Direct Line launches in Italy today. The red phone logo and the same name - in English - will spearhead an attempt to revolutionise Italy's direct insurance market, the company said. The direct insurer will start by selling just motor cover. It hopes to have 500,000 policyholders in Italy within five years. Direct Line's only other current operation in Europe is in Spain where it launched in 1995. It aims to launch in Germany towards the end of next month.