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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.

Nissan, Kia spending big to promote EVs, Chevy stays conservative on Volt

With 22 months of record Leaf sales under its zero-emission belt, Nissan has started two big ad campaigns for the battery-powered Leaf. On TV, there's the Kick Gas campaign (it's a popular name) and on social media, Nissan is promoting the EV as the "world's cleanest car" (it's a paint thing). We don't know how much the paint prank is costing, but we do have some estimated numbers for the TV ads. Nissan has spent over $30 million on TV advertising for the Leaf in 2014. According to iSpot, which tracks these sorts of things, Nissan spent over $30 million promoting the Leaf on TV in 2014. "Through November of this year," iSpot CEO Sean Muller wrote to AutoblogGreen, "Nissan spent more then $400 million in TV advertising for its traditional fuel fleet, and $22 million for the rechargeable Leaf. It has since dedicated an additional $9 million on it its new Kick Gas campaign, which started airing November 3, shortly after news of the electronic sales slump broke." iSpot says that Kick Gas aired predominately on NBC, CBS and Fox. The result of those airings can be seen in the charts below, but the takeaway point is that viewers of college football, Gladiator and The Rachel Maddow Show were the most engaged by the ad. Nissan has said the ad is working and that it helped increase Leaf sales in November. How is Chevrolet promoting the Volt? Not nearly as aggressively as Nissan is with the Leaf. Muller said iSpot estimates that GM spent just $2 million over the past couple of years to sell the plug-in hybrid on TV, despite offering 62 different Volt ads online. Then there's new entry into the mix, the Kia Soul EV. iSpot figures Kia has spent about $15 million on TV airings of that odd sexified hamster spot. That's a lot of money for a car that just went on sale here in October, let alone one that isn't available in most states. We've asked Chevy, Kia and Nissan for comment on the iSpot numbers but have not yet heard back. You can watch ads for all three vehicles below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Details on Nissan's Kick Gas:

2020 Kia Soul vs. subcompact crossovers: How they compare on paper

At 10 years old, the 2020 Kia Soul has entered its third, and potentially best, generation yet. To get here, it fought off other boxy hatchbacks such as the Scion xB and Nissan Cube. But now it faces all new competition: subcompact crossovers. They offer similar sizes, prices and flexibility as the Soul, but with a veneer of ruggedness. But the Soul is ready with its own rugged trim, the X-Line, plus the return of its powerful turbocharged variant. To see how the Soul stacks up to the fresh competition, we've compiled vital stats on all the tall hatches. Considering the prodigious size of the subcompact crossover segment, we've limited our selection to a few options that are similarly priced and sized to the Soul, and that offer a bit of funky styling. They include the Toyota C-HR, Nissan Kicks, Hyundai Kona and Honda HR-V. There are of course many more options, and you can create your own comparisons using our Compare Cars feature. (You can also check out our Mitsubishi Eclipse Cross comparison that includes a few larger choices). In the meantime, though, check out all the numbers on our selected vehicles in the chart below, followed by analysis after. Performance, fuel economy and drivetrains The crossover segment is diverse when it comes to powertrains, with all different displacements, induction systems and drive wheels. A surprising number of these supposedly rugged and off-road-oriented vehicles (at least more than normal cars) are front-drive only. These include the Nissan Kicks, Toyota C-HR and Kia Soul. But the Kona and HR-V offer all-wheel drive, with the Hyundai offering it on both engine options. Speaking of engine options, only the Kia and Hyundai have two possibilities, either a base 2.0-liter naturally aspirated engine, or a turbocharged 1.6-liter engine. The base engines have identical outputs of 147 horsepower and 132 pound-feet of torque, but the turbo engines differ. The Soul has 201 horsepower to the Hyundai's 175, but both make the same 195 pound-feet of torque. The Kicks, C-HR and HR-V all offer just one engine option, and they're all naturally aspirated. The Nissan's engine is the smallest and least powerful: a 1.6-liter engine making 125 horsepower and 115 pound-feet of torque. The HR-V is next with a 1.8-liter engine making 141 horsepower and 127 pound-feet of torque. The C-HR rounds out the trio at 144 horsepower and 139 pound-feet of torque from a 2.0-liter engine.