Produced in Poland, Alfa Romeo Milano must finally give up its name

After the new Lancia Ypsilon was discovered stolen and recovered from the bottom of the river, Stellantis went on a turbulent launch. It is at this time in Alfa Romeo that the presentation of the new model turns into a fiasco. Launched five days ago after a long communication campaign focused on its name, chosen by the public, Alfa Romeo Milano must finally change its name.

The brand’s new city SUV is not only its first model to be released in a 100% electric version. This cousin of the Jeep Avenger and the Fiat 600 is also Alfa Romeo’s first car to be manufactured outside of Italy. Despite its name referring to the brand’s hometown, it will be assembled in Poland, in Tychy, along with its colleagues.

But this transfer does not please the Italian government at all, which already has a tense relationship with Stellantis, and especially the Minister of Trade and Made in Italy, Adolfo Urso. Finally he reminded Alfa Romeo that“a car called Milano cannot be produced in Poland. It is prohibited by Italian law”explaining “that it is forbidden to provide information that misleads consumers. Therefore, a car called Milano must be made in Italy” (source: European Car News)

For Stellantis, however, there is no question of returning the production of its SUV to Italy. “If it had been made in Italy, the Milano would have been sold from €40,000 instead of €30,000, which would have reduced its market potential”had already defended Carlos Tavares, CEO of the group (source: European Car News)

The new name of “Avoid any kind of arguments”

So, as Alfa Romeo mentions recently press release, “Milano’s name doesn’t fit? Then he’ll be Junior!” The brand preferred to choose a new name, which still repeats its history, but avoids any allusion to Italy. It was launched in 1966 with the GT 1300 Junior.

“We decided to change our name, even though we know we shouldn’t, because we want to preserve the positive feelings that our products have always evoked and avoid any kind of controversy”, explains Jean-Philippe Imparato, CEO of Alfa Romeo. However, the damage has already been done as the production of the Milano in Poland has not been recognized at all, as its manufacturer would have liked. It remains to be seen if customers of the model will care, knowing that Alfists are probably not the target of this hybrid and electric SUV.