IVECO has set out its long-term vision for the future of commercial mobility at IVECO Experience 2026, a four-day event held at the historic Officine Grandi Riparazioni (OGR) complex in Turin, Italy. Bringing together more than 2,000 customers, dealers, suppliers, media representatives and employees, the event marked an important milestone in the manufacturer’s evolution following its 50th anniversary celebrations in 2025.
Rather than focusing solely on new products, the event was designed to demonstrate how IVECO intends to develop as a premium mobility partner by combining vehicles, digital services, financing solutions and customer support into a more integrated ecosystem.
The company’s renewed brand ambition is captured by the phrase Spirito in Movimento (Spirit in Motion), which reflects IVECO’s intention to move beyond its traditional role as a manufacturer of commercial vehicles. The strategy places greater emphasis on helping transport operators improve efficiency, reduce operating costs and simplify fleet management throughout the ownership cycle.
Company executives used the event to explain how this repositioning will influence everything from vehicle design and engineering to customer service, digital connectivity and aftersales support.
The unveiling also coincided with the introduction of the new Model Year 2026 (MY26) vehicle portfolio, which spans both conventional and electric commercial vehicles. According to IVECO, the latest range has been developed to deliver greater reliability, consistency and long-term value while supporting customers facing increasingly demanding operating conditions and tighter sustainability requirements.
Three pillars shape the future strategy
The centrepiece of the event was a plenary session led by Olof Persson, CEO of Iveco Group, alongside Luca Sra, President of the Truck Business Unit, Marco Liccardo, Chief Technology & Digital Officer, and Domenico Nucera, Chief Quality & Operations Officer.
Together, they outlined the three strategic pillars that underpin the company’s renewed direction: Motion by Design, Motion through Experience and Motion as Family.
The first pillar, Motion by Design, focuses on developing vehicles with the end user in mind. Rather than concentrating solely on appearance, IVECO says design encompasses ergonomics, functionality and operational efficiency. At the Turin venue, visitors explored displays featuring front grille concepts, sectioned vehicle cabs and engineering exhibits illustrating how driver comfort, vehicle performance and mission-specific customisation are incorporated into the development process.
The approach reflects wider trends within the commercial vehicle sector, where manufacturers are increasingly prioritising driver wellbeing, ease of operation and digital integration alongside payload capacity and fuel efficiency.
The second pillar, Motion through Experience, concentrates on the customer journey before, during and after vehicle purchase. IVECO demonstrated how connected technologies and digital services can simplify fleet management, reduce administrative complexity and improve operational decision-making.
Among the solutions presented were the company’s Total Cost of Ownership Calculator, designed to help operators evaluate lifecycle costs, alongside the IVECO ON digital platform, which connects vehicles, fleet managers and service networks through real-time data and remote monitoring.
As commercial vehicle operators continue to manage rising fuel costs, changing emissions legislation and increasing pressure to improve fleet utilisation, digital fleet management tools are becoming an increasingly important part of vehicle ownership.
The third pillar, Motion as Family, reflects IVECO’s emphasis on long-term relationships with customers, dealers, service partners and drivers. Rather than viewing customer support as a post-sale function, the company aims to integrate assistance throughout the vehicle lifecycle.
Examples presented during the event included the Customer Uptime Center, which monitors vehicle performance to minimise downtime, and Mobile Workshops capable of carrying out servicing and repairs closer to customer operations.
Speaking during the presentation, Luca Sra, President, Truck Business Unit, Iveco Group, said: “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.”
MY26 range combines conventional and electric mobility
The renewed brand strategy is reflected in IVECO’s MY26 product portfolio, which formed the centrepiece of the exhibition.
The display included the latest versions of the IVECO S-Way heavy truck, Eurocargo medium-duty vehicle and Daily light commercial vehicle, alongside an expanded electric range comprising the S-eWay heavy-duty electric truck, the eDaily electric van, and the newly introduced eJolly and eSuperJolly electric light commercial vehicles.
Rather than presenting the vehicles as standalone products, IVECO integrated them into a wider ecosystem demonstrating how connected services, digital tools and financing solutions interact with the vehicles throughout their operational life.
The company believes this holistic approach will help transport operators manage total cost of ownership more effectively by combining vehicle performance with predictive maintenance, remote diagnostics and data-driven fleet management.
The emphasis on total cost of ownership reflects a growing shift across the commercial vehicle sector, where purchasing decisions increasingly take into account operating efficiency, uptime, maintenance costs and resale value rather than simply initial acquisition costs.
For operators transitioning towards lower-emission fleets, the ability to combine conventional diesel vehicles with battery-electric alternatives within a unified service ecosystem may also help simplify fleet planning during what remains a gradual transition towards zero-emission transport.
Celebrating Italian heritage while looking ahead
Beyond the product displays, IVECO Experience 2026 was also designed to reinforce the company’s Italian heritage. The event departed from the manufacturer’s traditional corporate blue colour palette, instead adopting warmer colours throughout the venue to reflect the evolution of the brand identity while maintaining continuity with its history.
Across the four-day programme, visitors participated in a range of networking opportunities, product demonstrations and interactive experiences intended to showcase Italian creativity, hospitality and engineering.
The final day was reserved exclusively for IVECO employees, underlining the company’s belief that successful brand transformation begins internally before extending to customers and business partners. By involving employees directly in the launch of the new positioning, IVECO aims to ensure that the principles behind Spirito in Movimento are reflected consistently throughout its global organisation.
As the commercial vehicle industry continues to evolve through electrification, digitalisation and changing customer expectations, manufacturers are increasingly seeking to differentiate themselves through services and long-term partnerships as much as through vehicle specifications.
IVECO’s Experience 2026 event illustrates this broader shift. While the MY26 range introduces the latest developments across the company’s diesel and electric vehicle portfolio, the wider message focuses on creating a more integrated customer experience that combines products, digital technologies and support services into a single offering.
With its renewed brand ambition now formally unveiled, IVECO has signalled that its future strategy will centre on strengthening relationships with customers while continuing to invest in innovation, operational reliability and connected mobility solutions as the commercial transport sector enters its next phase of development.
