Itala returns to MAUTO: brand relaunch presentation on May 18

Itala at MAUTO: event on May 18

On 18 May 2026, the National Automobile Museum of Turin (MAUTO) will present the relaunch project for the Itala brand, promoted by DR Automobiles president Massimo Di Risio. The event will feature the first public appearance of the new models, part of an industrial plan emphasizing Made in Italy.

Program highlights

• Official presentation of Itala's brand revamping and the new vehicle range.
• Remarks by Massimo Di Tore, Itala's Communications and Marketing Director, who announced the initiative.
• Literary talk linked to Andrea Gentili's novel on the 1907 Beijing–Paris raid, exploring adventure, innovation and mobility history.
• Exhibition of the historic Itala Pechino-Parigi 35/45 HP from the museum's collection.
• Technical overview and restoration briefing by MAUTO Conservator Davide Lorenzone and the Conservation and Restoration Centre.
• Announcement of an Itala–MAUTO partnership that will lead to further cultural and exhibition initiatives.

Why this matters for museums and automotive heritage

The revival of a historic brand like Itala, active between 1903 and 1934, offers an opportunity to enhance museum collections and support projects in conservation, restoration and public outreach. The initiative highlights MAUTO's role as a hub connecting historical research, restoration practice and industrial innovation.

Practical information

• Date: 18 May 2026
• Venue: National Automobile Museum, Turin (MAUTO)
• Content: Itala relaunch presentation, historic exhibit, technical demonstrations and cultural programming.

For precise schedules, access rules and booking information, check the museum's official channels.