Alfa Romeo has announced that it will change the name of its new crossover model, the Milano, to Junior. The decision was made in response to political pressure from the Italian government, led by Minister of Entrepreneurship Adolfo Urso. The government’s concern arose from the fact that the Milano, despite its name, was being manufactured in Poland rather than Italy.
This change is in compliance with a law from 2003 which prohibits the use of Italian brand names on products made outside Italy. Urso emphasized the importance of protecting Italian brand names and ensuring that car manufacturer Stellantis, which includes Alfa Romeo, continues to produce in Italy. He also hinted at the possibility of Stellantis’ Chinese partner opening a branch in Europe, potentially in Italy.
Alfa Romeo reluctantly accepted the name change, acknowledging the government’s concerns and wanting to avoid controversy. The new name, Junior, pays homage to a previous Alfa Romeo model and maintains a connection to the brand’s history. Despite this change, Alfa Romeo expressed gratitude for the publicity generated by the discussion. CEO Jean-Phillipe Imparato stressed the company’s desire to uphold positive emotions associated with their products and avoid any disputes.
The decision to change the name was motivated by a desire to maintain the brand’s reputation and history even if it meant incurring additional costs. Alfa Romeo remains committed to producing quality vehicles and respecting legal requirements set forth by the Italian government.