Alfa bowed to pressure from the Italian government who objected months after finding out about the planned name for the Polish-built SUV
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- Alfa changed its SUV’s name from Milano to Junior only a week after launch
- An Italian minister claimed using the Milano name on a Polish-built car would have been illegal
- The government reportedly knew about the Milano name for months, but waited until after the global reveal to object
If a giant dog turd finds its way through Adolfo Urso’s letterbox in the coming weeks, the carabinieri will make Alfa Romeo CEO Jean-Philippe Imparato’s home their first call. Urso is Italy’s Minister of Business and the reason Alfa Romeo has embarrassingly opted to change the name of its new baby SUV from Milano to Junior only days after the global reveal – despite Urso’s team knowing about the name for months.
Urso objected to Alfa’s use of the name Milano, claiming that the name was illegal because it could mislead buyers into thinking the SUV was made in the city when in fact the newly retitled Junior isn’t even made in Italy. You know, like how only fizzy wine made in the Champagne region of France can call itself champagne. The Junior is actually built at the Stellantis plant in Tychy, Poland, alongside the Fiat 600 and Jeep Avenger that share its platform.
More: This Isn’t The First Time Alfa Romeo Dropped The Milano Name
“A car called Milan cannot be produced in Poland,” Urso said. “This is prohibited by the Italian law that provides that no indications should be given that mislead the consumer.”
Alfa refuted Urso’s claim of illegality, saying that it was not obliged to change the name, but had done so “in the spirit of promoting mutual understanding.” Alfa Romeo also, with tongue firmly in cheek, thanked the government for the “free publicity brought on by this debate.”
Behind the scenes, though, Imparato and his team must be seething. Italian news media is reporting that the decision to call the SUV Milano was taken on December 13, 2023 (it was referred to as the Brennero during development) and that the ministry was made aware of that decision, but didn’t voice any objections until months later.
“No one told us anything, the controversy arose the day after the presentation. Very strange,” Imparato is quoted as saying by Corriere Della Sera.
Even if the Milano name had contravened some Italian law, it wouldn’t have prevented Alfa calling it by that name in other markets. But instead it has opted to change the name to Junior in every country where it will be sold. Alfa won’t put a figure on how much the last-minute rebranding will cost it, but apart from redesigning digital pages about the car, the automaker will have already tooled-up to make thousands of badges and perhaps printed stacks of handbooks and other material, too.
More: Alfa Romeo Milano Renamed Junior After Dispute With Italian Gov
So Junior, it is, a name Alfa Romeo fans will know was previously used on entry-level coupes in the 1960s, and a fitting title for the smallest car in the automaker’s lineup. Personally, we prefer it, but maybe Alfa initially turned it down because Junior sounded a bit childish to buyers not familiar with Alfa’s heritage. Which do you prefer, and should Alfa have bowed to pressure from the Italian government? Leave a comment below and let us know.
