Alfa to politicians: forget car names and save industry

Boss Imparato speaks out after minister compels Milano rebrand

- JAMES ATTWOOD

AIfa Romeo boss Jean-Philippe Imparato has urged European politicians to focus on protecting jobs in the automotive industry rather than model names, following a spat that prompted a late rebranding of the firm's new compact crossover.

The Milano was renamed Junior just five days after it was revealed, following claims by Italian industry minister Adolfo Urso that the use of Milano violated an Italian law that geographical names can be used only for products that are produced in the region.

The law is generally applied to products such as Parmigiano Reggiano cheese. The Junior will be produced at a Stellantis plant in Tychy, Poland.

Urso's claims followed comments by Stellantis boss Carlos Tavares at the unveiling of the Milano, warning the Italian government against offering incentives to Chinese and other foreign companies to establish battery and car production facilities in Italy.

Speaking to Autocar, Imparato said the decision to change the name of the Milano was made despite legal advice that the name didn't violate the law, and was to avoid being drawn into a political row.