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Unusual Italian law causes Alfa Romeo model rebrand

  • April 16, 2024
  • 2 min read
Unusual Italian law causes Alfa Romeo model rebrand

In what the company is calling “one of the most important for Alfa Romeo’s future,” an Italian government official has declared that he use of the name Milano for its new model would be banned by law. The name was chosen to pay tribute to the city where the Italian firm began in 1910 and is the second time in its history that it has asked the public for their opinion in naming a new car. The first time was in 1966 with the Spider 1600 Duetto with the final part of its name chosen by the public.

However, there is an issue as the new SUV would be built in Poland and not in Italy, hence Italian law forbids it from using such a name. For that reason, Alfa Romeo has announced that its smallest car since the MiTo (whose name stood for Milan Torino) will be rebranded the Junior, “in the spirit of promoting mutual understanding.”

Alfa Romeo says that it is able to make  the car cheaper by thousands of Euros by building it in Poland rather than its home country.

The Junior name also harks back to Alfa Romeo’s history. The company had aimed to attract younger buyers for its new car. Unveiled on 26th September, 1966, the GT 1300 Junior would be the “leader of a new Alfa Romeo generation,” with future models including the Spider range taking inspiration from it.  

The new car is very different from the original, being a subcompact crossover SUV that shares its underpinnings with the Jeep Avenger and Peugeot 2008. It is the first Alfa Romeo ever to be available with all-electric power and is seen by some as a spiritual successor to the Giulietta and MiTo.

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