The automotive industry is witnessing a fascinating phenomenon: the "resurrection" of historic brands. After names like Bugatti or Maybach made successful comebacks in past decades, it is the turn of a brand that defined the beginnings of motoring in Italy. Itala, the manufacturer that once rivaled Fiat and dominated endurance racing, is preparing for a spectacular comeback in 2026.
The Itala story began in 1903, in Turin, under the vision of Matteo Ceirano. In just a few years, the brand became a symbol of technical excellence. Unlike many competitors, Itala was not content with just assembling cars, but constantly innovated.
Dominance in Motorsport: In 1905, the Itala 100 HP model won the famous Coppa Florio, and in 1906 it won the first edition of the Targa Florio.
Beijing-Paris Rally (1907): Perhaps the brand's greatest achievement was victory in the incredible 15,000 km race between Beijing and Paris. Prince Scipione Borghese drove a 35/45 hp Itala model through deserts and mountains, arriving at his destination weeks ahead of his rivals.
The "Avalve" innovation: Itala developed a revolutionary engine without classic valves (the "Avalve" rotary system), which promised quieter operation and superior performance, although the massive production costs made these cars goods accessible only to the elite.
The decline began after World War I. Although they tried to survive by producing aircraft engines and launching new models in the 1920s, financial difficulties led to the final closure of the doors in 1934.
After 92 years of absence, the brand was acquired by DR Automobiles Groupe, the Italian company led by Massimo Di Risio. The group, previously known for assembling and marketing models based on Asian platforms (Chery, JAC, BAIC), decided to take a bold step towards the premium and luxury segment.
For 2026, the plans are ambitious:
Repositioning: If the group's current brands (such as EVO or DR) focus on value for money, Itala will be the spearhead of the group, targeting exclusive car customers.
Production in Italy: Recently, the group announced an investment of 50 million euros to revive some historical brands (including the OSCA brand), with the aim of producing the new models right in Italy, at the factory in Macchia d'Isernia or Anagni.
Modern Technology: It is speculated that the new Itala range will include high-performance hybrid and electric powertrains, while retaining classic Italian elegance in design.
Itala's return in 2026 is no coincidence. The current automotive market is saturated with new, generic brands, and luxury consumers are increasingly looking for authenticity and history. Itala has a "pedigree" that few modern brands can match: a story of princes, transcontinental adventures and trophies won in the golden age of mechanics.
It remains to be seen whether Itala will manage to recover the glory of a century ago, but one thing is certain: in 2026, the Turin "flag" will fly again on a luxury hood.