 2019 Geneva International Motor Show. Styled as the “Levante ONE OF ONE,” the exclusive SUV took the center stage in the Maserati show, an example of the company’s upcoming customization program.

Built by Centro Stile Maserati, the Levante was customized entirely by Allegra Antinori, the vice president of Marchesi Antinori, a famous Italian wine firm. The goal of the project was to allow Antinori to express “herself, her emotions and her story” through the car, introducing a whole new level of craftsmanship to the Levante.

“Every detail Allegra Antinori has defined is closely linked to a facet of her personality,” Maserati says, “The external configuration is a distinctive tri-coat green, a special, unique colour inspired by the shades of the Tuscan hills. The external details…are finished in dark look chrome, toning to perfection with the body color to give the Maserati SUV a truly sophisticated overall look.”

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The interior is similarly unique, with various color and material combinations that have never before been used in a Levante. Supposedly, the seat color, central console, door panels and lower dashboard are all reminiscent of the “warm hues of the earth of Tuscan vineyards.”

Some of the comparisons drawn between the car and the personality supposed to drive its design are definitely a stretch. The embroidered Pieno Fiore leather is no doubt exquisite, but Maserati’s claim that “like a fine wine, this leather will simply improve with age” sounds a bit forced.

Still, there’s no denying the car is a triumph of exclusivity and craftsmanship, even down to the floor mats, which are made of 100% natural mohair wool. And if Maserati is offering the same degree of uniqueness and quality to customers willing to spend what will no doubt amount to a small fortune for a Levante, it’s hard to imagine a more personally tailored automotive experience.

Related: Maserati Levante overview4