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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.

2015 Chevy Silverado, GMC Sierra recalled for steering issues

DETROIT — General Motors Co is recalling more than 1 million pickup trucks and sport utility vehicles in the United States due to issues with a temporary loss of power steering, the National Highway Traffic Safety Administration said. The recall is for 2015 models. They are: the Chevy Silverado 1500, Suburban and Tahoe, GMC Sierra 1500, Yukon and Yukon XL and Cadillac Escalade. The problem may cause difficulty steering the vehicle, especially at low speeds, increasing the risk of a crash, the auto safety regulator said in a document dated Sept. 12. The document did not highlight any reports of accidents and injuries, because of the power steering issue. GM dealers will update the power steering module software, free of charge for owners of the affected vehicles. In 2014, the No.1 U.S. automaker had recalled nearly 800,000 pickup trucks worldwide because of the same problem. GM did not immediately respond to a request for comment.Related Video:

2015 Chevy Volt will be available with 4G LTE

General Motors teased consumers two years ago when it showed off a Chevrolet Volt decked out with 4G LTE connectivity. More details were finally unveiled this month at the Consumer Electronics Show in Las Vegas: the 2015 Chevy Volt will have a 4G LTE option and will offer consumers an as-yet-unpriced option with much faster wireless internet connection and more smartphone apps. GM's OnStar has teamed up with AT&T to come up with several mobile apps alongside the roadside assistance. The Volt joins the 2015 Corvette, Impala and Malibuz models that will debut with a 4G LTE option this year. The first four 4G ChevroLTE models will be released this summer and will be joined by the Spark (EV and gas versions), Equinox, Silverado and Silverado HD. GM has yet to announce whether any Cadillac or Buick models will get the 4G option. Chevrolet Accelerates to 4G LTE Speeds in 2014 Bowtie brand models in U.S. and Canada to get OnStar 4G LTE by summer LAS VEGAS – Starting this summer, Chevrolet will have some of the fastest vehicles on the roads, and that has nothing to do with horsepower. Chevrolet drivers will be enjoying high-speed data - made possible by a new OnStar 4G LTE connection in the vehicle, running on AT&T's network, the nation's fastest and most reliable 4G LTE network. Chevrolet today announced at the Consumer Electronics Show that the 2015 Chevrolet Corvette, Impala, Malibu, and Volt would be the first General Motors' vehicles to come optionally equipped with OnStar 4G LTE. They will be followed by the Equinox, Silverado, Silverado HD, Spark and Spark EV. In the Canadian market, OnStar with 4G LTE will be introduced on the Chevrolet Trax as well. The majority of the 2015 Chevrolet lineup in the U.S and Canada will have a 4G LTE connection built-in at vehicle launch. More models will be announced later this year. "Chevrolet is expected to implement the broadest deployment of 4G LTE in the automotive industry," said Alan Batey, senior vice president of Global Chevrolet. "The fact that OnStar with 4G LTE will be available in models that range from the Chevrolet Spark to the Silverado to the Corvette, is indicative of our broad commitment to deliver more value and convenience through smart technology applications.