Oops, the Italian government rejects the Alfa Romeo Milano!

Incredible situation in Italy where the government plans to ban the name Milano for the Alfa Romeo SUV if it is not produced in Italy.

The blow is huge! Just days after the unveiling of Alfa Romeo’s new compact SUV, the Milano, the government steps in to express its disapproval. It must be noted that the far-right has been in power with Giorgia Meloni since October 2022, and the political appropriation of an industrial jewel like the Italian firm was a risk.

But did Alfa Romeo not set itself up for failure? The issue lies in the name Milano, referencing the historic city of the manufacturer. Unfortunately, its new SUV is not produced there, nor even in Italy. It is outsourced to Poland, at the Tychy plant, alongside the Jeep Avenger. And this is what the Italian government denounces today: if no chromosome of the DNA of the Milano comes from Italy, it is forbidden to give it any sound connotation related to it!

Not parmesan!

The problem goes beyond simple political division or any power struggle between Stellantis, the Agnelli-Elkann family, or the Meloni government. A law from 2003 prohibits the importation of products with Italian-sounding names but produced abroad on Italian soil to avoid misleading the consumer.

Somewhere, the idea is not so foolish. The power struggle seems now to revolve around the interpretation of this law originally designed for food products (cheese, wine, meat, etc.).

But then, what will happen to the Alfa Romeo Milano? It will not be brought back to Italy, that is certain. Will it eventually be authorized? Will Stellantis comply with a flat fine? Could its name be adopted in that single territory? The answer in the next episode.

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