Alfa Romeo reverses the path and, only five days after the presentation of theAlfa Romeo Milanhe decided to change the name of the new car which will now be called Alfa Romeo Junior. The decision taken by the car company is the result of the controversies that arose in recent days after the launch of the car. It was the Minister for Business and Made in Italy who put them forward, Adolfo Ursowho argued that an automobile built in Poland with the name Milan would have violated the 2003 Italian law onItalian soundingor that which prohibits giving indications that mislead the consumer regarding the origin of the products.
Alfa Romeo Milano changes name
To announce the change of name of Alfa Romeo Milano was, on 15 April 2024, the CEO of the Biscione company, Jean-Philippe Learned, who said: “We are sure that this will calm everyone’s minds and we believe that the name Milan is not misleading nor, much less, outlawed.” The vehicle will therefore be called Alfa Romeo Juniorwith the company’s CEO also underlining how the choice derives from the desire not to penalize sales because of the controversy: “We are moving forward – he said – and we are not interested in all this”.
The controversy between the government and Alfa Romeo
In announcing the choice of name change adopted by the automotive company, Jean-Philippe Learnato did not fail to highlight how the controversy triggered by the government was in his view instrumental. In particular, the CEO believes that the executive had already been informed on Last December 13th of the name of the new car, but that, despite this, the controversies “arose the day after the presentation. Very strange”. “We are aware that this episode will remain engraved in the history of the brand – added Jean-Philippeprendito – It is a great responsibility but at the same time it is an exciting moment. There choosing the new name Junior is completely natural, being strongly linked to the history of the brand and having been among our favorites and among the public’s favorites from the beginning. We decide to change, despite knowing that don’t be forced to do so, because we want to preserve the positive emotions that our products have always generated and avoid any type of controversy.” At the conclusion of his speech, the same CEO of Alfa Romeo also specified that the company does not intend to proceed legally against the government for damage to image.
The government’s accusations
The controversy over the name of Alfa Romeo’s new compact SUV was triggered by Minister for Business and Made in Italy, Adolfo Urso, who, citing the law on Italian sounding, had criticized the company that produces abroad, in Poland to be precise, and uses an Italian name to be more attractive on the market. For Minister Urso, the name Alfa Romeo Milano would have generated “false indications explicitly linked to geographical indications. Therefore a car called Milano must be produced in Italy, otherwise a false indication is given which is not permitted by Italian law”.
The conclusion of the story
The episode of Alfa Roma Milanas well as pushing to name change, also led the company to state that it intends to pay more attention to aspects of this type in the future. “Today we received the green light to use the Junior name without any constraints – reports Alfa Romeo – We will make our industrial plan guided by two considerations: competitiveness and our customers. Stelvio and Giulia they will be done in 2025 and 2026 Cassinowe’ll see in the future.”
Minister Urso was also happy with the conclusion of the matter and judged the car company’s decision as “good news, which arrives precisely on the day of Made in Italy which enhances work, enterprise, the typicality and peculiarity of Italian product that everyone envies us in the world”.
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