Nobody touches geography. After the sensational case of the Polish-produced Alfa Romeo Milano, with a name changed to Alfa Junior under pressure from the Italian government, others also avoid conflict. “Xiaomi communicated to Mimit that it will not promote the SU7 car, produced 100% in China, with the name “Modena”, as highlighted up to now in the media after the presentation event on December 28th in Beijing”. This is the text of a note from the Ministry of Business and Made in Italy in which it explains that it has informed the company “what the current legislation is for the protection of consumers and national producers”. 499 cm long, Xiaomi Su7 is already considered a media phenomenon for its characteristics as an electric car with power ranging from 299 to 673 HP, in a rear or all-wheel drive range which in China has prices starting from the corresponding 27,700 euros. A model therefore capable of attracting the spotlight regardless of the name that recalls Italian sportsmanship, which it will therefore not be able to use.
The law
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In the note, the Ministry of Business and Made in Italy summarized Xiaomi’s position, which “assured that it intends to respect the Italian rules on false indications, including the regulation on geographical indications. Communication and marketing campaigns that could mislead consumers will not be promoted”, concludes the ministry. As for Alfa Romeo Milano, the change of name to Junior was suggested by the position of the minister Adolfo Urso and his call to law no. 350/2003, article 4, paragraph 49 bis. “Importation and exportation for marketing purposes or the marketing or commission of acts aimed unequivocally at the marketing of products bearing false or misleading indications of provenance or origin constitutes a crime and is punished pursuant to article 517 of the penal code. The use of the trademark by the owner or licensee in such a way as to lead the consumer to believe that the product or goods are of Italian origin pursuant to European legislation on origin, without them being accompanied by precise and evident indications of foreign origin or provenance”.
