See, the name Milano is, as you might have guessed, a reference to the Italian city of Milan, the traditional home of Alfa Romeo and once the place where certain Alfa Romeos were built. The issue here is that the new Milano is decidedly not a Milanese car in terms of its construction. Rather it’s set to be built in Stellantis’ Polish plant in Tychy, alongside the Jeep Avenger and Fiat 600 with which the Milano shares a platform.
And that’s where things get tricky and where Italian politicians have become perturbed by Alfa Romeo’s latest model. Fundamentally it is allegedly law – despite the insistence of Alfa’s CEO Jean-Philippe Imparato that it isn’t – that if a car is to be called Milano, it has to be built in Milan. Just as Parma ham has to come from Emilia Romagna and Champagne can only be called Champagne if it’s from the Champagne region of France. The result here is that the Polish-built new small crossover from Alfa Romeo must have a change of identity, from Milano to Junior.
Alfa Romeo is expectedly quite put out by this legal strong-arming, with its feisty sharp-toned release reading that the name is being changed despite its belief that it’s legal and “that there are issues much more important than the name of a car”.
“The Alfa Romeo team would like to thank the public for the positive feedback, the Italian dealer network for their support, journalists for the enormous media attention given to the new car and the Italian government for the free publicity brought on by this debate.”
The Junior name has come from public suggestions, with this being far from the first time Alfa Romeo has taken this tactic. The Duetto of 1966 got its name by public vote, as did the MiTo hatchback of 2008.
“We are perfectly aware that this moment will remain engraved in the history of the brand,” Jean-Philippe Imparato, CEO of Alfa Romeo said in a statement.
“It's a great responsibility but at the same time it's an exciting moment. The choice of the name Junior is completely natural, as it is strongly linked to the history of the brand and has been among our favourites and among the public's favourites since the beginning. As a team, we are choosing once again to share our passion for the brand and make the product and our customers the priority.
“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."