Iveco launched its Model Year 26 truck and van range at Iveco Experience 2026, held at the Officine Grandi Riparazioni (OGR) in Turin from 1 to 4 July. The event gathered 2,000 customers, dealers, suppliers, partners, media representatives and employees, marking what the brand described as an important step in its journey to become a premium partner.

The event centred on ‘Spirito in Movimento’, which Iveco presented as both a brand identity and an operational commitment to quality across the vehicle lifecycle. The OGR, a historic industrial venue that reflects the brand’s Turin roots, provided the backdrop, with plenary sessions, installations and interactive activities used to make the new Iveco identity tangible.

In a statement, Olof Persson, Chief Executive, Iveco Group, said: “Iveco Experience 2026 marks an important milestone in the journey we began two years ago, with a clear ambition: to become a true premium partner for our customers. We have put quality at the centre of everything we do, transforming the way we work, strengthening our culture and making the investments needed to deliver best-in-class, end-to-end quality. ‘Spirito in Movimento’ is more than a tagline. It is Iveco’s personality and our commitment to keep raising the bar, becoming a reliable partner that delivers peace of mind and customer success.”

Why this matters:

• IVECO’s premium partner pivot is a direct response to margin pressure in a commoditised segment.Reframing around lifecycle value, connectivity services, and flexible ownership models rather than competing on vehicle price alone reflects a broader commercial vehicle industry logic: that hardware margins are thinning and the durable revenue opportunity lies in the services wrapped around the truck.