Iveco lays out plans to become ‘premium partner’

Iveco has made a clear declaration that becoming a ‘premium partner’ relies on more than just the vehicles, and that a combination of service, quality and competitive total cost of ownership are just as important. This intention was laid out at the recent Iveco Experience 2026 showcase that saw over 1,300 guests descend on the Officine Grandi Riparazioni (OGR) in Turin to find out more about the brand’s new direction called ‘Spirito in Movimento’.

Luca Sra, President of the Truck Business Unit for Iveco Group, comments: “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.”

Let’s start with the vehicle line-up which included new generations and updates to the Iveco S-Way, Eurocargo and Daily commercial vehicles, and a closer look at the brand’s electric vehicles including the S‑eWay, eDaily, eJolly and eSuperjolly. It’s certainly a comprehensive range, especially now that Iveco offers smaller commercial vehicles.

For those that don’t know, Iveco has taken two of the Stellantis electric van platforms (medium and large van) and turned them into their own vans. When we challenged the bosses on how a sixth brand in the UK now rebadging the Stellantis vans as their own could further dilute consumer choice and push operators to cheaper electric vans, we were told Iveco is more concerned with being able to offer a comprehensive commercial vehicle product range backed by improved aftersale services to its customers.

We can’t argue with the logic, Iveco wants to be a one-stop shop and the most affordable way to do that at the smaller end of the commercial vehicle market (for it and its customers) is to share platforms. Toyota already does it with its Proace City, Proace and Proace Max vans (all rebadged Stellantis vans), and it seems to be working. Toyota has set its versions apart by offering its own improved post-sale services and robust warranty packages, much like Volkswagen has done with its Transporter van (that platform shares with the Ford Transit Custom) and the excellent 5+ Promise that covers all MOTs, services and breakdown cover for the first five years. Iveco will rely on the same ‘package view’ to win customers over.

But we digress. The brand’s new strategies and pillars (explained below) were showcased through dedicated areas in the exhibition hall to soak us in Iveco’s product ecosystem. The aim was to show us how vehicles, services and digital tools work seamlessly together to simplify operations, support smarter decisions and optimise total cost of ownership. By the end it was certainly more clear that the ‘one-stop shop’ analogy is bang on the money.

At the event, we got the sense that the company was going to great lengths to demonstrate renewed ambitions. Iveco wants to be a value-driven mobility partner that supports customers with services, tools and relationships that keep their businesses moving rather than just a range of vehicles. And it’s going to do that by focusing on a new strategy with three core pillars:

This pillar aims to recognise design as a discipline putting the people at the centre of every decision, from comfortable driver cabs to improved digital interfaces. At the event we saw some impressive installations showing off new front grilles and a walk-in cab display so we could see the new designs in situ.

This next pillar is about the customer journey through daily operations, finance, renewal and the day-to-day. To illustrate this one, we were shown tools such as the Total Cost of Ownership Calculator and the Iveco On platform to demonstrate how connected technology could reduce complexity and support smarter customer decisions.

And finally, this pillar encapsulates Iveco’s commitment to taking care of drivers, customers, partners and everyone who shares the road with the brand. We were told it means “anticipating needs, being present at every stage of the journey and building relationships that go beyond the transaction”, shown at the event through the Customer Uptime Centre and Mobile Workshops.

How this all comes together will be judged on user reactions... although Iveco has all the ground work in place and new products in new categories coming to market. A 'premium' brand often makes you think of high-end cars, but Iveco says 'premium' is about service as much as it is the vehicles. We will keep a watchful eye on the brand's progress over the coming years. 

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