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The Alfa Romeo Milano is no more: it’s now called the Alfa Romeo ‘Junior’

Uh oh, Alfa's been banned from using the name 'Milano' for its new electric SUV

Published: 15 Apr 2024

Alfa’s body, Alfa’s choice. Except, it kinda isn’t. Following a ban on its use of the name Milano by the Italian government, Alfa has had to very hastily rename its shiny new electric car.

So less than a week after it was first introduced, we bid thee farewell, Milano, and a warm, Schwarzenegger welcome to the Alfa Romeo… Junior. Yup, not only a mid-Nineties Ivan Reitman comedy, but now a compact SUV that shares a base with a Vauxhall Corsa.

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“During one of the most important weeks for the future of Alfa Romeo, an Italian government official declared that the use of the name Milano is banned by law,” Alfa said.

“Despite Alfa Romeo believing that the name meets all legal requirements, and that there are issues much more important than the name of a new car, Alfa Romeo has decided to change it from Milano to Junior in the spirit of promoting mutual understanding.”

It’s because ‘Milano’ sounds like it’s made in Italy. And the Milano – sorry, Junior – isn’t. It’ll be built in Poland. Milano was of course a name chosen by the public, and Alfa therefore had a long list of alternative names. Junior, used on the delightful GT 1300 Junior, was the next best thing.

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“The choice of the name Junior is completely natural,” said Alfa boss Jean-Philippe Imparato, “as it is strongly linked to the history of the brand and has been among our favourites and among the public’s favourites since the beginning.

“We decided to change the name, even though we know that we are not required to do so, because we want to preserve the positive emotion that our products have always generated and avoid any type of controversy,” he added.

Does this usher in a wonderful new era for naming Alfa Romeos after comedy Arnie films? TopGear.com is looking forward to the Alfa Twins.

Alfa Romeo Junior

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