{"id":33805,"date":"2024-04-19T14:53:48","date_gmt":"2024-04-19T12:53:48","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=33805"},"modified":"2024-04-19T14:53:50","modified_gmt":"2024-04-19T12:53:50","slug":"from-milano-to-junior-alfa-romeo-was-afraid-of-losing-50-of-its-customers","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/de-milano-a-junior-alfa-romeo-a-eu-peur-de-perdre-50-des-clients\/","title":{"rendered":"From Milano to Junior: Alfa Romeo was afraid of losing 50 % customers"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-1024x683.jpg\" alt=\"\" class=\"wp-image-33806\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-1024x683.jpg 1024w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-300x200.jpg 300w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-768x512.jpg 768w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-18x12.jpg 18w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-561x374.jpg 561w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-1122x748.jpg 1122w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-265x177.jpg 265w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-531x354.jpg 531w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-364x243.jpg 364w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-728x485.jpg 728w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-608x405.jpg 608w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-758x505.jpg 758w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-1152x768.jpg 1152w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior-600x400.jpg 600w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/04\/alfa-romeo-junior.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The name change for the new SUV from<a href=\"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/\">Alfa Romeo<\/a>from Milano to Junior, was a real soap opera.<strong> Jean Philippe Imparato, the brand's CEO, reveals the background to a decision taken under political and economic pressure.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When Alfa Romeo's new compact SUV was unveiled on April 10, a major surprise awaited enthusiasts of the marque au Biscione. Initially christened \"Milano\", in homage to the brand's home town, <a href=\"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/official-lalfa-romeo-milano-changes-name-to-junior\/\">the vehicle's name was quickly changed to \"Junior\".<\/a>. There were very specific reasons for this unexpected change, as Jean Philippe Imparato explains.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Indeed, the name \"Milano\" has raised controversy, not least because the vehicle is produced in Poland, not Italy. The controversy reached such a pitch that political figures, including the <a href=\"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/alfa-romeo-milano-the-name-doesnt-please-the-minister-of-made-in-italy\/\">Minister Adolfo Urso, intervened,<\/a> suggesting that <strong>the name could even be considered illegal <\/strong>because of the potential confusion it could create among consumers. Imparato, who has three decades' experience in the automotive industry, quickly gauged the risks: <strong>\"Entering into conflict with the political world means automatically losing 50% of our clientele\".<\/strong>he confided in an interview with Sky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The decision to change our name was not an easy one, but it was a necessity for us to be able to offer our customers the best possible service. <strong>preserve the brand's image and avoid erosion of its customer base<\/strong>. Imparato points out that, although he didn't think the name \"Milano\" broke the law, he chose to replace it in order to<strong> to put an end to any controversy.<\/strong> \"We had planned at least 50 alternative names for this model, and in the end, the name question isn't all that crucial,\" he asserts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The CEO is counting on a lull in spirits and believes that <strong>the controversy will probably be forgotten within a week.<\/strong> However, he categorically rules out the possibility of repatriating production to Italy, as none of the Italian production sites is currently capable of manufacturing vehicles on the CMP platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alfa Romeo plans to launch several new models in the coming years, including new versions of the<strong> the Alfa Romeo Giulia and Stelvio, which will be produced in Cassino, Italy,<\/strong> on the STLA Large platform. Imparato thus remains true to his vision of strengthening Alfa Romeo's industrial presence in Italy, while skilfully navigating through today's political and economic challenges.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To go further, we have already mentioned the subject of <a href=\"https:\/\/www.italpassion.fr\/en\/fiat\/alfa-romeo-milano-becomes-junior-why-fiat-500-and-600-are-not-concerned\/\">why the Milano\/Junior is affected and not the Fiat 500 and 600<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":33806,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[22],"tags":[364],"class_list":["post-33805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alfa-romeo","tag-alfa-romeo-milano","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De Milano \u00e0 Junior : Alfa Romeo a eu peur de perdre 50 % des clients - ItalPassion<\/title>\n<meta name=\"description\" content=\"Le changement de nom du nouveau SUV d&#039;Alfa Romeo, de Milano \u00e0 Junior, a \u00e9t\u00e9 un v\u00e9ritable feuilleton. 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