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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 Callaway Corvette Z06 gets new supercharger, adds $17K to starting price

Callaway's proud tradition of modifying Chevrolets is about to add a very significant chapter this weekend, as the company prepares to unveil a modified version of the 2015 Corvette Z06. The engine mods are simple, though we expect them to be very potent. That's because Chevy has replaced the factory supercharger with a new "GenThree" unit that's nearly a third larger than what's bolted on in Bowling Green. A new intercooler is also added, along with a new high-flow intake system. Beyond that, the changes are exclusively of the subtle cosmetic variety. There's new badging inside and out, as well as new engine covers, floormats and an underhood plaque. Naturally, there's documentation to verify the Callaway Z06's authenticity, and the comfort that comes with a three-year, 36,000-mile warranty. Callaway has priced the upgrade package at $16,995, in addition to the price of the stock Z06. While we're still waiting to hear official power figures, that seems like a reasonable asking price for what were wagering will be a major increase in power. The Callaway Z06 will debut this weekend at the National Corvette Museum's C7 Bash in Bowling Green, KY. Expect more details following the debut. Scroll down for the official press release. Related Video: 2015 Callaway Corvette Z06 to Debut at National Corvette Museum The 2015 Callaway Corvette Z06 will debut at the National Corvette Museum C7 Bash in Bowling Green, Kentucky, April 23 through April 25. Here's a sneak peek at the new package. Based on Chevrolet's track-proven Z06, Callaway engineers' no-compromise approach takes this Corvette to an astounding power level. While advertised Callaway horsepower and torque are pending final validation, the Callaway package adds Callaway's new GenThree supercharger system with 32% more displacement than the stock Z06 supercharger, improved manifold design and unique triple-element intercooling system. Callaway engineers recognize that a key contributor to maximizing power is reduction of inlet air temperature. By exposing the supercharger's large plenum area to outside ambient airflow, the design takes advantage of the significant charge air temperature reduction provided by convective cooling. The completely redesigned intercooling system also helps maintain nearly ambient charge air temperature with exceptionally low air restriction.

Kurt Busch to shake and bake (again) in Ricky Bobby car at Talladega

Kurt Busch will channel Ricky Bobby for another NASCAR race, this time driving a Wonder-sponsored Chevrolet SS, in this weekend's Camping World RV Sales 500 at the Talladega Motor Speedway. Unlike past tie-ins, though, there's actually an element of sponsorship here (the "Me" car was done when Busch was running on a team without sponsorship).
It was arranged by Flower Foods, the new owner of the Wonder brand. Wonder was part of the bankrupt Hostess company, which temporarily exited the US market 2012, and set off the Great Twinkie Shortage.
Busch has made something of a habit of channeling characters from famous racing movies, most recently running Tom Cruise's City Chevrolet livery from Days of Thunder in a Nationwide Series race earlier this year. Busch kicked off his movie-inspired antics, though, at Talladega in 2012, when he raced El Diablo's ("It's like... Spanish for like a fighting chicken") "Me" car complete with a cougar on the hood. He even went so far as to channel the lovable idiot that is Ricky Bobby during the race, dropping a few catchphrases about macchiatos and slingshots.