Alfa Romeo Ditches ‘Milano’ for ‘Junior’: Italian Brand Name Changes Amid Government Pressure

Alfa Romeo has recently changed the name of its new crossover model from Milano to Junior, following political pressure from the Italian government. The decision was prompted by concerns over the fact that the Milano, despite its name, was being manufactured in Poland rather than Italy. A law from 2003 prohibits the use of Italian brand names on products made outside Italy, leading to the name change.

The Italian government’s concern stemmed from the need to protect Italian brand names and ensure that car manufacturer Stellantis, which includes Alfa Romeo, continues to produce in Italy. Minister of Entrepreneurship Adolfo Urso emphasized this point and hinted at the possibility of Stellantis’ Chinese partner opening a branch in Europe, potentially in Italy. Despite initial reluctance, Alfa Romeo agreed to change the name to avoid controversy and maintain a positive reputation for their brand.

The new name pays homage to a previous Alfa Romeo model while maintaining a connection to the brand’s history. CEO Jean-Phillipe Imparato expressed gratitude for the publicity generated by the discussion and stressed Alfa Romeo’s commitment to upholding positive emotions associated with their products and avoiding disputes.

In changing the name, Alfa Romeo faced additional costs but remained committed to producing quality vehicles and respecting legal requirements set forth by the Italian government.