Alfa Romeo Quickly Changes Milano’s Name After Government Push Back
Italian Government Says Alfa Can't Use Name Since The Vehicle Isn't Made In Italy...
In a surprising turn of events, Alfa Romeo has quickly changed the name to its all-new Milano subcompact crossover just days after its unveiling.
The Italian automaker had originally christened its latest creation as the “Alfa Romeo Milano,” intending to pay homage to the city where its illustrious history began over a century ago. However, amidst a storm of controversy between Stellantis and the Italian government, the authorities have filed an official complaint that claim it to be illegal to sell “Italian-sounding” products not produced in Italy.
In recent month, Stellantis has faced significant criticism from prominent Italian figures, including the Prime Minister, regarding the direction it is taking with iconic Italian marques, especially Alfa Romeo, FIAT, and Lancia. Key issues include plant closures and slow downs in production, shrinking workforce, declining sales, and production of its iconic Italian nameplates being moved outside the country.
Italian Prime Minister Giorgia Meloni, in an interview with Reuters, highlighted ongoing talks between the Italian government and Stellantis regarding plans to increase annual production in Italy to 1,000,000 vehicles. However, Meloni expressed skepticism about Stellantis’ commitment to Italy, claiming that the automaker seems more focused on France than on its industrial choices in Italy. She stressed the importance of Stellantis delivering on its promise to produce Italian-made vehicles, especially when marketing them as “Italian jewels.” Meloni criticized Stellantis, saying, “If you want to sell a car… advertising it as an Italian jewel, that car must be Made-In-Italy.”
Responding swiftly to the brewing dispute, Alfa Romeo has rebranded the crossover as the “Alfa Romeo Junior,” a nod to its heritage and a move aimed at defusing the contentious situation. The new name draws inspiration from the company’s past, specifically from the trim level of the iconic Giulia coupes from the 1960s.
Jean-Philippe Imparato, CEO of Alfa Romeo, emphasized the decision’s significance, stating, “We are perfectly aware that this moment will remain engraved in the history of the brand.” Imparato further added, “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 favorites and among the public’s favorites since the beginning.”
Stefano Odorici, President of the Italian Alfa Romeo Dealers Association, echoed the sentiment, highlighting the brand’s inclusive nature and its commitment to fostering passion and positive emotions among its customers. “Alfa Romeo is an inclusive brand, which welcomes and generates passion and positive emotions,” Odorici remarked.
The sudden name change has caused some confusion among consumers and enthusiasts, especially those who were eagerly anticipating the arrival of the Milano. However, Alfa Romeo assures that the essence of the vehicle remains unchanged, with its striking design and performance capabilities.
The Junior is Alfa Romeo’s first battery-electric vehicle (BEV). It will initially be offered exclusively powered by an electric powertrain, with mild-hybrid engines added later. Launch versions will be offered as dual-motor, four-wheel-drive. The Alfa Romeo Junior Elettrica (Electric) has a 54 kWh battery pack, offering a range of over 410 kilometers (255 miles) on a single charge.
The new Junior will be manufactured alongside the Fiat 600 and Jeep® Avenger in Tychy, Poland, sharing the same STLA Small (e-CMP) platform. The vehicle is set to be released in about 38 counties by the end of the year.
Alfa Romeo Junior ELETTRICA BEV Image Gallery:
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