IVECO Experience 2026 brought over 1,300 guests to Officine Grandi Riparazioni (OGR) in Turin for an immersion into the new IVECO. Customers, dealers, partners, media and employees gathered to witness a defining moment for the brand and the vision driving it forward: Spirito in Movimento.
More than a showcase of products and innovations, IVECO Experience 2026 signals a renewed ambition for the brand, strengthening what it means to be a partner to the people who move goods, businesses and communities forward. Guests discovered a vision that places quality, purpose and care at the heart of everything IVECO does for its customers and drivers.
Establishing a brand vision for a new era
Following the celebrations of its 50 years in 2025, IVECO takes its new brand positioning a step further, moving from supplier of industrial vehicles to a value-driven mobility partner – one that supports customers not just with vehicles, but with the services, tools and relationships that keep their businesses moving.
Motion by Design is where engineering and creativity come together. For IVECO, design is a discipline that puts people at the centre of every decision, from the ergonomics of the driver’s cab to the logic of a digital interface.
At the event, installations including front grilles and a sectioned cab show how performance, efficiency and real-world use come together in every detail, with a high level of customisation meeting each customer’s specific mission requirements.
Motion through Experience shapes the entire customer journey: from the configuration of the right vehicle to daily operations, from financing to renewal. It is IVECO’s commitment to making that journey simpler and more intuitive, through an integrated ecosystem of vehicles and services. At the event, tools such as the Total Cost of Ownership Calculator and the IVECO ON platform demonstrate how connected technology reduces complexity and supports smarter decisions at every stage.
Motion as Family is IVECO’s commitment to taking care of drivers, customers, partners and everyone who share the road with the brand every day. It means anticipating needs, being present at every stage of the journey and building relationships that go beyond the transaction. From the Customer Uptime Centre to Mobile Workshops, the event shows what that commitment and caring looks like in practice.
“Spirito in Movimento is not just a tagline. It is IVECO in action. It builds on over 50 years of history and points clearly to what comes next. From product design to services, from engineering to daily operations, everything we do is guided by our commitment to stand with our customers through a practical, passionate and human spirit” commented Luca Sra, President, Truck Business Unit, Iveco Group. “Rooted in our Italian DNA, this spirit takes shape in the new MY26 range. With it, we are setting a new standard — one where quality acts as a unifying thread, and closeness and community are strengthened as core elements that define IVECO.”
IVECO Experience 2026: driving a new standard with the Model Year 26 range
At the event, this new generation of vehicles was on display – from the IVECO S-Way, Eurocargo and Daily to the electric line-up of S‑eWay, eDaily, eJolly and eSuperjolly – with the three pillars bringing to life the brand’s broader transformation.
These are showcased through dedicated areas and embedded throughout the guest experience in a coherent vision that reflects IVECO’s fully integrated ecosystem. Here, vehicles, services and digital tools work seamlessly together to simplify operations, support smarter decisions and optimise total cost of ownership.
IVECO Experience 2026 is designed around the creativity and conviviality that define Italian culture. The event space moves away from IVECO’s trademark flagship blue towards warmer tones, reflecting the evolution of the brand identity while preserving its core essence.
