The Reason Why Italy Banned Alfa Romeo's New SUV Name
Alfa Romeo's newest compact SUV, the Milano, was announced for Europe last week. At least it was called the Milano; It has now been renamed the Alfa Romeo Junior, according to a press release by Stellantis — the parent company of Alfa Romeo. Why? After all, the name "Milano" is about as Italian as you can get, and it pays tribute to Alfa Romeo's very long and storied history. The reason for the name change boils down to an obscure Italian naming law.
Per a report in Automotive News Europe: Adolfo Urso, the Industry Minister for Italy, said that Italian law prohibits given Italian-sounding names to products that aren't made in Italy. On the surface, that doesn't seem like it would have any bearing on Alfa Romeo or it's upcoming car, except the fact the Milano (now Junior) is made in Poland.
A press release states: "Despite Alfa Romeo believing that the name met all legal requirements and that there are issues much more important than the name of a new car, Alfa Romeo has decided to change it from "Milano" to "Alfa Romeo Junior" in the spirit of promoting mutual understanding."
Alfa Romeo 'Junior'
The new name, "Junior," may sound odd. However, the new nomenclature is also steeped in Alfa history, like the old name. The Alfa Romeo GT 1300 Junior, which was first unveiled in 1966, was one of Alfa's best sellers in the era and took the place of the old Alfa Romeo Giulia — a name that Alfa has also brought back.
Alfa Romeo's CEO Jean-Philippe Imparato reflected on the new name: "We are perfectly aware that this moment will remain engraved in the history of the Brand. It's a great responsibility but at the same time it's an exciting moment. 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."
Stellantis and Alfa Romeo seem to be taking the news in stride, even thanking the Italian government for the "free publicity brought on by this debate." In all likelihood, the Italian law that necessitated the name change would have been fairly toothless to Alfa Romeo. However, one should never shy away from an opportunity to drum up some goofy press.
Plus, Junior seems like a perfect name for a little sporty electrified crossover. Unfortunately for Alfa Romeo fans in North America, the Milano/Junior has not been announced for that market. You will have to make do with Alfa's other electrified SUV, the Tonale.