Alfa Romeo Milano: a new B-segment SUV from Alfa Romeo!
Unveiling Alfa Romeo Milano in April 2024
The new Alfa Romeo Milano is expected on the Dutch market during 2024. So very long we won’t have to wait for the model. Indeed, the car will be presented as early as April 2024. The name Milano is a tribute to the city where it all began for Alfa Romeo on June 24, 1910. A 100% electric version of the Milano also appears.
CEO speaking
Jean-Philippe Imparato, Alfa Romeo CEO, says: “With the arrival of the Milano in 2024, Alfa Romeo completes its lineup that meets the needs of all our enthusiasts and much more. The Milano is intended as a symbolic ‘welcome back’ to our fans, including owners of the Giulietta and Mito. It also serves as a “welcome back” to anyone looking for a unique sporting experience in this segment and the distinctive beauty of Italian design. The model marks a first milestone in the brand’s transition process to 100% electric mobility. Like the Tonale, the Milano has the important task of further strengthening Alfa Romeo’s international presence.”
Why the name Milano?
Since 1910, Alfa Romeo’s emblem has included two of the symbols that identify Milan: the cross – the historical symbol of the capital of Lombardy – and the Biscione snake – the coat of arms of the noble Visconti family. For over sixty years (1910-1972) the name “MILANO” was in the lower part of the logo. Until 1918 it was accompanied by the acronym “A.L.F.A.” (Anonima Lombarda Fabbrica Automobili), then from 1919 by “ALFA ROMEO. In addition, Alfa Romeo sees the city of Milan as an iconic city in terms of art, “Made in Italy,” fashion, design and music. Features that can also be linked to a car.
History of Alfa Romeo logo
For A.L.F.A. – which later became Alfa Romeo – the brand logo was meant to emphasize the Milan-based manufacturer’s origins. Over the years, the variations reflected the events that took place in the history of the company and of Italy. The cross of the Municipality of Milan, the Visconti Biscione snake and the Alfa Romeo inscription (A.L.F.A. only until 1918) have always remained the hallmarks of the brand since its inception.
On June 24, 1910, the new company A.L.F.A. (Anonima Lombarda Fabbrica Automobili) was officially registered, after which director Ugo Stella asked Giuseppe Merosi to draw a coat of arms to decorate the grille of his future cars. The history books tell us that the young illustrator Romano Cattaneo told Merosi that he had been touched by the Visconti Biscione snake, which he had seen on the Torre della Filarete in Piazza Castello while waiting for streetcar 14 one morning. Piacenza’s designer not only took up the suggestion, but sketched the coat of arms for his colleague on the spot. At the same time, he added a red cross on a white background and surrounded the whole with a blue border with the letters “A.L.F.A.” and “MILANO” in gold, separated by two Savoy buttons. The sketch was approved by the nobleman Ugo Stella, and Cattaneo himself was entrusted with the final design for production.
ALFA ROMEO
The first major change occurred in 1919: the company came under the leadership of Nicola Romeo and the letters “ALFA ROMEO” appeared on the brand logo. In 1925, the GP Tipo P2 won the first Grand Prix world championship. To celebrate, a laurel wreath was added around the brand’s symbol. After World War II, the coat of arms underwent a complete revision: the Savoy buttons gave way – with the advent of the Italian Republic – to two wavy lines, while the logo was stylized and made of cast metal, painted a single color.
Beginning in 1950, the enameled, copper brand logo returned. In 1960, the logo was replaced by an identical version made of plastic. In 1972, when the Alfasud factory opened in Pomigliano d’Arco, the inscription “MILANO” disappeared. At the same time, the Biscione tube was simplified, with the second coil no longer rolling around itself. A further refinement was added in 1982: the laurel wreath gave way to a gold line. On June 24, 2015, a new evolution of the logo was unveiled during the launch of the Alfa Romeo Giulia at the newly opened Alfa Romeo Museum.
Future Alfa Romeo
Alfa Romeo has grand ambitions. Not only with the release of new models, but with growth plans worldwide. The brand must become a truly global player. The new Milano – coming in 2024 – should help with that. 2025 will see the unveiling of the first Alfa Romeo to come exclusively with 100% electric propulsion. From 2027, Alfa Romeo’s entire model range will be 100% electric.