Junior instead of Milano (2024): Alfa is changing the name of its new SUV

The car was still called “Milano”: Alfa boss Jean-Philippe Imparato at the premiere of the SUV in Milan.

The name of the new Alfa model was something like that from the beginning. Earlier it was said that it will be called Alpine pass – similar to two other Italian SUVs, which are called Stelvio (Stelvio) and Tonale (Tonale Pass).

Brennero (Brenner Pass) then? Nope. When the grand premiere ceremony took place on April 10 at the traditional Milano Automobile Club on Milan’s Corso Venezia, Alfa boss Jean Philippe Imparato presented the future volume carrier as “Milano” – a reminder of the brand’s hometown of Lombardy.

You can read more about the new Alfa SUV here

But it didn’t end there. Just a few days after the world premiere, Alfa Romeo sent a message that at first tried to interpret as a belated April Fool’s joke: the Milano was being renamed “Junior”. What please?

No, not a joke, but serious attention from the Alfa’s point of view. The name change was not voluntary. There was more political pressure behind it. Milano had barely entered the lights when Adolfo Urso had already registered a violent protest. Urso is the Minister of Trade and “Made in Italy” in the cabinet of Giorgia Meloni; As its head of government, he belongs to the right-wing conservative Fratelli d’Italia party. The Minister of Economy’s reason for disapproval: The name “Milano” may mislead customers. Because he suggests that the car will be produced in Milan or at least in Italy. But that’s not the case: Alfa’s new SUV rolls off the assembly line in Tychy, Poland.

Illegal name

Urso, who recently announced April 15 as “Giornata Nazionale del Made in Italy”, the official day of “Made in Italy”, mentions more than his personal feelings. Instead, he refers to the law that protects the designation of origin of Italian products since they must be made on Italian soil. Of course, this applies to other products and foods, from Parma ham to Parmesan. But Urso also considers the model name “Milano” illegal and therefore not allowed under Italian law.

Alfa Romeo responded immediately – and very calmly. “The name Milano is wrong? Junior then!” He said with what felt like a shrug at the press release. The CEO of Alfa Imparato does not want to hide the fact that changing the name is an unprecedented process. “We are fully aware that this moment will go down in the history of Alfa Romeo,” he said. And: “We have decided to change the name, although we are not obliged to do so.” Stefano Odorici, president of the Italian Alfa Dealers Association, added that as a “partner brand” they sought to avoid controversy, which could only reduce “enthusiasm and great attention for the new car”. Simply put: No public smearing, which would be worse in terms of PR than the name change is now.

In conflict with Stellantis

Nationalist Economy Minister Urso and the conservative right-wing government in Rome have long been at loggerheads with parent company Fiat Stellantis, which, along with Opel, Jeep, Peugeot and Citroën, also includes other Italian brands such as Fiat , Lancia. and Maserati. According to politicians, Stellantis has a lot of cars and equipment made outside of Italy.

“Junior” Hat Tradition

When it came to choosing the name of the new SUV, Alfisti’s fan base was also consulted. Even then, “Junior” ended up at the top of the favorites. After all, the name is appropriate in several ways. On the one hand, because the old Milano and the current Junior are the smallest SUVs in the Alfa shop. And on the other hand, because the name of the model has a tradition. It was used for the first time in 1966, at that time for the Alfa Romeo Giulia Sprint GT coupé version, which was intended to attract younger customers. A Spider 1300 Junior followed soon after, and the two-door Alfa Romeo Zagato Junior sports coupe was produced from 1969 to 1975. So the new junior is in good company.