Have the Italians made any attempt to develop an premium wine that can compete with the French?

This is less a question than a statement.Ive been doing a little research into wine,and with what I've learned,in conjunction with some good advice from fellow S.W users(Thanks,Lamont Cranston!),I've picked up the fact that France and Italy have a sort of wine-producing rivalry between them.I also know that while Italy has the advantage in medium-quality wines,France makes the best of the ultra-high quality product.But I'm surprised that the Italians haven't at least attempted to bridge that gap.Surely there is SOMEWHERE in the Italian wine growing regions that they could try to create a custom-made,super high quality grape to produce to vintage that can match the very best of what the French have to offer.I would think that national pride would demand it!