Following a significant name change for its B-SUV, Alfa Romeo has officially replaced the "Milano" with "Junior." This decision was made just five days after its unveiling on April 10th.
The controversy that arose with the government after the announcement of the creation of the vehicle played a key role in this decision. The Minister of Made in Italy, Urso, stressed that “a car called Milano cannot be made in Poland”.
Government Criticism and Italian Sounding Law
The minister's arguments are based on the law that in 2003 introduced Italian Sounding, a specification that prohibits misleading information to the consumer. Since the Alfa Romeo Milano is produced in Poland, Minister Urso argued that this could deceive customers into thinking that the car was made in Italy. This law aims to combat the spread of products that claim to be "Italian", but which until now had never actually been applied to a vehicle.
Stellantis' response and the adoption of the new name
For the avoidance of doubt, Stellantis leaders have chosen to change the name from Milano to Junior. In a statement released yesterday, they explained: “Although we believe that the name Milano complies with all legal provisions, and given that there are more relevant matters at hand, Alfa Romeo has decided to change the name to Alfa Romeo Junior, with the aim of promoting a climate of tranquility and relaxation.”
The view of Alfa Romeo CEO Jean-Philippe Imparato
Imparato, the CEO of Alfa Romeo, said that the “choice of the new name Alfa Romeo Junior is perfectly logical, given its close connection with the history of the brand. Among the various names considered, it was one of the public’s favorites.”
He said the decision to change was made, despite there being no legal obligation, to preserve “the positive emotion generated by our products and to avoid any controversy”.
The manager's decision and Minister Urso's response
Imparato then made it known that "no one told me on Friday to change the name but when you breathe a certain type of attitude, you have to do it. We do not intend to pay fines, the company's money is too precious, I do not want to pay for the right to import cars and I do not want to see my cars blocked, so I change the name universally".
Minister Urso's intervention was immediate, considering the change as "good news". On April 15, during the celebration of Made in Italy Day, he stated: "I believe it can enhance Italian work and business, helping us to reverse the trend also on the automotive production front in our country.”, concluded the government representative Meloni.
Finally, it is worth remembering that the name Milano had a difficult precedent with Alfa Romeo. It had been selected for the Giulietta, but was changed shortly before its presentation, following the closure of the historic Arese plant.
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