Shortly after the world premiere of the first electric car from the Italian car manufacturer Alfa Romeo, which belongs to the Stellantis Group, unexpected trouble arose. The Italian Minister for Economic Development, Adolfo Urso ( Fratelli d’Italia), accused the company of misleading consumers. A product with an Italian name could not possibly be produced in Poland. Urso was referring to an Italian law from 2003, which states that no information may be given that misleads the consumer.

CEO Jean-Philippe Imparato explained at a press conference: ‘We have decided to change the name, even though we know that we are not obliged to do so, because we want to preserve the positive emotions that our products have always evoked and avoid any kind of controversy.’ The name Milano was originally chosen with the involvement of the public and the many Alfa Romeo fans, the so-called Alfisti, and was intended to stand for the city of Milan (Milano in Italy), where the history of Alfa Romeo began in 1910. But ‘to promote a climate of serenity’, the Alfa Romeo Milano became the Alfa Romeo Junior.

This name also has its origins in the history of Alfa Romeo. The Alfa Romeo GT 1300 Junior was launched back in 1966 and became a bestseller and status symbol. Let’s wait and see if the Alfa Romeo Junior can do the same.

 
As managing director of innomark GmbH, Thomas H. Schiefer comments on brand issues currently under discussion at irregular intervals.