This Century-Old Italian Car Company You Never Heard Of Is Coming Back

The historic brand is reborn with an industrial project and a cultural partnership with the National Automobile Museum in Turin.

Il ritorno di Itala, presentazione al MAUTO di Torino

Photo by: Itala

By: Eleonora Lilli

Translated by: Anthony Alaniz

Published by: Anthony Alaniz

Apr 18, at 12:00pm ET

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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 revamp project will be unveiled, marking the first public showing of the new model lineup (with more details expected in the coming weeks).

The comeback brings to life one of the historic names in Italian automotive history, active from 1903 to 1934, now relaunched through an industrial initiative focused on Made in Italy.

Itala’s Comeback Becomes Reality

The event at museum moves the story from rumors to confirmation. The industrial plan aims to revive a brand that’s a symbol of Italian motoring, emphasizing its historic identity and reinterpreting it for today with a new range of Made-in-Italy models.

The return of Itala, presentation at MAUTO in Turin

Photo by: Itala

The announcement came from Massimo Di Tore, Itala’s Director of Communications and Marketing, during the presentation of Andrea Gentili’s book dedicated to the 1907 Beijing-to-Paris raid—one of the most significant feats in automotive history.

An episode that, through the figures of Prince Scipione Borghese, journalist Luigi Barzini, and mechanic Ettore Guizzardi, still stands as a key moment in the story of the automobile’s evolution as a symbol of progress.

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Partnership With The National Automobile Museum

That same evening also made official the partnership between Itala and the National Automobile Museum in Turin, which is expected to continue through joint initiatives beyond the May event. The collaboration is intended to strengthen the link between the new industrial project and the preservation of Italy’s automotive heritage.

Also on display during the event was the museum collection’s Itala Beijing-to-Paris 35/45 HP. Museum Curator Davide Lorenzone walked attendees 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 appearances in historic rallies.