• A 5,000 km journey across Europe to bring IVECO’s “Spirito in Movimento” closer to customers, partners and dealers.
• Unveiled at the IVECO Experience in Turin alongside the new MY26 range, the tour transforms the brand’s vision into a tangible on-road experience.

Turin, 27^th August 2026


Following the pivotal IVECO Experience event in Turin, “Spirito in Movimento” is now coming to life across Europe through the European Road Tour. Bringing IVECO closer to customers, dealers, partners and media representatives, the initiative takes the brand’s vision directly into the markets and communities it serves.

The European Road Tour embodies the very essence of Spirito in Movimento. More than a roadshow, it is a journey that reflects IVECO’s commitment to staying close to its people. Over the coming months, a fleet of eight vehicles will travel more than 5,000 kilometres across Europe, visiting five countries.

Over the coming months, the European Road Tour will travel across the continent through five strategic stops: Prague, Frankfurt, Le Mans, Amsterdam and Madrid, bringing the MY26 ecosystem of products and services closer to customers.

Each event will act as a regional hub, gathering transport operators, dealers, partners and journalists from across Europe. Prague – first stop on August 28th - will welcome guests from Cezch Republic and neighbouring markets including Central and Eastern Europe, Austria and Poland; Frankfurt will bring together customers from Germany and Switzerland; Amsterdam will host participants from the Benelux countries and the Nordics; while the final stop in Madrid in October will engage customers from Spain and Portugal. Together, the events are expected to connect more than 1,200 guests with IVECO’s latest innovations and new brand ambition.

Beyond these dedicated customer events, the tour will also pass through some of the most exciting moments of the motorsport season, reflecting IVECO's long-standing bond with racing through its enduring partnerships with MotoGP and the Goodyear FIA European Truck Racing Championship (ETRC). The caravan will accompany key MotoGP rounds in Misano and Valencia, as well as selected ETRC races, from Most and Zolder to Le Mans, before reaching Jarama for the championship finale.
The tour has been created to foster direct dialogue with IVECO community, offering unique opportunities to experience IVECO’s Model Year 26 new ecosystem of products and services firsthand, gaining deeper insights into the solutions designed to support productivity, efficiency and sustainability.

“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 successful S-Way Experience, an engaging customer event dedicated to discovering IVECO’s full heavy-duty range, which in recent years has 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 marks the beginning of a new chapter of engagement with the transport community. It is a journey built on listening, collaboration and shared ambition, reinforcing IVECO’s role as a trusted partner for businesses across Europe.