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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.

2016 Chevrolet Spark gleams in green in New York

Take one look at the 2016 Chevrolet Spark that's debuting at the 2015 New York Auto Show, and you can immediately see that the little hatchback is growing up. The previous long headlights and tall greenhouse are gone in favor of a slightly more conventional look that suits the enlarged overall size well. To address complaints about a lack of power from the current Spark's 1.2-liter engine, the latest model gets a larger 1.4-liter unit making 98 horsepower. It can be paired with a five-speed manual transmission, but for those looking to maximize fuel economy, a CVT offers an estimated 40 miles per gallon highway fuel economy. Beyond the new engine, there's an upgraded platform underneath with a longer wheelbase. The underpinnings are also more rigid, as well, to help improve handling and lower interior noise. Inside, the Spark now gets some physical controls to go along with the seven-inch MyLink infotainment system. A rearview camera is standard, which seems almost unnecessary is such compact model, and buyers can further enhance safety with tech like a Forward Collision Alert, Lane Departure Warning and Side Blind Spot Alert. Check out the gallery above to see the Spark in its nuclear green paint at the New York show before the little hatch arrives at dealers in the fourth quarter of 2015.

A Chevy Camaro hybrid? That's what EcoCAR3 could bring

Figuring out a way for a hybrid powertrain to co-exist with the performance expectations of a classic American muscle car is a challenge that could vex that most experienced of automotive engineers. It's a challenge, in fact, being handed to a bunch of college students. Over the next four years, students from 16 North American colleges and universities will attempt to wring fuel efficiency from a 2016 Chevy Camaro as part of EcoCAR3, an advanced-vehicle technology competition sponsored by the Department of Energy, General Motors and others. They'll be attempting to use hybrid or plug-in hybrid technology while not sacrificing the performance of the Camaro, which was selected in part because the current model achieves just 17 miles per gallon in city driving and 28 MPGs on the highway, per EPA numbers. Students will get the latest version of the vehicle to work on, one that is expected to be unveiled next month on Belle Isle in Detroit. "If we still want to produce V8 Camaros, we're going to have to look at alternative methods of propulsion," said Al Oppenheiser, the chief engineer on the Camaro. "So the ideas that these college teams come up with could very easily be adapted to a car like the Camaro." Unlike similar competitions that reward fuel efficiency in vehicles, EcoCAR seeks those gains while emphasizing cost and consumer acceptance of these vehicles. The cars shouldn't look like experiments; they should look like everyday vehicles on the road. Previous competitions have allowed the teams to use whatever powertrain they desired. This time, EcoCAR officials designed the competition to concentrate on hybrid, hybrid-electric and diesel options. Competitors won't have the option of using hydrogen fuel cells as they have in the past. Last year, a team from Colorado State built a vehicle that contained both hydrogen and electric power sources. This year's limit is a curious choice, as some automakers such as Toyota have placed heavy bets on fuel cells in recent years. General Motors also runs a fuel-cell program. With the focus on cost and practicality, however, the program officials wanted to narrow the framework of the contest. "We always have some good decisions on what to make within the scope or out of scope," said Jim Kolhoff, global director of software engineering for General Motors.