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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.

Alfa Romeo to gun for Jag F-Type with 6C

It has taken Alfa Romeo years of promises to finally, truly return to the US with the 4C sports coupe and its initial 86-dealer network. We already know that the sporty Italian brand has more models on the way in near future, with a midsize sedan, crossovers and more headed our way according to the company's five-year plan. Now, the latest rumor from an unnamed source speaking to Auto Express, claims that Alfa has another, more powerful sports car on the slate to take on an even higher rung of performance vehicles, cars like the Jaguar F-Type. The so-called Alfa Romeo 6C would launch as a coupe with the twin-turbocharged V6 engine from Maserati Ghibli (which makes 404 horsepower in that application) and a convertible would join the lineup later. The Alfa's platform would come directly from the Maserati Alfieri, which is supposed to launch in 2016. In terms of styling, the insider describes the new coupe as closer to the earlier 8C Competizione than the 4C. That suggests a front-engine, rear-wheel drive layout, plenty of gorgeous curves and the brand's long-lived shield grille flanked by LED headlights up front. Auto Express' source claims a 2017 launch date for the new range, and that could fit in Alfa's already-announced product plan. In its five-year forecast, the company said a specialty car would join the ranks from 2016-2018. At the time, we assumed this would be the sibling to the next-gen Mazda MX-5 Miata. However, the Italian end of the project was more recently reported to be in doubt, with thoughts that the codeveloped model may end up wearing a Fiat badge. The 6C could be an interesting alternative if the project comes to fruition. Featured Gallery 2015 Alfa Romeo 4C: First Drive View 43 Photos News Source: Auto ExpressImage Credit: Copyright 2014 Seyth Miersma / AOL Design/Style Rumormill Alfa Romeo Maserati Coupe Performance

Alfa Romeo putting a slicker 'coda tronca' on its compact CUV

Our EV revolution Bingo card did not include spaces for the return of wagons (aero crossovers by a more suitable name) and the doubling down on retro design cues, but that's what we're getting and we like it. Alfa Romeo is clocking in on the retro side, design chief Alejandro Mesonero-Romanos telling Autocar, "Our next-generation cars will bring back the Coda Tronca into a current design language — as a means to boost aerodynamic efficiency and range, of course, but also to give the cars a distinctive, classically Alfa Romeo design character." You might not know that "coda tronca" means "short tail" in Italian, but you know what it looks like. Effectively a Kammback or Kammtail, it's when a vehicle roof descends toward the rear of the vehicle, ending in a vertical flank that looks like someone cut the car short with a large knife. It's been on everything from the Shelby Daytona Coupe and Ferrari 250 GTO to the Honda Insight, Toyota Prius, and Audi A2 and A7. The short tail was also famously on the 1963 Alfa Romeo Turbolare Zagato, shortened to the TZ. This is the design Mesonaro-Romanos refers to, as well as the Sprint Zagato, or SZ, that preceded it. He said, "You will see it on several future models," the first reportedly the compact crossover due on the market next year. This will be Alfa Romeo's version of the recently introduced Jeep Avenger battery-electric crossover for Europe, once believed to be called the Brennero. The design boss crossed that name out, telling Autocar, "The model name is now decided. it will be Italian and it will be beautiful. But more than that, I cannot say for now." We might have better luck predicting specs. Checking the Avenger's details, we'd expect the Stellantis eCMP 2 platform crammed with battery modules under the seats that add up to 54 kWh. The Avenger's e-motor turns the front wheels with 154 horsepower and 184 pound-feet of torque, an all-wheel-drive version is on the way. Range on the WLTP cycle is rated at an estimated 249 miles. As with the Jeep, the Alfa Romeo is expected to get a gas-powered version, maybe with the same 1.2-liter motor going into the Jeep. We're not sure how else the Alfa might distinguish itself from the Jeep, but the Kamm tail could make range for both powertrains a notable differentiator.  Related Video