Alfa Romeo recently unveiled its new crossover model, the Milano, but has now decided to change the name to Junior due to political pressure from the Italian government. This decision was influenced by Minister of Entrepreneurship Adolfo Urso, who emphasized the importance of protecting Italian brand names and ensuring that car manufacturer Stellantis, which includes Alfa Romeo, continues to produce in Italy.
The name change was motivated by a law from 2003 that prohibits the use of Italian brand names on products made outside Italy. Despite its popularity, the Milano was being manufactured in Poland rather than Italy. The government’s concern led to the name change in order to comply with legal requirements.
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. CEO Jean-Phillipe Imparato stressed that the company is committed to upholding positive emotions associated with their products and avoiding any disputes.
Despite this setback, Alfa Romeo remains dedicated to producing quality vehicles and respecting legal requirements set forth by the Italian government. The decision may have incurred additional costs for Alfa Romeo, but it ultimately ensures that their reputation and history are preserved while complying with legal regulations.