The controversy stemmed from the fact that the Alfa Romeo Milano SUV is produced at the company's assembly plant in Tychy, Poland—not in Italy. According to Urso, this contradicts Italian law, which prohibits products with Italian names from being manufactured outside of Italy. This legislation, dating back to 2003, aims to prevent misleading indications to consumers about the origin of products.

"A car called Milano cannot be produced in Poland," Urso emphasized, citing the need for compliance with Italian regulations. The name "Milano" pays homage to the city where Alfa Romeo was founded and has historical significance for the brand.

In response to the government's concerns, Alfa Romeo swiftly chose to rename the SUV "Junior." This name change not only aligns with the Italian legal framework but also draws from Alfa Romeo's own heritage. The Junior nameplate is a revival from the mid-1960s, originally used to designate base-model coupes within the brand's lineup.

CEO Jean-Philippe Imparato acknowledged the significance of this decision, stating, "We are perfectly aware that this episode will remain engraved in the history of the brand. It's a great responsibility but at the same time, it's an exciting moment." He emphasized that the selection of "Alfa Romeo Junior" as the new name was a natural choice, deeply rooted in the brand's history and resonant with both Alfa Romeo enthusiasts and the broader public.

This incident highlights the complexities faced by global automotive manufacturers in navigating regional regulations and cultural sensitivities. While Alfa Romeo's Milano SUV may have initially symbolized a connection to its Italian roots, the transition to the "Junior" name represents a pragmatic adaptation to ensure compliance and integrity within the Italian market.