UNRAE, the National Union of Foreign Car Manufacturers, has unveiled a new visual identity and a strategy aimed at extending its services beyond industry professionals and institutions to all Italian citizens. The association, which represents foreign car brands active on the Italian market, presented the changes at a ceremony in Rome on September 23, 2026. The new logo combines a globe with the Italian tricolour and a stylized “U” formed by four dynamic lines, symbolizing the connection between people, territories, and opportunities. UNRAE describes the graphic change as the visual translation of an evolution already underway, rather than the start of a transformation.
Opening to the public
The association is broadening its role to handle what it calls the most rapid and complex transition in the recent history of the automobile. The market now offers a wider range of technologies and usage models, making it difficult for non-specialists to orient themselves. UNRAE intends to use 75 years of data and industry knowledge to help citizens make more informed choices. The group emphasizes that this shift is not merely symbolic but grounded in concrete tools already available to the public.
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Three free services are now available to car owners through the association’s website. One platform allows real-time checks on vehicle recall campaigns, while another maps out city traffic restrictions and ZTL limits. The third provides a summary of regional tax incentives.
UNRAE represents a vast spectrum of the automotive industry, encompassing not only passenger cars but also buses, commercial vehicles, industrial vehicles, and towed vehicles. The association has noted that this representational scope has been further strengthened by the recent entry of new Asian manufacturers, which it interprets as a concrete signal of the Italian market’s attractiveness and the central role of the association within it. This broad coverage allows the group to address the needs of a diverse user base ranging from individual commuters to logistics operators.
Financial and workforce impact
UNRAE represents 47 member companies holding 72 brands from 15 different countries. The associated companies belong to the authorized distribution and assistance chain, which in total generates over 50 billion euros and employs approximately 160,000 people. Since 2013, UNRAE has been part of SISTAN, the National Statistical System, and is considered one of the main sources of information and analysis on the Italian market for cars, commercial vehicles, industrial vehicles, buses, trailers, and semi-trailers.
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Future initiatives and digital presence
The next step of UNRAE’s new course is called “I Mestieri dell’Auto” and will be launched between October and November 2026. This is an editorial partnership designed to tell the sector through the people, skills, and professions that build it every day, with a very “personal” and unconventional approach. Further initiatives will follow to make mobility more understandable and accessible, supported by broader dialogue with the media, including non-specialist channels, and an integrated communication strategy with a strong digital and social presence.
Recognition and support for youth
For twenty years, UNRAE has supported young talents through the Laurea Award dedicated to the automotive industry. The candidacy deadline for the 2026/2027 edition is September 30, with detailed information available on the dedicated page of the UNRAE website.
