Alfa Romeo's EV Naming Controversy and Market Positioning

Italian luxury carmaker Alfa Romeo, a subsidiary of Stellantis, found itself in a naming controversy for its new electric vehicle (EV) intended to be called 'Milano' The Italian government, specifically the Industry and Made in Italy Ministry, mandated a name change because the EV is being manufactured in Poland, not Italy, thus conflicting with a law protecting Italian-sounding product names when not made in Italy Responding swiftly to the government's concerns, Alfa Romeo renamed the upcoming EV to 'Junior'. This isn't the first occurrence of using the 'Junior' name in the company's history, and despite potential qualms, the renaming is unlikely to affect the vehicle's market performance significantly The 'Junior' is poised to enter the competitive B-SUV segment in Europe, a sector that surged in popularity and accounted for 18% of all new car registrations in 2023 With its refined and exclusive features, it aims to challenge established compact SUVs such as the Audi Q2, Mini Countryman, and DS 3. The EV's success will largely depend on its pricing and the range of powertrains offered, as it must contend with rivals including the smart No 1, Volvo EX30, and the electric DS 3.