Italian Government Forces Alfa Romeo to Change Name of Brand New EV

The new Alfa Romeo Milano – the brand’s first ever all-electric car – has fallen foul of the Italian government in less than a week since being revealed.

During what was supposed to be one of the most important weeks for the future of the famous Italian marque, a state official declared that the use of the name Milano is banned by law.

The name was originally announced back in December of 2023 and was actually chosen by the public; it paid homage to the city where the car manufacturer’s history began in 1910.

Indeed, since 1910, the Alfa Romeo logo (pictured below) has included two symbols that are synonymous with Milan: The cross, the historical symbol of the capital of Lombardy, and the Biscione serpent, the coat of arms of the Visconti family and one of the city’s most iconic emblems.

For over 60 years (1910–1972), the name MILANO also featured in the lower part of the logo. Through 1918, it was accompanied by the acronym A.L.F.A. (Anonima Lombarda Fabbrica Automobili), then from 1919 by ALFA ROMEO.

As for the newly-unveiled Milano SUV, instead of contesting the Italian government’s decision, the manufacturer has today announced a replacement name.

“Despite Alfa Romeo believing that the name meets all legal requirements, and that there are issues much more important than the name of a new car, Alfa Romeo has decided to change it from Milano to Junior in the spirit of promoting mutual understanding,” said a company spokesperson.

The new name harks back to the GT 1300 Junior, a car launched by Alfa Romeo in 1966 as an entry level coupé model.

Source: Alfa Romeo