Itala brand relaunch: historic Italian automaker returns with new models

Itala, a historic Italian automotive brand from the early 20th century, has officially announced its relaunch. Discover the new project, models, and presentation details in Turin.
The Italian automotive industry is preparing for the return of one of its historic brands. Itala, a company known since the early 20th century, has officially announced its relaunch and will present a new project on May 18 in Turin. The presentation will take place at the MAUTO National Automobile Museum and will mark the first public showing of the new model lineup. Previously, there had only been talk of plans, but the project now has official confirmation and specific timelines.Itala, which existed from 1903 to 1934, was one of the symbols of the early automotive era. The brand’s revival is built around the idea of preserving historical heritage while adapting to modern requirements.The new project bets on the Made in Italy concept, blending industrial approach with cultural elements. The manufacturer aims not just to produce cars, but to reinterpret the brand through contemporary design and technology, all while maintaining its identity. An important part of this strategy is the collaboration with the MAUTO museum, which is meant to strengthen the link between the brand’s past and its future.Itala made history through its participation in legendary races, including the 1907 Peking to Paris rally. This episode became a symbol of technological progress and the endurance of cars from that era. At the project presentation, an original Itala 35/45 HP model from the museum collection was displayed, highlighting the continuity between generations.Itala’s return is not just a restart of an old name, but an attempt to integrate into the modern market through heritage and cultural capital. The project’s success will depend on how seamlessly the brand can blend history with current technology.