Industrial Made in Italy Beyond Borders: A New Definition of Identity

In this Photo: Umberto Maria Cini - Dulevo Sales & Marketing VP

By Matteo Valléro, Editorialist & Columnist, Italy 

One of the most common misunderstandings in international discussions about "Made in Italy" is the tendency to confuse corporate ownership with a company's productive and cultural identity. In today's interconnected economy, investment capital moves freely and without national borders. Know how, however, remains rooted in the place where it was developed. That combination of engineering expertise, functional design, and manufacturing precision continues to define the real essence of Italian excellence. It is this strength that attracts foreign investment while allowing distinctly Italian innovation to expand on a global scale.

A compelling example of this model is Dulevo, the Emilia based manufacturer recognized worldwide for producing advanced sweeping machines for urban and industrial cleaning. The importance of the company has even led the Challenge podcast to dedicate two complete episodes to its story. While an earlier episode featured Managing Director Maurizio Giansiracusa discussing the company's operational philosophy and leadership approach, this edition turns its attention to international markets through the perspective of Sales & Marketing VP Umberto Maria Cini.

A defining chapter in Dulevo's recent history came with its integration into the prestigious French industrial group Fayat. Rather than weakening the company's identity, this move has strengthened its global capabilities. It demonstrates that genuine Italian excellence does not lose its character through international partnerships. Instead, it uses those opportunities to grow its presence worldwide.

Mr. Cini, Dulevo represents a historic pillar of Italian mechanical engineering and is today an integral part of a solid French group. For an international audience fascinated by Italy, what does "Made in Italy" concretely mean in your sector today? How do you keep this engineering DNA intact and maximize its value within a multinational dimension? 

"Dulevo has always been synonymous with Italian identity, and it has remained so even after its acquisition by the Fayat group. The group is founded on three core values, the first of which is autonomy. They have fully respected this principle, allowing Dulevo to maintain its corporate culture completely intact. Personally, I believe that the greatest expression of Italian identity lies in our ability to innovate, to remain agile in competitive environments that are sometimes highly rigid, and to deliver class-leading quality and performance.

Furthermore, Italian companies possess a unique, defining trait: passion. They reflect the character of the people inside them, driven by the strength and enthusiasm to be recognized as global leaders. These characteristics have always defined Dulevo and continue to do so today. The international group that acquired us has done nothing but reinforce this, granting us full autonomy in line with their values.

The group's other two values are audacity and commitment. We bring the audacity of being Italian to the market with commitment: we present distinct products that establish themselves through innovation and their capacity to represent a positive 'delta' over the competition. This is an element we maintain regardless of management changes, precisely because it is deeply embedded in our corporate culture."

Selling a sweeping machine for use in a major city or an industrial complex is very different from marketing a consumer product. It is a sophisticated B2B process in which customers seek more than equipment. They invest in dependable, long term solutions capable of lowering maintenance costs over time. In this environment, the role of Sales & Marketing extends well beyond promotion. It requires the ability to translate engineering excellence into clear business value that resonates across different international markets.

In the heavy machinery and urban maintenance market, the sales cycle is long, complex, and frequently involves public administrations or large contractors. How do you structure a marketing and sales strategy capable of communicating the high added value and precision of Italian manufacturing to a global audience, moving past a race-to-the-bottom price logic?

"This is a question that could fill an entire treatise because it involves a complex journey. It certainly begins with brand positioning. We Italians are exceptionally skilled at positioning ourselves in the premium segment: our brand equity is perceived as—and actually is—very high. This is the baseline first step for everything we do worldwide.

From there, we navigate complex realities because, as the saying goes, 'different countries, different realities'. Broadly speaking, the common denominator is the ability to understand the specific needs of the target market and identify the optimal application to address the customer's requirement. Evidentially, this is not a purely commercial response, but a solution achieved through sophisticated engineering and highly complex technical relationships that sequentially involve technical departments, purchasing departments, and ultimately municipal authorities.

It is a process that can take years. Given that we are a global brand, the hardest part is helping those who manage public tenders—which are frequently dictated by price—understand that highly refined technical solutions naturally command a higher price point than the competition."

Today, reliability alone is no longer enough. Cities around the world are moving through an unprecedented environmental transition. Municipal priorities now include zero emissions, lower levels of fine particulate pollution, and smarter mobility solutions. The urban cleaning industry must respond with advanced electric vehicles, transforming environmental responsibility into a significant commercial opportunity. This is where Italian innovation continues to distinguish itself.

In this Photo: Dulevo Factory in Fontanellato - Parma (Italy)

Global metropolises demand increasingly stringent environmental standards: electrification, noise reduction, and absolute control over fine particles. From your privileged vantage point, how do you capture these emerging market needs, and how does sustainable innovation translate into your primary commercial lever to conquer new shares of the international market?

"The 'zero emissions' goal for electric vehicles is not a one-size-fits-all answer to the needs of different municipalities. The crucial pressure points are actually the reduction of fine particles and noise pollution, alongside, of course, the adoption of electric powertrains.

Dulevo represents absolute excellence here, as we offer technological solutions featuring proprietary filters—developed entirely in-house by Dulevo—that eliminate 99.5% of all fine particles, ensuring an elite tier of eco-friendliness. Indeed, numerous global studies confirm that a massive portion of air pollution stems directly from fine particles accumulated on the asphalt.

Added to this is minimized noise pollution, achieved through technological systems that deliver high performance without generating elevated noise levels. Another fundamental parameter in this transition is the Life Cycle Assessment, which evaluates the product's entire life cycle: it is through this assessment that we concretely measure the true environmental footprint of the vehicle over its entire operational lifespan."

The message that emerges from Dulevo's commercial strategy and corporate identity is unmistakable. Italian manufacturing does not require barriers to preserve its value. Instead, it often reaches its highest potential when supported by international industrial structures that recognize and respect its expertise. Success is defined not by the nationality of ownership, but by the skill of the engineers, the craftsmanship of those who build the products, and the vision of the professionals who introduce them to customers around the world.