2024-04-21 01:37:57
Hustle and bustle in Italy: Alfa Romeo is renaming a new car model because of the Meloni government’s interpretation of the Berlusconi law. (Collage from archive images) © Collage: dpa/SOPA Images via ZUMA Press Wire | Vincenzo Nuzzolese// IMAGO / Belgium
After a long break from broadcasting, Alfa Romeo is releasing a new model. However, a strange name dispute is forcing the traditional Italian manufacturer to take drastic measures.
Turin/Munich – In times of globalization, car manufacturers often produce abroad. Also a cult Italian brand Alfa Romeo are not exempt from this development to save production costs and therefore make models cheaper for end customers.
After a two-year break, the manufacturer is launching the new Alfa Romeo Milano model. But shortly before the market launch, the parent company is forced to take drastic measures: the name of the SUV is changed without further delay.
Alfa Romeo produces abroad: dispute between Stellantis and Italy
The reason is a name dispute initiated by Italy’s right-wing conservative government. Industry Minister Adolfo Urso is referring to a law passed in 2003 under former Prime Minister Silvio Berlusconi: It states that products “with the sound of Italy” must also be made in Italy. If this were not the case, it would falsely claim that production takes place on the Apennine Peninsula.
And that applies to the proposed Alfa Romeo Milano: Instead of being manufactured in Italy, the vehicle will be made in the Polish factory in Tychy and from there exported to other countries – including its own home country. Contrary to some experts – including Stellantis himself – the government under Prime Minister Giorgia Meloni is of the opinion that the regulation only applies to the food sector, but that it also applies to domestic car brands. “You must not provide information that misleads consumers. “So a car with the Milano name has to be made in Italy,” says Urso.
Junior instead of Milano: A new model from Alfa Romeo gets a new name
Due to the naming dispute with the government, Alfa Romeo is introducing and renaming the recently introduced new car, so that the future model series will be called Alfa Romeo Junior. In a statement, Stellantis said: “We are fully aware that this moment will go down in Alfa Romeo history. The choice of the Junior model name is logical because it is closely linked to the history of our brand. (…) We have decided to change the name, although we are not obliged to do so.”
The company explains in the published press release, that they wanted to “avoid any controversy” and that the attention he received after the conflict with the Italian government was “overwhelming”. Meanwhile, the website even crashed due to the massive flood of users. “Milano”, the Italian name for the city of Milan, is the birthplace of the automobile manufacturer ALFA (“Anonima Lombarda Fabbrica Automobili”), which was renamed Alfa Romeo in 1918 as part of a takeover.
Italy: Stellantis Government criticized for relocating production
What makes the name change even worse from the point of view of many fans of the brand: The model name Milano was chosen in a vote by the public to pay tribute to the city where the history of Alfa Romeo began in 1910. This hype was initiated the marketing department is completely in vain now. A short-term relocation of production from Poland to Italy was probably not an issue due to cost reasons.
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Regardless of the name dispute, Stellantis has long dominated the Italian government: Stellantis has been criticized for the fact that the international multi-brand company assembles Italian cars and components supplied abroad center at home.
Sea Reuters The state wants to force Stellantis to produce at least one million cars in Italy every year. In addition to Alfa Romeo, Fiat, Abarth, Lancia and Maserati, there are other traditional brands in the country under the corporate umbrella. The topic of production relocation is also ubiquitous in Germany. (PF)
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