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Weekly Recap: Chevy and Alfa plot comeback strategies

Chevrolet and Alfa Romeo were two of the 20th Century's most iconic automotive brands. Chevy embodied America's post-war power and confidence. Alfa was the definition of the stylish Italian sports car. They reached halcyon heights in the 1950s and '60s, before declining precipitously amid new competition, changing consumer tastes, and uneven corporate management. Both say 2015 is the start of something better, and this week Chevy and Alfa laid out ambitious plans and showcased new cars that they hope will make them more relevant this year, and in the coming years. Each brand sits at its own crossroads, and their paths forward are as different as the Chevy Cruze and the Alfa Romeo Giulia. Chevy is still a sales beast, as evidenced by its volume of 4.8 million vehicles sold around the world last year. Chevy executives are fond of saying one of their cars is sold every seven seconds, which illustrates the strength and reach of a car brand that is the fourth largest in the world. "Make no mistake about it, we are a brand for the people," said General Motors North America president Alan Batey. But he wants consumers to want to buy a Chevy for its design and technology, not simply because it's affordable. That starts with all Chevys now featuring a distinctive a family look, with sporty cues from the Corvette or strong lines that riff on the Silverado pickup. "We want people to fall in lust with our cars," said Mike Pevovar, executive design director for Chevy passenger cars. "That initial emotional attraction has to be right on the exterior, and that's where form comes into play." Chevy is also loading up its cars, like the freshly unveiled 2016 Chevy Cruze, with technology to appeal to a younger crowd that prizes connectivity. The Cruze will offer Apple CarPlay and Android Auto with its MyLink infotainment system, and OnStar with 4G LTE and wifi. Seeking out younger buyers is also sound business practice: Millennials now outnumber Baby Boomers as the largest single age group in the United States. Younger buyers also can improve a brand's image, which is another area where Chevy would like to improve. Chevy ranks 82nd on Interbrand's Best Global Brand's list, behind 11 other automakers. Apple is No. 1. "We need our own variation of the Genius Bar," Batey said. 2016 Alfa Romeo Giulia View 3 Photos Meanwhile, Alfa is in different shape.

Stellantis lays off salaried workers, cites uncertainty in EV transition

DETROIT — Jeep maker Stellantis is laying off about 400 white-collar workers in the U.S. as it deals with the transition from combustion engines to electric vehicles. The company formed in the 2021 merger between PSA Peugeot and Fiat Chrysler said the workers are mainly in engineering, technology and software at the headquarters and technical center in Auburn Hills, Michigan, north of Detroit. Affected workers were notified starting Friday morning. “As the auto industry continues to face unprecedented uncertainties and heightened competitive pressures around the world, Stellantis continues to make the appropriate structural decisions across the enterprise to improve efficiency and optimize our cost structure,” the company said in a prepared statement Friday. The cuts, effective March 31, amount to about 2% of Stellantis' U.S. workforce in engineering, technology and software, the statement said. Workers will get a separation package and transition help, the company said. “While we understand this is difficult news, these actions will better align resources while preserving the critical skills needed to protect our competitive advantage as we remain laser focused on implementing our EV product offensive,” the statement said. CEO Carlos Tavares repeatedly has said that electric vehicles cost 40% more to make than those that run on gasoline, and that the company will have to cut costs to make EVs affordable for the middle class. He has said the company is continually looking for ways to be more efficient. U.S. electric vehicle sales grew 47% last year to a record 1.19 million as EV market share rose from 5.8% in 2022 to 7.6%. But sales growth slowed toward the end of the year. In December, they rose 34%. Stellantis plans to launch 18 new electric vehicles this year, eight of those in North America, increasing its global EV offerings by 60%. But Tavares told reporters during earnings calls last month that “the job is not done” until prices on electric vehicles come down to the level of combustion engines — something that Chinese manufacturers are already able to achieve through lower labor costs. “The Chinese offensive is possibly the biggest risk that companies like Tesla and ourselves are facing right now,Â’Â’ Tavares told reporters. “We have to work very, very hard to make sure that we bring out consumers better offerings than the Chinese.

Robert Kubica moves from Williams to Alfa Romeo F1 reserve

LONDON — Robert Kubica has joined Alfa Romeo as their 2020 reserve driver, the role the Pole carried out 14 years ago when he made his Formula One debut with the Swiss-based team then known as BMW Sauber. The deal announced on Wednesday also sees Polish oil company PKN ORLEN, who backed the 35-year-old's comeback last season at former champions Williams, become a co-title sponsor of the team in a multi-year partnership. Kubica's big break came in 2006 when he became Poland's first F1 racer, replacing Canada's 1997 world champion Jacques Villeneuve at BMW Sauber and going on to win with them at the 2008 Canadian Grand Prix. The Pole, who suffered a near-fatal rally accident in 2011 that partially severed his right arm, scored tail-enders Williams' only point last year in a remarkable personal comeback clouded by the team's inability to provide a competitive car. He announced in September that he was leaving and has since been replaced by Canadian Nicholas Latifi, the team's 2019 reserve. "I'm starting a new chapter in my career by joining Alfa Romeo Racing ORLEN. This is a team that has a special place in my heart and it'll be nice to see the familiar faces I still remember from Hinwil," said Kubica in a statement. "Time and circumstances are obviously different, but I am convinced that I will find the same determination and hunger to succeed." Kubica had also been linked to the Haas and Racing Point teams who had considered him for a role as a tester and simulator driver. Ferrari-powered Alfa Romeo's race drivers this year are Finland's 2007 world champion Kimi Raikkonen and Italian Antonio Giovinazzi, an unchanged lineup from 2019. Team principal Frederic Vasseur welcomed Kubica, who before his accident raced for Renault and was close to becoming a Ferrari driver, back to the Hinwil factory. "He is a driver that needs no introduction: one of the most brilliant in his generation and one who displayed the true meaning of human determination in his fight to return to racing after his rallying accident," he said. "His feedback will be invaluable as we continue to push our team towards the front of the grid." Alfa Romeo finished last season in eighth place with 57 points. The team said PKN ORLEN branding will feature on the C39 car and all "trackside assets". Related Video: