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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.

Ford Recalls Nearly 700,000 Vehicles

Ford is recalling more than 692,000 Escape small SUVs and C-Max gas-electric hybrids in North America to fix two safety problems. The recalls cover vehicles from the 2013 and 2014 model years. Most of the Escapes have both problems. The first case covers 692,500 Escape and C-Max vehicles. A software glitch can stop the side curtain air bags from inflating in certain types of rollover crashes. The company says it has no reports of crashes or injuries. Dealers will reprogram the air bag control computer for free. About 65,000 of the recalled vehicles are C-Max models, and the rest are Escapes. Roughly 591,000 are in the U.S., with 3,500 more in U.S. territories. About 78,000 are in Canada and another 19,500 are in Mexico, Fordspokeswoman Kelli Felker said in an e-mail. There could be more vehicles affected in other markets, the company said. The affected Escapes were built from Oct. 5, 2011 through Feb. 14, 2014. The C-Max vehicles were built from Jan. 19, 2012, through Feb. 24, 2014. The second case covers about 692,700 Escapes. Exterior door handles can bind and stop the door from latching properly. This could allow doors to open while the SUVs are in motion. Dealers will inspect the handles and reposition them if needed. No crashes or injuries have been reported. About 583,000 are in the U.S. or its territories, with another 89,500 in Canada and 20,000 in Mexico. Ford said in this case, the problem may affect vehicles in other markets. All the North American Escapes were built from Oct. 5, 2011, through April 10, 2014. Recalls Ford escape

Ford trademarking 'Mach 1,' possibly for Mustang

A legendary name might be accompanying the redesigned, 2015 Mustang when it finally makes its world debut - Mach 1. Stumbled upon by the team at Ford Authority, the Mach 1 title was found in a trademark filing with the US Patent and Trademark Office, and would revive a name last used on the fourth-generation, 2003 Mustang.
While the the 2003 vintage was well and good, the Mach 1 is really remembered for a three-year run from 1969 to 1971 - it's best to just forget the emissions-choked 1972 to 1978 Mach 1s - when power output ranged from a modest 250 horsepower with the two-barrel, 351-cubic-inch Windsor V8 to "375 hp" (actual output was rumored to be well north of 400 horsepower) with the righteous, 429-cubic-inch Super Cobra Jet V8.
What does the title hold for the sixth-generation Mustang? It's tough to say. The fanatics at Ford Authority seem to think Mach 1 could take the place of the Shelby GT500 at the top of the Mustang hierarchy, which sounds like a valid argument. At the same time, we could see the SVT Cobra moniker returning for the flagship model, and the Mach 1 doing battle with the Chevrolet Camaro Z/28 (unless the Boss 302 were to return). Confounding things is the historical precedent - the Mach 1 was responsible for the death of the Mustang GT in 1969, so it might make sense as a volume performance model.