When Alfa Romeo unveiled their smallest SUV just last week, few expected the biggest news would be about its name rather than its features. The Italian automaker has officially renamed their new crossover from Milano to Junior following pressure from the Italian government.
The Name That Sparked Controversy
The trouble started when Italy’s industry minister pointed out a significant issue with calling the vehicle “Milano.” While the name was chosen to honor Milan, the city where Alfa Romeo began in 1910, there was one major problem: the car isn’t actually built there.
Instead, the Junior will roll off production lines in Tychy, Poland, alongside its platform siblings, the Jeep Avenger and Fiat 600. According to Italian law, products bearing names that suggest false or misleading origins are prohibited for both import and export.
Adolfo Urso, Italy’s industry minister, made the government’s position crystal clear when he told press that it’s “forbidden by Italian law” for a car called Milano to be produced in Poland. The law specifically targets products with misleading origin labeling.
Why Poland Instead of Italy?
Carlos Tavares, CEO of Stellantis (Alfa Romeo’s parent company), explained that Polish production allows them to cut approximately €10,000 (about $16,450) from the vehicle’s price. This cost savings makes the Junior more accessible to buyers who want to experience the Alfa Romeo brand without the premium price tag typically associated with Italian-built vehicles.
Meet the New Junior
Rather than fight the legal challenge, Alfa Romeo chose diplomacy. In their announcement, the company stated they believe the Milano name met all legal requirements, but decided to change it “in the spirit of promoting mutual understanding.”
The automaker even thanked the Italian government for the “free publicity brought on by this debate” – a move that shows Alfa Romeo’s characteristic Italian flair for turning controversy into marketing gold.
A Name with Heritage
The Junior name isn’t random. It pays tribute to the GT 1300 Junior coupe launched in 1966. That original Junior was based on the GT coupe from 1963 but featured a smaller engine that sacrificed some power for a lower entry price and reduced taxes in Italy.
This naming strategy reflects Alfa Romeo’s approach with their new SUV – offering the brand experience at a more accessible price point.
What’s Under the Hood
The Junior represents a significant step for Alfa Romeo as their first model available with a purely electric drivetrain. European buyers will have three powertrain options when the car launches later this year:
Powertrain Options
The base Ibrida features a 101kW mild-hybrid system that provides efficiency without fully committing to electric power. For those ready to go electric, two options await: the 116kW Elettrica and the performance-oriented 179kW Veloce.
Both electric versions come equipped with a 54kWh battery pack that delivers up to 410 kilometers of WLTP range. This should provide plenty of driving range for daily commutes and weekend adventures.
Australian Launch Plans
Australian buyers won’t have to wait too long to experience the Junior. Alfa Romeo has confirmed the SUV will arrive Down Under sometime in 2025, though specific timing and pricing haven’t been announced yet.
Previous Milano Troubles
This isn’t the first time Alfa Romeo has faced issues with the Milano nameplate. The name was used in North America during the 1980s for what was known as the 75 sports sedan in other markets.
More recently, Alfa Romeo had planned to use Milano for the Giulietta hatch around 2010. However, criticism from employees arose because the company was simultaneously shuttering operations in Milan. The timing felt wrong, so they stuck with Giulietta instead.
Key Specifications Table
| Specification | Details |
|---|---|
| Production Location | Tychy, Poland |
| Battery Capacity | 54kWh (electric models) |
| Electric Range | Up to 410km (WLTP) |
| Power Options | 101kW (hybrid), 116kW & 179kW (electric) |
| Australian Launch | 2025 |
| Platform Siblings | Jeep Avenger, Fiat 600 |
The Junior represents Alfa Romeo’s commitment to electrification while maintaining their sporty character. Despite the naming controversy, the vehicle addresses real market needs: an accessible entry point into the Alfa Romeo brand with modern electric technology.
The fact that this naming drama occurred within a week of the car’s debut shows how quickly modern automotive news cycles move. What started as a celebration of a new model became a lesson in international trade law and corporate diplomacy.
For potential buyers, the name change doesn’t affect what matters most: the Junior will still deliver Alfa Romeo’s distinctive styling and driving dynamics, just with a different badge.
Frequently Asked Questions
Q: Why did Alfa Romeo change the name from Milano to Junior?
A: The Italian government protested because the car is built in Poland, not Milan, which violates Italian laws about misleading origin labeling.
Q: When will the Alfa Romeo Junior arrive in Australia?
A: The Junior is scheduled to launch in Australia sometime during 2025, though specific dates haven’t been confirmed.
Q: What does the Junior name mean?
A: Junior references the GT 1300 Junior coupe from 1966, which was a more affordable version of Alfa Romeo’s GT coupe.
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