Three cars were offered in the first year, an 18hp, a 24hp and a 50hp. In 1905 they started making very large engined racing cars with a 14.8 Litre 4 cylinder model which won the Coppa Florio and the year after that the Targa Florio. In 1907 a 7433 cc 35/45hp model driven by Count Scipione Borghese won the Peking to Paris motor race by three weeks. These sporting successes helped sales dramatically, the company continued to grow. The company experimented with a range of novel engines such as variable stroke, sleeve valve and "Avalve" rotary types and at the beginning of WW1, offered a wide range of cars. During the war Itala built aeroplane engines but made a loss producing them.
After the armistice car production resumed with models based on the pre war cars such as the Tipo 50 25/35hp and a re-appearance of the Avalve in the 4426 cc Tipo 55 but financial success eluded the company
From 1924 the company was being run under receivership and they appointed Giulio Cesare Cappa from Fiat as general manager. He produced a new car, the Tipo 61 with 6 cylinder alloy engine which was well received but he then decided to return to motor sport producing the Tipo 11 a very advanced car with front wheel drive, V-12 supercharged engine and all round independent suspension but the car never raced. Two Tipo 61s did take part in the 1928 Le Mans 24 hour race winning the 2 litre class.