Alfa Romeo Forced to Change Name for New Electric Vehicle: The Milano Controversy

2024-04-15 19:04:28

A few days after launching its first electric vehicle, Alfa Romeo is forced to change its name in an almost unprecedented move in the automotive industry. And so will be recruited for the compact recreational vehicle that was born under the name ‘Milano‘, a name with significant historical weight in the old brand – Junior.

We will remind you that the problem is around the model name, which is based on a platform and assemblies used by nine other sister models in the Stelantis concern (among others, Jeep Avenger, Peugeot 208, Opel Corsa, Fiat 600, Citroen C3 and Lancia Epsilon). , began with the well-publicized frictions between the management of the giant automobile concern and the Italian government.

The latter resented Stalantis’ decision to produce in Poland the model so important to the brand associated with Italy, which until now produced the late Milan only in the land of the boot. A primarily financial decision, since the car manufacturer claimed that production in Italy would make the price of the car uncompetitive, about 10,000 higher Euro from its price if it came off the production line in the Eastern European country.

This did not really convince the Italian Minister of Industry, Adolfo Orso, who reminded the manufacturer that according to a local law from 2003, it was forbidden to sell products with Italian names if they were not produced in the country. A law that has so far been applied mainly to food products with an Italian name that were not produced in the country and may mislead consumers.

Now he claimed that this law will apply to Alfa Romeo, which will not be able to sell the Milano recreational vehicle in the country – Alfa’s main car market. A car that, according to estimates, should catapult the manufacturer into a new and profitable era, unlike in recent years.

Stellentis was forced to fold and mobilized a name from the past, while addressing the public and asking in an official announcement whether it was really so important to prevent the use of the name. The answer to that probably lies in the respondent’s interest.

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