By on November 30, 2009

Spyshot, pre name-change (courtesy:topspeed.com)

Alfa Romeo was founded in Milan some 99 years ago, but as a division of Fiat, it’s pulling up its roots to relocate its remaining 232 Milan-based employees (out of 20,000 employed there twenty years ago) to the mothership’s hometown of Turin. CEO Sergio Marchionne explained that the move is strictly business, saving the company costs by consolidating operations, but the move has one minor rub: Alfa had planned to revive the “Milano” nomenclature for its 147 successor. Obviously this proud reference to a local heritage that no longer exists caused a few problems with employees, prompting Fiat to hastily announce a last-minute name change. Rather than Milano, the name Giulietta will be used for the new hatchback. But the last minute irony-avoidance maneuver pushed back the launch of the new Alfa, which was supposed to debut with official images today. As Automotive News [sub] reports, “the decision left some monthly magazines scrambling as they had already received pictures of the car, which was badged the Milano.” Whoops! Time to re-order those decklid badges… unless the decision to go with Giulietta was inspired by the discovery of boxes of unused badging. Fiat made another such last-minute name change in 2003, when the ill-advised name “Gingo” was dropped in favor of “Panda” because its was deemed too similar to Renault’s Twingo.

Get the latest TTAC e-Newsletter!

7 Comments on “Don’t Call Me Milano...”



Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

  • Re: Life With Accord: 12,000 Miles

    thelaine - Noble713, that’s where my feet go (or “feets,” as my family often jokes). So the first thing you do is cover it up. So no one can see or touch...
  • Re: Life With Accord: 12,000 Miles

    jaydez - Every factory floor mat I’ve owned in the last 10 years has done that… except Hyundai. My 2006 Fusion had them replaced twice under warranty before ford...
  • Re: Life With Accord: 12,000 Miles

    thornmark - Exactly. I got the Costco rubber mats the day after I picked up my Accord. The Honda mats underneath are still factory fresh looking.
  • Re: Chart Of The Day: U.S. Minivan Market Share In 2014

    Pch101 - Dodge is being repositioned as a youthful performance brand. A minivan doesn’t really belong there.
  • Re: Ford’s Final Ute

    RobertRyan - Silliness is in the mind of the beholder, many have wondered why Ford dropped the FPV version of the Ute. a lot of the negatives regarding the Falcon Ute come down to...
  • Re: Life With Accord: 12,000 Miles

    Noble713 - thelaine, I read this article and thought exactly the same thing. I’m not a fan of carpet in general, but especially despise the crap they put in cars. In...
  • Re: Daimler Boss Calls For Safety Standard Harmonization

    Lou_BC - @Vulpine – I don’t consider myself a fan of any size or class of truck. I buy what I think most closely fits my needs at the time...
  • Re: Ford’s Final Ute

    TonyJZX - i can imagine how silly this vehicle looks for non Australians because its ridiculously silly to me who wants a rwd live axled 4,000lb ute with a Ford Fusion note glued...
  • Re: Life With Accord: 12,000 Miles

    Pete Zaitcev - Not anymore. To the best of my knowledge, you cannot get a bare tub Wrangler in the JK generation. It turns out a good thing, because the 42RLE auto is a real...
  • Re: Life With Accord: 12,000 Miles

    supremebrougham - I bought a leftover 2013 Civic back in the spring. Fine little car, but the carpet is the poorest excuse for carpet I have ever seen! As for the floormats,...

New Car Research

Get a Free Dealer Quote

Staff

  • Contributing Writers

  • Jack Baruth, United States
  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Vojta Dobes, Czech Republic
  • Matthias Gasnier, Australia
  • W. Christian 'Mental' Ward, Abu Dhabi
  • Mark Stevenson, Canada
  • Cameron Aubernon, United States
  • J Emerson, United States