As usual, there is a lot of noise when there is a new Alfa Romeo. An as expected, the new Alfa Romeo Milano was the top news this week. Although it is a brand that struggles to sell its cars, Alfa is a hot topic in the automotive industry. Whatever happens to it or what its managers announce, there will be always a subject of fierce argument. And the new Milano is not the exception to the rule.
I had the opportunity to attend the official reveal of this small SUV in Milan thanks to a kind invitation from Alessandro Nardizzi, the Head of PR & Communication Global for Alfa Romeo and Stellantis commercial vehicles. Therefore, I was able to see the real car live, its shapes, its interior. These are my impressions about the first-ever mass-market electric Alfa Romeo, and the first to be produced in Poland.
It looks better in person
The first thing I noticed when I saw the new Milano was that it definitely looks better live than in the pictures. Overall it looks proportionate, modern, and very agressive. The side view is in my opinion very well executed and gives a sense of a powerful car. Besides, the rims it featured in this trim (Veloce) are really good looking and sexy.
The front view is where I still have my doubts. Or let’s say it this way: I need more time to digest it. It is simply too busy, with many objects, lines, and air intakes that don’t give the sense of simplicity that you see in other Alfa’s. The iconic grille looks smaller and less visible, while the brand decided to place the license plate in the center of the front fascia.
The rear part is just different from anything we’ve seen in Alfa Romeo so far. It has some 80’s vibes but is at the same time avant-garde. I liked the sloping window, which makes the Milano’s lines elegant without sacrificing load capacity.
The interior is in my opinion the best part of the Milano. The designers did a very good job considering the limitations of working on an existing platform and costs restrictions. Inside you can’t tell it is the same vehicle of the Jeep Avenger or Fiat 600. It is refined, classy, and simple, with quality elements, and the usual screens seen in other products from Stellantis.
The first Alfa with a real potential in years
The Milano is available as fully hybrid or fully electric, with power that goes from 134 up to 237 hp. Although most of the press is talking about the electric version, it is clear to me that the real game changer is the hybrid version. It is less expensive and is almost alone in the premium B-SUV segment, with the exception of the Lexus LBX. The B-SUV segment is Europe’s second largest and one of the most dynamics.
As the demand of electric vehicles slows down, the hybrid cars are gaining relevance. The driver of a hybrid vehicle does not need to charge it and be worried about range and charging times. Hybrids are on average 29% less expensive than electric cars. According to data from JATO, the average retail price of the hybrid cars available in Europe in February 2024 was €43,055, compared to €60,339 for electric cars.
With the right positioning, marketing, and price offensive, the Alfa Romeo Milano hybrid can become a new referent in the small SUV segment. While its direct rivals (Volvo EX30, Smart #1) play in the only-electric category, the consumer has only two choices for a premium hybrid B-SUV: Lexus LBX and the Milano. In the meantime BMW has enlarged the Countryman to become a C-SUV, and the upcoming Aceman seems that will be only available as electric. Audi has abandoned the Q2.
Is this the opportunity that Alfa Romeo has been waiting for?
*Many thanks to Alessandro Nardizzi for the invitation. You can find my latest segment analysis article here: Italian, French, Spanish
Fiat Group World 
Not very successful entry IMO. Weird mask, clever logo idea, back of the car not beautiful at all (Skoda like). I wish good sales nevertheless…
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I think it has a potential
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I have no doubts it will sell really well.
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At least the hybrid version
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As an Alfa Holic,I am seriously hoping it sells well. I had a mind it looked better in person,as Alfa never makes UGLY cars. I hope they sell Millions,and then a new Sports car we can all crave for. Good Luck Alfa. May The Force Be With You
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I think it will work well
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I hope so as well.
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if only they had simplified the headlights and grille to make them more stelvio like. the rest of the car and front end looks good, Even the centre number plate can be forgiven!
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I agree
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Nice article Felipe!
First of all I hope you have a better oppinion of Alessandro Nardizzi comparing to Olivier François…. 😉
As you say Alfa has a gold opportunity… to grow like hell!!! Much better proposition than Tonale.
The design may not be 100% consensual, but it can mean that it will grow in the hearts of potential customers.
With a good marketing strategy, commercial and geographical positioning, it can become a commercial success. I hope they don’t neglect the British market and that the top-of-the-range veloce version can go to the United States.
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Unfortunately, Stellantis is betting on an EV-only strategy for Alfa Romeo going forward, so there’s not much hope of any worthy Alfas any time soon. Not a single one of these miserable EVs will have fast charging, which means they won’t even be able to charge the battery from 0-100 % in five minutes or less – I’m not kidding, it will be <i>that bad</i>! But that’s what you get from an incompetent tool like Tavares as CEO…
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Thanks! Of course you can’t compare OF with Alessandro! The latter is a good and competent guy.
Regarding your last point, the Junior won’t arrive in the US. It is too small for their taste and would not work there.
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sadly it’s now called junior. Hope they didn’t buy to many Milano badges
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There’s an element of déjà vu to this entire naming debacle. The 2010 Giulietta was also supposed to be named the Milano, but the name was switched to Giulietta at the very last minute, because Alfa Romeo models were no longer made in Milano.
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I didn’t know that
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Now that this vehicle has changed name from Milano to Junior, Stellantis should be consistent and change the brand name from Alfa Romeo to Jeep while they’re at it. This vehicle obviously has nothing whatsoever to do with Alfa Romeo (the misplaced scudetto notwithstanding), and everything to do with Jeep, just like the Tonale and Stelvio.
One additional advantage of renaming the Junior a Jeep, apart from avoiding the embarrassment and dissonance of having to pretend that it is an Alfa Romeo, is the alliteration that results from the name change.
I hereby present: The 2024 Jeep Junior.
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Haven’t you heard about rebadging? it is a commercial/marketing operation that every single car maker does.
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Vergonzoso lo que está haciendo Tavares con las marcas de su grupo, de momento se está forrando pero en 3 años como mucho estará pidiendo dinero a los gobiernos para no desaparecer. Un Alfa con la mecánica menos fiable diría del Mundo, en cuanto le pongan el motor pudretech tienen el cóctel perfecto, eso sí a precio de oro.
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Gracias Felipe por tu trabajo sobre FIAT y luego Stellantis, es uno de esos grupos históricos que siempre me fascinó y tus trabajos sobre el mismo siempre son magníficos.
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