Backlash, including from the Italian government, means the new car will instead be called the Junior
Last week, Alfa Romeo unveiled its newest model for the European market, a subcompact crossover SUV to slot in below the Tonale and Stelvio models. It was to be named the Milano, in honor of the northern Italian city where the company got its start more than 100 years ago.
But in a first for the brand, the Milano was to be made outside Italy, in Poland (but the Alfa Romeo Bydgoszcz doesn’t have quite the same ring). To use a geographical name like Milano on a car not being made there was seen as a faux pas not only by Italians generally but even by their government. Adolfo Urso, the Minister of Economic Development, even suggested selling a car called Milano that isn’t made there would be against Italian law. There’s certainly precedent from the world of wine and cheese (try buying a bottle of Amarone or hunk of Parmigiano that’s not made in their respective regions of Italy), but it isn’t clear if Alfa actually fell afoul of any rules.
Alfa put out a remarkably snarky press release on Monday, titled “Milano Name is not OK? ‘Alfa Romeo Junior’ then”. The slightly janky translation only serves to emphasize their thinly-veiled Italian rage. Alfa claim that the Milano name was legal and take a clear dig at their government, saying “there are more important things than the name of a new car”. But, Alfa says, “in the spirit of promoting mutual understanding”, they’ve gone with another historic Alfa name. The Junior moniker was first applied to the GT 1300 Junior in 1966, a car meant to attract younger buyers (who as we all know, love to be called Junior), much as this new crossover is.
“We decided to change the name, even though we know that we are not required to do so, because we want to preserve the positive emotion that our products have always generated and avoid any type of controversy,” says Alfa CEO Jean-Philippe Imparato in the release.
The Milano Junior isn’t coming to the US, which is probably smart after the name change. “Milano” suggests fashion and verve, while Junior just seems slightly demeaning. It’s a shame, though, as the Junior looks great in early photos. If it’s anything like the others in Alfa’s range, the Junior has the potential to be a crossover that’s a thrill to drive.