The name Alfa Romeo Milano causes problems

It is not a new thing that Italians are proud of products from their own country. For example, a bag of grated Parmesan cheese in a supermarket is called Parmigiano-Reggiano only if the product comes from that region of Italy. They also do it in Spain, France and even we share it with our Gouda cheese. Alfa Romeo plans to call its new SUV the Milano. But the Italian ministry does not agree with this.

For the first time, Alfa wants to produce outside of Italy. The new Milano is manufactured at a factory in Tychy. This is the Polish city where Stellantis – the group that includes Alfa – also builds the Jeep Avenger. The group has a good reason why they produce the Alfa Romeo Milano in Poland: it saves Stellantis and buyers a lot of money. Stellantis boss Carlos Tavares says otherwise Automotive News: ‘Producing the Milano in Poland, instead of Italy, cuts 10,000 euros from its retail price, which starts below 30,000 euros.’ That’s a big bite.

Why Alfa Romeo Milano could get a different name

The area of ​​production as well as the name of the car is what the Italian government is not happy about. Aldofo Urso is Italy’s Minister of Economic Development. According to him, Milano has a name that is related to Italy, so the car should also be produced there. So he says Reuters: ‘A car called Milano cannot be made in Poland. This is prohibited by Italian law.”

He continues: ‘The law says that you cannot give instructions that mislead consumers. So a car called ‘Milano’ must be made in Italy, otherwise it gives a misleading indication, which is not allowed according to Italian law.” This law has been in force since 2003. Would Stellantis not have thought of this? Or does Alfa Romeo think that the name Milano does not give bad symptoms?

Should Alfa Romeo rename the Milano?

Stellantis has not yet responded to this news. It is not yet known how to proceed with the name. Stellantis can sit down with the Italian ministry to find a middle ground, or still bring production to Italy. Alpha can of course also change the name. The new Alfa is available as an EV and as a hybrid. Alfa Romeo can think of something about that, right? Alfa Romeo Milan-E or Milane for example? Or do you have other suggestions?