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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.

New Alfa Romeo supercar teaser mentions '6 weeks' and '792 hours'

Alfa Romeo got on Instagram again to tease the coming supercar that will debut on August 30. The image is a bit funky, and so is the caption. The picture shows the steering wheel, shot from underneath. The hub center is the first unusual bit, being a monochrome Alfa Romeo logo. The Italian brand's steering wheels usually feature a full-color logo except in the Quadrifoglio trims that bear a black and silver design. Vintage Alfas like the GT Junior models of the 1960s and 1970s were known for silver logos. They were also known for drilled steering wheel spokes, which might be featured in the teaser as well. No current Alfas we know of use metal-looking steering wheels spokes, and none contain what look like dials set into the bottom spoke. Even the limited-edition Giulia GTAm that started at about $225,000 in Europe took the Giulia's regular wheel and replaced plastic with carbon fiber for the lower spoke. Then there's the caption, "792hours and less than #6weeks left to ignite your spirit with #AlfaRomeo. Witness history unfold on August 30th, as #Courage and passion #Converge to give birth to a visionary #Creation. Save the date!"           View this post on Instagram                       A post shared by Alfa Romeo (@alfaromeoofficial) That's an oddball number of hours for a countdown timer. The guess is that this is a reference to the horsepower figure engineers coaxed from the twin-turbo 3.0-liter Nettuno V6 poached from the Maserati MC20. In the MC20, the engine produces 621 horsepower. Rumors out of Europe have said the Maserati mill is going to share the Alfa Romeo's engine bay with at least one electric motor and make about 800 horsepower — close enough to 792 not to quibble over. Since that would be a metric horsepower rating, converting PS to U.S. HP gives 781 hp, a tidy 160 horses more than the MC20 and totally achievable with a single flux capacitor. Unless the Italians are taking a MacGuffin from Hitchcock's playbook, six weeks away could foreshadow the 6C name instead of the 33 name that's worked its way into the conversation. The livestreamed debut from the Alfa Romeo museum in Arese, Italy is a month away. Related Video Alfa Romeo Salutes Women Race Car Drivers

Chrysler appoints new heads of Alfa Romeo and Ram

Chrysler has announced to two key appointments to its senior leadership, both of them taking immediate effect. First up is Reid Bigland, who has been named head of the Alfa Romeo brand for North America. Bigland has served until now as head of the Ram Truck brand, a portfolio he now hands over to Robert Hegbloom, who had served until now as its director.
As a result of the appointments, both Bigland and Hegbloom will take up seats on Chrysler's NAFTA Leadership Team, and Bigland will also join the Fiat Chrysler Group Executive Council - the highest decision-making body in the Fiat Chrysler Automobiles empire.
As per Sergio Marchionne's leadership style, Bigland will continue to serve in two major capacities, maintaining his role as president and CEO of Chrysler Canada. Other senior executives who hold multiple key portfolios include Harald Wester (who serves as the group's Chief Technology Officer and also overseas Alfa Romeo, Maserati and Abarth), Olivier Francois (group Chief Marketing Officer and head of the Fiat brand) and Michael Manley (head of the Asia-Pacific region and the Jeep brand).