Self-dwarfing of a cult brand: Minister bans Alfa Romeo model name – Economy

According to Goethe, names are just smoke and mirrors. But not in the auto industry. They are considered so important there that manufacturers commission highly paid brand experts to come up with names for new models. Adolfo Urso, Italy’s post-fascist economics minister, has now turned the question into a national political issue. For Urso, the name under which the Milanese cult brand Alfa Romeo brings its first electric model onto the market is a matter for the government. “A car called Milano cannot be manufactured in Poland. That is forbidden,” said the party friend and long-time companion of Giorgia Meloni.

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