The Alfa Romeo Milano is officially dead! After less than a week since its debut, the Italian automaker has renamed its smallest SUV to “Junior” following fierce opposition from the Italian government over its country of origin labeling.
Government Intervention Sparks Immediate Name Change
In an unprecedented move, Italy’s industry minister Adolfo Urso declared it “forbidden by Italian law” for a car called Milano to be produced outside Italy. The controversy centers on Italian legislation that prohibits misleading origin labeling on both imported and exported goods.
Polish Production Creates Legal Complications
The Milano—now Junior—will be manufactured in Tychy, Poland, alongside the Jeep Avenger and Fiat 600. Stellantis CEO Carlos Tavares revealed that Polish production enables a €10,000 (A$16,451) cost reduction compared to Italian manufacturing. However, this cost-saving measure violated Italy’s strict origin labeling requirements, which mandate accurate geographical representation.
Historical Context of the Milano Nameplate
This isn’t Alfa Romeo’s first struggle with the Milano designation. The nameplate remained dormant since the 1980s, when it adorned the 75 sports sedan in North America. Previously, Alfa Romeo planned using Milano for the Giulietta hatch in 2010, but employee criticism during Milan facility closures forced another name change.
Meet the Alfa Romeo Junior
The newly christened Junior honors the legendary GT 1300 Junior coupe launched in 1966. Like its namesake, the modern Junior targets entry-level buyers with smaller engines and lower pricing compared to flagship models.
Australian Market Arrival and Specifications
| Variant | Power Output | Drivetrain | Battery | Range |
|---|---|---|---|---|
| Ibrida | 101kW | Mild-hybrid | N/A | N/A |
| Elettrica | 116kW | Electric | 54kWh | 410km |
| Veloce | 179kW | Electric | 54kWh | 410km |
Scheduled for Australian arrival in 2025, the Junior will launch in Europe later this year with three distinct powertrain options. Both electric variants feature identical 54kWh battery packs delivering 410km WLTP range.
Alfa Romeo’s Response to Controversy
Despite believing the Milano name met all legal requirements, Alfa Romeo opted for diplomatic resolution. The company stated: “Alfa Romeo has decided to change it from Milano to Junior in the spirit of promoting mutual understanding.”
Corporate Gratitude Amid Dispute
Remarkably, Alfa Romeo thanked the Italian government for “free publicity brought on by this debate.” The brand also acknowledged public support during the naming controversy, demonstrating strategic crisis management.
Broader Implications for Automotive Industry
This incident highlights growing sensitivity around automotive origin labeling globally. As manufacturers increasingly pursue cost-effective production locations, governments may enforce stricter naming conventions protecting regional automotive heritage.
The Junior represents Alfa Romeo’s first electric-only offering, marking a significant milestone in the brand’s electrification journey. Despite the naming controversy, the vehicle’s Polish production enables competitive pricing crucial for market penetration in Australia’s challenging small SUV segment.
Frequently Asked Questions
Q: Why did Italy object to the Milano name?
A: Italian law prohibits misleading origin labeling. Since the car is built in Poland, not Milan, the government deemed the name illegal.
Q: When will the Alfa Romeo Junior arrive in Australia?
A: The Junior is scheduled for Australian launch sometime in 2025, following its European debut later this year.
Q: What was the Junior’s original name choice?
A: Milano won an online poll among Alfa Romeo enthusiasts, with Junior finishing second place in the voting.
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