Itala’s return is official—and there’s a date for its return: May 18. That Monday at the National Automobile Museum in Turin, the brand’s overhaul project will be unveiled, marking the first public showing of the new model range (with more details expected in the coming weeks).
The return of the brand brings to life one of the historic names in Italian automotive history, active from 1903 to 1934, now relaunched through an industry initiative focused on Made in Italy.
The Return of Italy Becomes a Reality
The events at the museum changed the story from rumor to confirmation. The industrial plan aims to revive the brand that is a symbol of Italian motoring, emphasizing its historical identity and reinterpreting it for the present with a new range of made-in-Italy models.
Return of Italy, presentation at MAUTO in Turin
Photo by: Italy
This announcement came from Massimo Di Tore, Italy’s Director of Communications and Marketing, during the presentation of Andrea Gentili’s book dedicated to the Beijing-to-Paris raid of 1907—one of the most significant achievements in automotive history.
An episode that, through the figures of Prince Scipione Borghese, journalist Luigi Barzini, and mechanic Ettore Guizzardi, is still an important moment in the story of the evolution of the car as a symbol of progress.
Partnership With National Automotive Museum
The same evening also formalized the partnership between Itala and the National Automotive Museum in Turin, which is expected to continue through joint initiatives after the May event. This collaboration is intended to strengthen the link between new industrial projects and the preservation of Italy’s automotive heritage.
Also on display during the event is the museum’s collection of Italian Beijing-to-Paris 35/45 HP. Museum Curator Davide Lorenzone guided participants through the model’s technical solutions up close, opening the hood and explaining the restoration work required over the years to preserve its integrity—including in connection with its later appearance in historic demonstrations.
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Source: Italy
