Name check: 2025 Alfa Romeo’s first electric car renamed Junior after objections from Italian officials
A public clash with the Italian government has forced Stellantis to rename the 2025 Alfa Romeo Milano the Alfa Romeo Junior.
The change of name came after officials judged the Milano name unlawful because the small all-electric SUV was set to be produced in Poland.
According to Italian law since 2003, all Italian-related names can only be used if they are produced in Italy.
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Following its reveal last week, the decision to name the small SUV the Milano instantly prompted the Italian government’s minister for business and ‘Made in Italy’ Adolfo Urso, to publicly call out Alfa Romeo for ignoring the country’s strict rules.
“This law stipulates that you cannot give indications that mislead consumers,” said the senior MP.
“So a car called Milano must be produced in Italy.
“Otherwise, it gives a misleading indication, which is not allowed under Italian law.”
Responding to the accusation of misuse Alfa Romeo reportedly said it was “unhappy with the situation” but had agreed to dropping the nameplate and replace it with the Junior badge first used in 1960s.
Until the controversy, the Junior badge had been placed as a firm fan favourite in an Alfa Romeo poll that asked what it should call its new entry model that indirectly replaces both the MiTo and Giulietta hatch.
“The choice of the name Alfa Romeo Junior is completely natural, 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,” said Alfa Romeo boss Jean-Philippe Imparato.
Hoping to draw some positives from its very public spat with the Italian government over the naming issue, Imparato said the intense media speculation had actually drawn a huge amount of attention to the entry Alfa’s launch.
The brand’s consumer site crashed from the weight of traffic as unprecedented number of people rushed to use the configurator to spec their own Junior.
Stellantis’ Australian operation has yet to confirm exactly when we’ll get the new Alfa Romeo, that’s closely related to both the Jeep Avenger and Fiat 600. But it’s anticipated to arrive during 2025.
