Lombardy, Europe, and the Italian brand the world often doesn’t see

Sometimes we forget how many areas inside Italy are literally among Europe’s economic engines—and Lombardy is one of them.

We’re talking about nearly ten million people and GDP in the range of €490 billion.

Lombardy is second in the EU by GDP, right after Île-de-France.

For scale: if Lombardy were a country, its economy would be comparable to Austria’s and larger than Denmark’s.

In other words: not just a region, but a European industrial power.

Yet when I’m abroad—and I spend a lot of time there—people still often see us as pizza, pasta, and mandolins, or as living only on tourism.

As if we weren’t also the country that builds some of the best things in the world.

Just look at the brands you run into abroad and ask where they really come from.

Automotive and engines: not only Ferrari, Lamborghini, and Maserati, but also Pagani, Fiat, Alfa Romeo, Brembo, and Pirelli behind a huge share of performance worldwide.

Two wheels: Ducati, Piaggio Group, Aprilia, Moto Guzzi, Vespa—and many remember Malossi and Polini from tuning scooters.

Design and furniture: B&B Italia, Poltrona Frau, Cassina, Kartell, Artemide, Flos, Molteni&C.

Fashion and luxury: Prada, Giorgio Armani, Gucci, Dolce&Gabbana, Versace, Moncler, Fendi, Valentino, Ferragamo, Zegna, Brunello Cucinelli.

Food & beverage: Ferrero, Barilla, Lavazza, illycaffè, Campari, Martino, and wine regions that are global brands.

Yachting: Ferretti Group, Azimut, Riva, Sanlorenzo.

Then there’s the less-told Italy: packaging and machinery (IMA, Coesia), automation and mechatronics, energy and infrastructure (Enel, Eni, Terna, Snam, Prysmian), aerospace (Leonardo, Avio), pharma and biotech (Menarini, Chiesi, Recordati, Bracco, Diasorin).

And tech too—often assumed not to be Italian at all—where we’re seeing major moves lately.

Bending Spoons in Milan is becoming a European case: acquisitions like Evernote, Vimeo, and WeTransfer, and more recently Eventbrite, with a growth strategy few in Europe are matching.

Fitness and wellness: Technogym, a global leader exporting to 100+ countries with revenue on the order of €900 million in 2024. I’ve found Technogym equipment in gyms and hotels everywhere.

The point isn’t self-congratulation—it’s to remember this is our present, not only our past.

And if we think nothing can be done in Italy today, we’re ignoring living proof to the contrary.

It takes vision, trust, and the will to build without wallowing.

The future belongs to those who decide to make it happen—as we’ve already done countless times.