Alfa Romeo has recently announced the change of name of its new crossover model from Milano to Junior. The decision was influenced by political pressure from the Italian government, particularly Minister of Entrepreneurship Adolfo Urso. The government’s concern stemmed from the fact that despite its name, the Milano was being manufactured in Poland, not 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 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 the name 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.
Alfa Romeo remains committed to producing quality vehicles and respecting the legal requirements set forth by the Italian government. 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.
