Following the success of the 2023 Starline Tour, celebrating 10 years of Starline in Italy, this year, we are bringing a bold new chapter. The Emotive Tour 2025 is taking to the road, bringing the entire Emotive brand portfolio directly to the people who keep the Italian aftermarket in motion.

Organised in cooperation with LKQ, the official distributor of Emotive products in Italy, the tour spans 11 strategic locations across the country, hosted at key LKQ RHIAG Italy and LKQ STAHLGRUBER branches. It’s not only a showcase of products, but a shared space to exchange insights and strengthen relationships with wholesalers and workshops.

The first leg of the Emotive Tour took place in May, starting in Cagliari and continuing through Catania and Cosenza, where Emotive connected with customers and partners in key regional markets in the South of Italy. These early stops laid the groundwork for deeper conversations around innovation, product value, and future collaboration.

Theo Theuner, Chief Commercial Officer Emotive, says “The Emotive Tour is about more than showcasing our portfolio. It is about living our values alongside the people who power the aftermarket every day. Italy is a key market for us, and this tour gives us the chance to listen, learn, and respond with professionals on the ground. We are building a community shaped by trust, innovation, and real partnership. And at the heart of it all are the incredible individuals whose passion, dedication, and drive bring the aftermarket to life - proving every day that Magic Drives.”

Marzia Castellani, Chief Commercial Officer LKQ RHIAG Itay, adds “As Emotive’s official distributor in Italy, we see this tour as a powerful way to deepen our local presence and relationships. By welcoming customers into our branches, we are reinforcing that Emotive is not just a brand on the shelf, but a platform with dedicated support, technical know-how, and local service. This direct engagement is key to helping our customers grow.”

Later that month, Emotive made a high-impact appearance at the 30th edition of Autopromotec in Bologna, a milestone moment that marked Emotive’s official debut on the Italian market. As one of the most important international trade shows in the automotive aftermarket, the event provided an ideal stage to present our integrated brand platform to wholesalers and workshops from across Italy. We were proud to welcome so many professionals to our stand and thank everyone who took the time to engage with our team, explore our offering, and share their insights. This meaningful exchange further reinforced our commitment to working in close partnership with the market.

In June, the tour resumed with visits to Bari, Naples, and Rome, where we welcomed customers to LKQ RHIAG branches to explore the Emotive brands and gather valuable market feedback from workshops and parts wholesalers across central and southern Italy.

The journey will continue in September, with the final four events taking place in Padova and Quinto di Treviso, followed by Cinisello and Pero (both near Milan). These stops will further strengthen relationships in northern Italy and close the tour on a high note, reinforcing LKQ RHIAG’s role as a trusted, local partner committed to listening, innovating, and co-creating with the market.