Alfa Romeo’s new crossover model, the Milano, has been renamed Junior due to political pressure from the Italian government. The name change was prompted by a law from 2003 that prohibits the use of Italian brand names on products made outside Italy. Despite being manufactured in Poland, the Milano was named after Italy, leading to concerns about protecting the country’s brand identity.
Minister of Entrepreneurship Adolfo Urso emphasized the importance of preserving Italian brand names and encouraged Alfa Romeo to continue producing vehicles in Italy. He hinted at the possibility of Stellantis, Alfa Romeo’s Chinese partner, opening a branch in Europe, potentially in Italy. The company reluctantly agreed to change its name to Junior, acknowledging the government’s concerns and avoiding controversy.
The new name pays homage to a previous Alfa Romeo model and maintains a connection to the brand’s history. CEO Jean-Phillipe Imparato expressed gratitude for the publicity generated by the discussion and stressed his company’s commitment to upholding positive emotions associated with their products and avoiding disputes.
Alfa Romeo remains dedicated to producing quality vehicles while respecting legal requirements set forth by the Italian government. The decision to change its name was motivated by maintaining its reputation and history while minimizing additional costs.