Alfa Romeo Renames Electric SUV 'Junior' After Italian Legal Dispute

Alfa Romeo, the Italian luxury car brand owned by Stellantis, has announced that it will change the name of its upcoming electric SUV from 'Milano' to 'Junior' due to pressure from the Italian government. The original name was a tribute to Alfa Romeo's hometown, but Italy's Industry Minister Adolfo Urso declared that a car called 'Milano' cannot be produced outside of Italy, as it would violate a 2003 law targeting 'Italian sounding' products.

Alfa Romeo CEO Jean-Philippe Imparato stated that the company wants to "preserve the positive emotion" and "avoid any type of controversy" surrounding the vehicle. The new 'Junior' name pays homage to a beloved Alfa Romeo sports coupe from the 1960s, which was popular among young buyers.

The Stellantis-owned brand had planned to build the compact SUV at its plant in Tychy, Poland to keep the price competitive, but the Italian government's objection led to the name change. Producing the vehicle in Italy would have increased the starting price from around €30,000 to €40,000.

Why this matters: The renaming of Alfa Romeo's electric SUV highlights the importance of complying with local laws and regulations when launching new products in different markets. It also highlights the significance of a vehicle's name in evoking emotions and connecting with the brand's heritage.

Alfa Romeo and the Italian Alfa Romeo Dealers Association have welcomed the decision to change the name, stating that it preserves the positive emotions associated with the brand. The Alfa Romeo Junior will be built on Stellantis' Common Modular Platform and offered with all-electric and mild hybrid powertrain options. While Australian plans for the compact SUV are yet to be confirmed, it is expected to launch in the market during 2025 as the most affordable Alfa Romeo model.

Key Takeaways

• Alfa Romeo changes name of upcoming EV SUV from 'Milano' to 'Junior' due to Italian law.
• The 'Milano' name was deemed a violation of a 2003 law targeting 'Italian sounding' products.
• The 'Junior' name pays homage to a beloved Alfa Romeo sports coupe from the 1960s.
• Producing the vehicle in Italy would have increased the starting price from €30,000 to €40,000.
• The Alfa Romeo Junior is expected to launch in Australia during 2025 as the brand's most affordable model.