On the upcoming May 18th, at the Automobile Museum of Turin, the revamping project of the ITALA brand will be presented. This is an event that marks, in fact, the first official appearance of the models destined to make up the new range. Historically active from 1903 to 1934, the brand thus comes back to life through an industrial path that decisively focuses on Made in Italy. The idea is to transform an iconic name of the Turin tradition into a contemporary project capable of combining identity and future vision.
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ITALA returns to prominence
The announcement came in recent days from ITALA’s Communication & Marketing director, Massimo Di Tore, during the presentation of Andrea Gentili’s novel dedicated to the famous 1907 Beijing-Paris raid. The book reconstructs that extraordinary feat intertwining adventure, innovation, and geopolitical tensions. And it does so through the eyes of key figures such as Prince Scipione Borghese, journalist Luigi Barzini, and mechanic Ettore Guizzardi. What emerges is a story that does not limit itself to the epic dimension of the challenge, but highlights its deeper meaning. Namely, the ability of the automobile to establish itself as a symbol of progress and modernity.
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The announcement at MAUTO
During the talk, the ITALA Beijing-Paris 35/45 HP, belonging precisely to the MAUTO collection, was also displayed. Curator Davide Lorenzone opened the hood to show the mechanical peculiarities and to illustrate the restoration interventions carried out for the raids following the 1907 one, up to the latest intervention managed by the Conservation and Restoration Center. To complete the evening, news was given of the partnership between ITALA and MAUTO, destined to give rise to a series of new initiatives that will accompany the event on the upcoming May 18th.
