IVECO unveiled its new brand vision, premium partnership approach and renewed 2026 model year product range during the “IVECO Experience 2026” Global Brand Event, held from July 1 to 4 at the Officine Grandi Riparazioni (OGR) event venue in Turin, Italy.
The event brought together more than 2,000 guests, including customers, dealers, business partners, media representatives and employees. During the event, IVECO presented its vision for the future of commercial mobility under the philosophy “Spirito in Movimento.”
New Brand Vision
Following its 50th anniversary celebrations in 2025, IVECO announced the next stage of its brand positioning strategy. The company aims to evolve beyond its role as a commercial vehicle manufacturer by positioning itself as a mobility partner that supports customers through integrated services, digital solutions and long-term business relationships alongside its vehicle portfolio.
The new strategy was presented during the main conference session attended by Iveco Group CEO Olof Persson, Truck Business Unit President Luca Sra, Chief Technology & Digital Officer Marco Liccardo, and Chief Quality & Operations Officer Domenico Nucera.
IVECO’s renewed vision is built around three core pillars.
Motion by Design
IVECO describes this approach as combining engineering excellence with creativity while placing people at the center of every design decision, from cab ergonomics to digital interfaces. Demonstration areas featuring the new front grille and sectional cab highlighted vehicle performance, efficiency, practicality and customization options.
Motion through Experience
This pillar covers the entire customer journey, from vehicle configuration and daily operations to financing and fleet renewal. According to IVECO, its integrated ecosystem of vehicles and services is designed to simplify operations and improve the customer experience. Solutions showcased during the event included the Total Cost of Ownership Calculator and the IVECO ON digital platform.
Motion as Family
IVECO describes this concept as its commitment to supporting drivers, customers, business partners and all stakeholders throughout their journey. Demonstrations of the Customer Uptime Centre and Mobile Service solutions illustrated the company’s approach to customer support and service continuity.
Luca Sra, President of Iveco Group’s Truck Business Unit, said that “Spirito in Movimento is not just a slogan, but the practical expression of IVECO’s renewed vision.” He added that the 2026 Model Year range establishes a new benchmark by emphasizing quality while strengthening the values of proximity and community.
2026 Model Year Range Presented
The IVECO Experience 2026 event featured the company’s latest commercial vehicle lineup, including the IVECO S-Way, Eurocargo and Daily, alongside its electric range comprising the S-eWay, eDaily, eJolly and eSuperjolly.
According to IVECO, the new model range reflects the evolution of the company’s brand vision and has been developed to deliver reliability, stability and long-term value for customers.
The integrated ecosystem of vehicles, services and digital solutions has been designed to simplify fleet operations, support informed decision-making and optimize total cost of ownership.
Italian Identity Highlighted Throughout the Event
IVECO Experience 2026 was designed around the concepts of Italian creativity and human connection. The event featured a renewed visual identity, transitioning from the brand’s signature blue to a warmer color palette while maintaining its core identity.
Throughout the four-day event, visitors experienced IVECO’s new corporate identity together with its latest products and service ecosystem. The final day was dedicated exclusively to IVECO employees, reflecting the company’s intention to position its workforce as the first ambassadors of its renewed brand identity.
IVECO’s Future Direction
Through the event, IVECO presented its roadmap for the coming years by combining its product strategy with a customer-focused service approach. The company describes “Spirito in Movimento” as its commitment to innovation, reliability and long-term partnership.
About IVECO
IVECO, a brand of Iveco Group, designs, manufactures and markets a full range of light, medium and heavy commercial vehicles.
Guided by its “Spirito in Movimento” vision, IVECO aims to position itself as a mobility partner centered on quality, customer experience and people-focused innovation. With a global network of more than 2,300 service locations, the company provides vehicle support, service quality and uptime for customers and drivers wherever its vehicles operate. Rooted in its Italian heritage, IVECO combines engineering excellence with design, performance and attention to detail to deliver efficient, distinctive and human-centered mobility solutions.
