The new HIB project, “Historic Italian Brands”, by Massimo Di Risio, dedicated to rewriting the future of some of the most famous Italian brands, is moving forward. The initiative aims at revamping glorious and iconic names of the national automotive industry, with the first two protagonists ITALA and OSCA. At the heart of the industrial plan is a hybrid strategy: on one side the sharing of platforms and production resources with Asian partners, on the other a gradual involvement of Italian excellences in the sector, so as to strengthen the identity and the “made in Italy” interpretation of the product.
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The HIB project does not stop
The industrial project finds a concrete fulcrum in the new production framework “Fabbrica Italia“, a newly established company that will manage two new plants dedicated exclusively to ITALA and OSCA. They will be located in Macchia d’Isernia (Molise), with the first plant already nearing completion and inauguration scheduled for next September. The plant, developed and built exclusively by Italian companies, is designed to offer maximum flexibility and efficiency in assembling all models of the two brands. It will start with the first 8 vehicles (six ITALA and two OSCA), with progressive extension to the subsequent models announced for the coming years. The rapid reconfiguration in a few hours will allow adapting production to the most requested versions, combining industrial competitiveness and commercial effectiveness.
The new ITALA 35
Within this framework, the relaunch of ITALA takes shape with the new ITALA 35, unveiled at MAUTO as the first piece of a range that will be introduced gradually. It is a compact cross-styler with a distinctive style, featuring details such as the grille with chrome inserts, the two-tone livery with roof pillars, and the rear spoiler in glossy black, as well as full-LED headlights. The interior focuses on high-quality materials and finishes: leather and alcantara upholstery, selected Italian leathers, and two digital displays (7″ instrumentation and 10.25″ infotainment), with customizable ambient lighting.
Thermal engine under the hood
The “full optional” standard equipment includes a panoramic sunroof and second-level driver assistance systems, with particular emphasis on a fully automatic parking function. Mechanically, the ITALA 35 adopts a 1.5 TGDI capable of exceeding 190 km/h, with 0-100 km/h acceleration in 7.5 seconds, and an indicated average consumption of 6.8 l/100 km. The retail price is set at 35,000 euros all included. Soon, two more proposals will also arrive: ITALA 56 (4.68 meters, 170 HP) and ITALA 61 (4.98 meters, 231 HP).
Future strategy
The HIB path looks beyond traditional models, also integrating a electrification strategy articulated between superhybrid, full hybrid, range-extender and full-electric. For the “greenest” versions, a clear goal is set from the start: for 100% electric and range-extender models at least 50% of the value generated in Italy, thanks to the progressive involvement of national skills and production in the Molise plants. From a commercial point of view, it starts from Italy with a first tangible signal: the first ITALA-OSCA showroom was inaugurated in Turin, in partnership with the Biauto group. The strategy foresees the opening of 50 showrooms by the end of 2026. Subsequently, after the Italian network, HIB aims at expansion in the main international markets.
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