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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.

Cruze Diesel Road Trip reveals the good and bad, but no ugly

Most of us have strong opinions on diesel-powered cars based on our perceptions of and experience with them. I used to thoroughly dislike oil burners for their noise, smoke and lackluster performance, and the fact that they ran on greasy, smelly stuff that was more expensive than gasoline, could be hard to find and was nasty to get on your hands when refueling. Those negatives, for me, trumped diesel's major positives of big torque for strong acceleration and better fuel economy. Are any of those knocks on diesel still valid today? I'm not talking semis, which continue to annoy me when their operators for some reason almost never shut them down. At any busy truck stop, the air seems always filled with the sound – and sometimes smell – of dozens of big-rig diesels idling endlessly and mindlessly. Or diesel heavy-duty pickups. Those muscular workhorses are far more refined than they once were and burn much less fuel than their gasoline counterparts. But good luck arriving home late at night, or departing early morning, without waking your housemates and neighbors with their clattery racket. No, I'm talking diesel-powered passenger cars, which account for more than half the market in Europe (diesel fuel is cheaper there) yet still barely bump the sales charts in North America. Diesel fuel remains more expensive here, too few stations carry it, and too many Americans remember when diesel cars were noisy, smelly slugs. Also, US emissions requirements make them substantially more expensive to certify, and therefore to buy. But put aside (if you can) higher vehicle purchase and fuel prices, and today's diesel cars can be delightful to drive while delivering much better fuel efficiency than gas-powered versions. So far in the US, all except Chevrolet's compact Cruze Diesel come from German brands, and all are amazingly quiet, visually clean (no smoke) and can be torquey-fun to drive. When a GM Powertrain engineering team set out to modify a tried-and-true GM of Europe turbodiesel four for North American Chevy Cruze compacts, says assistant chief engineer Mike Siegrist, it had a clear target in mind: the Volkswagen Jetta TDI 2.0-liter diesel. And they'll tell you that they beat it in nearly every way. "I believe we have a superior product," he says. "It's powerful, efficient and clean, and it will change perceptions of what a diesel car can be." The 2.0L Cruze turbodiesel pumps out 151 SAE certified horses and 264 pound-feet of torque (at just 2,000 rpm) vs.

Car Club USA: Louisiana Mudfest

There's nothing quite like mudding. Big tires, huge power, and crazy-wild gearheads that like to throw down on a mud pit almost as much as a thirty rack of Coors. In the latest, and some might argue greatest yet episode of Car Club USA, we head to Louisiana to throw some dirt at Mudfest. As Louisiana's one and only Mouth of the South puts it, "If you don't mud ride... go to Texas I guess." Joining The Mouth and friendly rivals The Most Hated Mud Sluts, we dive in. Beyond the obvious V8 blasting and tractor-tire spinning, those who know best describe Mudfest as, "Good cooking, good friends, good fun, and a lot of partying." It's a motorsport spectacle unlike any you're likely to find up North or out West, though no less impressive to behold. Follow along with the fun, the impromptu drag racing, the trash talking, and the mechanical madness. And find out why, at Mudfest, "if we don't tear it up, we ain't done it right." Each Car Club USA episode features a different car club or event from across the US, where passionate owner communities gather to share automotive experiences and embark on incredible adventures. From Main Street cruises to off-road trails, catch all the latest car club activity on Autoblog. Chevrolet Ford Jeep RAM Truck Off-Road Vehicles Car Club USA Videos autoblog black