Overview

• Alfa Romeo's decision to rename its Milano SUV to Junior comes after Italy's industry minister cited a law against misleading 'Italian-sounding' product names.
• The controversy centers on the vehicle being manufactured in Poland, not Italy, conflicting with a 2003 law originally aimed at food products.
• Stellantis, Alfa Romeo's parent company, argues that producing the car in Italy would significantly increase costs, affecting market competitiveness.
• The renaming to 'Junior' is seen as a move to sidestep potential consumer confusion and government criticism over national identity in branding.
• This legal and branding issue highlights ongoing tensions between Stellantis and the Italian government, with broader implications for national pride and economic strategies.