Iconic Italian Auto Brand Itala Relaunches May 18

The Italian automotive brand Itala will officially unveil its revival plan and debut its new vehicle lineup on May 18 at the National Automobile Museum in Turin. Originally active from 1903 to 1934, the brand’s relaunch represents an industrial initiative centered on “Made in Italy,” aiming to honor its historical legacy while introducing a new generation of Italian-made automobiles. This announcement was confirmed by Massimo Di Tore, Itala’s Director of Communications and Marketing, during the launch event for a book by Andrea Gentili about the historic 1907 Peking-to-Paris Rally—a landmark event in automotive history completed by Prince Scipione Borghese, journalist Luigi Barzini, and mechanic Ettore Guizzardi. At the same event, Itala also announced its formal partnership with the National Automobile Museum in Turin. Following the May event, the two entities will collaborate on joint initiatives to strengthen the connection between Itala’s new industrial project and the preservation of Italy’s automotive heritage. On display at the event was the museum’s Itala 35/45 HP—the very car that competed in the Peking-to-Paris Rally—whose technical features and extensive restoration efforts, undertaken over the years to maintain its authenticity and enable its participation in historic rallies, were detailed by museum director Davide Lorenzone.