After uproar, Alfa Romeo renames Milano SUV the Junior

After uproar, Alfa Romeo renames Milano SUV the Junior

Automotive News Europe — 2024-04-15

Automotive Industry

The Stellantis subsidiary upset Italian politicians by giving the electric SUV an Italian name when it is built in Poland.

Alfa Romeo is renaming first full-electric model the Junior following a growing debate with the Italian government on using the name of an Italian city, Milano (Milan in English), for a car that will be built in Poland.

Alfa Romeo decided to change the name on Monday, 15 April 2024, after a confrontation with officials from the Industry and Made in Italy Ministry on Friday, 12 April 2024, two days after the small SUV was unveiled in Milan.

Alfa Romeo CEO Jean-Philippe Imparato said the brand renamed the Milano to avoid further conflict. “When you move into political discussions, you immediately lose half of your buyers and we wanted to prevent this,” Imparato said during a news conference.

Imparato said the financial impact of the name change will be negligible because Milano production has not yet started and very few marketing projects will have to be changed.

Imparato said Alfa had given the Italian authorities a detailed explanation on why it considered the use of the Milano name as fair.

He said the arguments presented to the authorities included a number of points:

• The Milano name was chosen as an homage to the city where Alfa was born in 1910.
• Milano finished first in a web poll with Alfa enthusiasts ("Junior" was second) conducted last summer (2023)
• Alfa never said or suggested that the car was built in Milan or in Italy
• The Milano/Junior was designed and engineered in Italy
• “Made in Poland” is clearly stated in a vehicle identification number on a pillar
• There are a number of cars that bear names of cities not connected to their production sites (for example, the Kia Sorento and Rio, Nissan Murano, Hyundai Santa Fe and Tucson; Toyota Tacoma and Chevrolet Malibu)
• Alfa said 18 months ago (2022) that its coming small car would be built in Poland 
• The name Milano was announced on 13 December 2023 (in Milan) and there had been no reaction from the government until the day after the Milano unveiling (10 April 2024)

Imperato said that Alfa Romeo decided to change the name even though it was convinced that it could win a case if taken in court. He said the brand is already working “belly down” to refocus its marketing and communication strategy on the Junior name.