Panic at Alfa Romeo as it renames the Milano.

Faced with the transalpine backlash, Alfa Romeo backtracks and renames its Milano. When the automotive world turns upside down…

An official from the Italian government stated that the use of the name “ Milano ”, chosen by Alfa Romeo for its newly unveiled compact sports car, is against the law. Nonetheless, shortly after its presentation, it will be immediately rebranded as the “Junior”.

The name “ Milano ”, favored by the public, was chosen to pay tribute to the city where Alfa Romeo’s history began in 1910. This is not the first time the brand has sought public input for naming a car. It was the case in 1966 with the Spider 1600, for which the same public chose the name Duetto.

While believing that the name Milano complies with all legal requirements, and considering the fact that there are more essential issues, Alfa Romeo has decided to change the name from “ Milano ” to “ Junior ”, in order to promote an atmosphere of serenity and mutual understanding. With a delightful twist, Alfa Romeo wishes to thank the journalists for the enormous media attention given to the new car and the Italian government for the free publicity generated by this debate.

Origin of the name “ Junior ”

After the success of the Giulia and its coupe version, the Giulia Sprint GT, designed by Giugiaro for Bertone, Alfa Romeo’s goal is to attract a younger, more innovative audience eager for a car that is both stylish and exclusive, while ensuring that the purchase and operating costs remain reasonable.

On September 26, 1966, the GT 1300 Junior was presented at Balocco: renouncing the name Giulia, it gave rise to a new generation of Alfa Romeo. Equivalent versions of the Spider range will also be identified as “ Junior ”.

With over 92,000 units sold, the GT 1300 Junior quickly became the best-selling model in the lineup and a true symbol of its era.

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