Wait, What!? Alfa Romeo Banned from Using ‘Milano’ Moniker

Milano no more — Alfa Romeo’s ‘Milano’ moniker has been legally banned by the Italian government, resulting in the automaker having to change the name. The firm’s newly-released SUV will now be called ‘Junior’.

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In a significant turn of events for Alfa Romeo, an Italian government official has declared the name “Milano” – chosen for the brand’s recently unveiled compact SUV – legally banned. As a reminder, the Italian marque named its all-electric SUV “Milano” as a nod to Milan, the city where the manufacturer originated in 1910. However, although the now-Turin-based brand believed the naming met legal requirements, the Italian government has deemed otherwise, legally banning this moniker.

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So, in the “spirit of promoting mutual understanding”, Alfa Romeo changed the name of the soon-to-be Polish-built model to “Junior”. According to the company, “The decision aims to maintain positive sentiments and avoid controversy.” CEO Jean-Philippe Imparato stated that, while this moment holds historical weight, the shift to “Alfa Romeo Junior” is natural and aligns with brand history and public preference.

“We are perfectly aware that this moment will remain engraved in the history of the brand. It’s a great responsibility but, at the same time, it’s an exciting moment. The choice of the name ‘Alfa Romeo Junior’ is completely natural, as it is strongly linked to the history of the brand,” – Imparto.

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Stefano Odorici, President of the Italian Alfa Romeo Dealers Association, supported the name change, emphasising the brand’s inclusivity and passion-driven ethos.

“We welcome the decision taken by the company to change the name of the car from ‘Milano’ to ‘Junior’ in light of the latest news, which could affect the enthusiasm and the enormous attention that the new car is receiving from our customers recently. Alfa Romeo Junior, like Milano, are both beautiful names that have their roots in the history of the brand,” – Odorici.

So, where did the name “Junior” originate from?