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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.

US-spec 2017 Alfa Romeo Giulia details revealed

Maurice the Bowler from The Simpsons said, "Better than the act, better than the memory, is the anticipation!" He wasn't talking about the 2017 Alfa Romeo Giulia Quadrifoglio, but he could have been. Recently delayed another six months by parent company Fiat, we're going to do a whole lot more anticipating since the sedan might not make it here until the actual 2017 calendar year. That's a shame to think about because the top-of-the-Giulia line is a thing of beauty, so we'll enjoy it at the LA Auto Show while we have it. Built on the new Giorgio architecture developed in conjunction with Ferrari, its standard elements are a 2.9-liter, twin-turbo V6 with 505 horsepower and 443 pound-feet of torque. That power number is the largest Alfa Romeo has ever let loose from a production car factory, and that torque is available from 2,500 to 5,000 rpm. The fireworks are sent to the rear wheels through a short throw six-speed manual transmission and carbon fiber driveshaft, and 19-inch wheels can convert those explosions into a 3.8-second run from 0-60 miles per hour and a top speed of 191 mph. The Giulia Quadrifoglio gets its grunt massaged by tech like an active front splitter controlled by two electronic actuators, a carbon fiber rear spoiler, torque-vectoring limited-slip differential, and adaptive damping. Brembo four-pot calipers all around hugging iron rotors come stock, you'll find carbon ceramics on the options list providing six-piston Brembos in front and four-piston Brembos in back. The carbon fiber hood and roof, and extensive aluminum bits like the doors and fenders go easy on the scales and help provide a "near 50/50 weight distribution." Cylinder deactivation will help you go easy on the gas, if not the throttle. After the top-dog Giulia gets here its less powerful minions will follow, all of them motivated by a 276-horsepower, turbocharged 2.0-liter four-cylinder. All-wheel-drives comes after launch, too. Interior options will be lengthy and detailed, with a mix of materials, colors, and stitching. For the hardest of the hardcore, Sparco racing seats can be had for the Quadrifoglio. You can read about all of this and much more in the press release below, here's the number you'll want to know now: "around $70,000," the US MSRP we're now being warned about. Because beauty is not cheap, especially when it's quick.

Alfa Romeo shows off Giulia, new logo in latest video

Alfa Romeo made big waves when it introduced the 510-horsepower Giulia last week. While we reveled in the handsome, chiseled looks, stout powertrain, spine-tingling singing voice, and uniquely Italian character, the red four-door distracted us from the company's other big announcement – its new logo. In a video aptly titled "Alfa Romeo is back," we see the sexy supersedan spear across the landscape, taillights blazing a trail and V6 exhaust teasing our ears. Before long, the car disappears, and we get a detailed look at Alfa's new, more modern logo. It's short and sweet, but is also a nice follow up to last week's debut video. For those who need a refresher on the Giulia itself, the top-of-the-line Quadrifoglio Verde model is powered by a twin-turbocharged V6 that's been built with help from the engine team at Ferrari. On top of that, there's an active front splitter, a perfect 50-50 weight distribution, and a torque-vectoring rear differential. So yes, Alfa's newest sedan sounds like an extremely tidy package. You can read up on everything we learned during the Giulia's debut in our complete coverage from last week. We've got the initial story on the car, dedicated notes from the reveal, and a few bits and bobs from the Alfa Romeo museum. Check out the video up top, and then click over and check out our other Alfa coverage. Related Video: