Published15. April 2024, 9:34 p.m.
Automotive industry: Italy folds Alfa Romeo: the Milano changes its name
Giving a model produced in Poland the name of an Italian city caused the government to choke. The brand decided to call it Junior.
Alfa Romeo’s electric SUV is still identified under the name Milano on the manufacturer’s website. But that should change soon.
Stellar
No longer Milano but Junior: the Stellantis group announced on Monday that it had renamed the latest Alfa Romeo SUV model, after the Italian government stepped up to the plate on the grounds that it is produced in Poland.
“While considering that the name Milano complies with all legal requirements, and taking into account that there are more essential matters, Alfa Romeo has decided to change the name from Milano to Junior, in order to promote a climate of serenity and mutual understanding,” the group announced in a press release.
This 100% electric compact SUV model was initially to bear the name Milano, a public choice in homage to the city where the brand was born in 1910.
But the decision angered Italian Industry Minister Adolfo Urso, who argued that a car produced in Poland could not bear the name of an Italian city, based on a 2003 law.
“Preserve positive emotion”
“We decided to change our name, even if we know we are not obliged to do so, because we want to preserve the positive emotion that our products have always aroused and avoid any type of controversy,” explained Jean-Philippe Imparato, CEO of Alfa Romeo, quoted in the press release.
Italy reacted by expressing its “great satisfaction” after emphasizing to Stellantis that “these practices risked ultimately harming production on Italian territory”, according to government sources cited by the Ansa agency.
This announcement comes against a backdrop of tensions between the government of Giorgia Meloni and the management of Stellantis (Peugeot, Citroën, Fiat, Alfa Romeo, Chrysler, Maserati, Lancia), who recently exchanged strong criticisms through the press.