ALFA ROMEO HAS FOUND ITSELF in a bit of a quandary over the name of its new SUV, the European release of which was reported here on seniordriveraus on Tuesday.
The new car, the Milano, is built in Poland. And that’s where the problem arises.
The Italian government has local laws that prohibit the misleading of customers, and according to Adolfo Urso, the Italian Minister of Industry, a car called the Milano would have to be produced in Italy. It’s part of the Italian government’s intention to call out foreign products with “Italian-sounding names”.
Of course, Alfa Romeo was founded in the Italian city of Milan in 1910, but that isn’t sufficient justification for the name.
At the launch of the new Milano last week, Stellantis CEO Carlos Tavares explained to the media that the decision to manufacture the Milano in Poland meant savings of €10,000 ($A16,500) to buyers.
Cue red faces all ‘round.
Stellantis quickly issued an apology and an about face, announcing that “despite believing the name met all legal requirements” they have decided to change the name from Milano to the much less evocative “Alfa Romeo Junior”.
Jean-Philippe Imparato, CEO of Alfa Romeo, said, “We decided to change the name, even though we know that we are not required to do so. The choice of the name Alfa Romeo Junior is completely natural, as it is strongly linked to the history of the brand and has been among our favourites and among the public’s favourites since the beginning.”
The “Junior” name first saw the light of day in 1966 on the GT 1300 Junior, following the success of the Giulia and Giulia Sprint GT coupe. The Junior was aimed at a younger audience without excessive purchase and running costs. It went on to sell 92,000 units.