IVECO European Tour brings ‘Spirito in Movimento’ to life
IVECO is taking its latest products, services and brand vision directly to customers across Europe with the launch of its European Road Tour, following the pivotal IVECO Experience event in Turin.
Built around the brand’s “Spirito in Movimento” ambition, the tour will see a fleet of eight vehicles travel more than 5,000 kilometres across five countries in the coming months. The initiative is designed to bring IVECO closer to customers, dealers, partners and media representatives by taking its latest Model Year 2026 ecosystem of products and services into the markets and communities it serves.
More than a traditional roadshow, the European Road Tour reflects IVECO’s focus on strengthening relationships across the European transport sector. The journey will make five strategic stops in Prague, Frankfurt, Le Mans, Amsterdam and Madrid, creating opportunities for transport operators and industry stakeholders to experience the company’s latest innovations first-hand.
The opening event takes place in Prague on 28 August, welcoming guests from the Czech Republic and neighbouring markets across Central and Eastern Europe, as well as Austria and Poland. The tour will then move on to Frankfurt, bringing together customers from Germany and Switzerland.
Further events will extend the programme across key European markets. Amsterdam will host participants from the Benelux countries and the Nordic region, while the final stop in Madrid in October will engage customers from Spain and Portugal. Across the five events, IVECO expects to connect with more than 1,200 guests, providing a closer look at its latest products, services and wider ambition for the future of transport.
The European Road Tour will also coincide with major events in the motorsport calendar, underlining IVECO’s long-standing association with racing through its partnerships with MotoGP and the Goodyear FIA European Truck Racing Championship (ETRC).
The tour caravan will accompany key MotoGP rounds in Misano and Valencia, as well as selected ETRC races at Most, Zolder and Le Mans, before reaching Jarama for the championship finale.
At the heart of the initiative is IVECO’s MY26 ecosystem, with the company using the events to encourage direct dialogue with its customer and partner community. Visitors will have the opportunity to gain deeper insight into the products and services developed to support productivity, efficiency and sustainability across transport operations.
“Spirito in Movimento is the energy that drives our people, inspires our innovation and strengthens the relationships we build every day with customers, dealers and partners across Europe,” said Davide Dagri, Head of Marketing, IVECO. “The European Road Tour brings this spirit to life taking it directly to the roads, markets and communities we serve. By meeting customers where they operate, listening to their needs and showcasing our MY26 ecosystem firsthand, we are creating meaningful opportunities to connect, share our vision for the future of transport and demonstrate the reliability, innovation and passion that define IVECO.”
The journey will conclude at IVECO’s headquarters in Madrid with a new edition of the S-Way Experience. The customer event will showcase the manufacturer’s full heavy-duty range and follows previous editions that have attracted more than 1,500 customers from across Europe.
Launching from Turin, the birthplace of the brand and the location of the IVECO Experience 2025, the European Road Tour represents a new phase in IVECO’s engagement with the European transport community.
By travelling directly to key markets and bringing customers, dealers and partners together, the company aims to create stronger connections while gathering insight into the challenges and opportunities facing transport operators. With more than 5,000 kilometres to cover and five major destinations on its route, the IVECO European Road Tour will place its MY26 products and services at the centre of a wider conversation about the future of efficient, productive and sustainable transport.
