Alfa Romeo's exciting new entry-level SUV unveiled for the South African market has undergone a last-minute name change.
Originally intended to be named "Milano", paying homage to the Italian city where the brand was born, the automaker backtracked on this decision following a legal complaint.
Legal Challenge
The reason for the change stemmed from concerns raised by an entity claiming the 'Milano' name infringed upon existing intellectual property with a connection to the Italian city. To avoid further legal disputes and potential delays to the model’s launch, Alfa Romeo opted to change the name.
While unexpected, the replacement name carries historical significance for Alfa Romeo. The SUV has been renamed the 'Junior', a moniker that draws inspiration from one of the marque's sporty models of the 1960s and 70s. Alfa Romeo claims this change aligns with their desire to honour their past while pursuing a future-oriented strategy. The Alfa Romeo Junior aims to become the most accessible offering in the brand's lineup, competing in the premium compact SUV segment.
The 'Junior' Badge Returns
While specifics for the South African market remain unconfirmed, the Junior shares its platform with existing Stellantis Group models including the recently discontinued Jeep Renegade as well as the Fiat 500X. Alfa Romeo is betting on the Junior to bolster its presence in the South African market. The model's local return has been met with enthusiasm from those who hold a fondness for Alfa Romeo's passion and Italian design flair.
Name Change – A Setback or a Creative Pivot?
While the change in name caused a stir, it ultimately avoids any legal roadblocks that could have slowed the vehicle's introduction into the South African market. While some may lament the loss of the Milano name with its link to Alfa Romeo's origins, the choice of the "Junior" badge adds an interesting historical spin, potentially resonating with nostalgic enthusiasts of the brand.