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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.

Alpine unveils N36 LMP2 car that will race in 24 Hours of Le Mans

This is the Alpine LMP2 competitor you'll see contesting European endurance races this year, including The 24 Hours of Le Mans in June. Parent company Renault showed off the N36 racer at its atelier in Paris, the blue and orange a switch from the yellow, black and white livery Alpine wore last time it was seen in Le Mans way back in 1978 when it won the race.
The team will be run by Signatech-Nissan and the chassis will be powered by a Nissan engine. Nelson Panciatici and Pierre Ragues will contest World Endurance Championship rounds throughout the year, they'll be joined by endurance and IndyCar veteran Tristan Gommendy for Le Mans and Paul-Loup Chatin as the team's reserve driver.
The Alpine N36 will get into its first test this week at Paul Ricard, then experience its first racing miles at the European Le Mans Series round at Silverstone on April 13. The press release below has the full scoop, the photos above have the past and present in high-res glory.

Nissan Sway displays the future of the compact hatch [w/videos]

Nissan is giving a glimpse at its future compact hatchback design with the Sway Concept at the 2015 Geneva Motor Show. The little, egg-shaped hatchback cribs styling elements from earlier show cars from the brand and mixes them together into an attractive five-door. Though, the company makes no mention of the model's powertrain. The Sway's most eye-arresting feature is its arching hood that leads to a deep, V-shaped grille similar to the Lannia Concept. The design element is flanked on both sides by boomerang-shaped LED headlights, and there's a splash of color from the orange accents under the air intakes. To draw the eye from front to rear, a crease flows over the fenders and then sweeps all the way back to the taillights. Nissan's floating roof motif also makes an appearance here, although it's not quite as obvious as on larger vehicles. As is common on show cars, the Sway has suicide doors with no B-pillar to let attendees in Switzerland have a good look inside. The interior appears to be an airy place to take a drive with a panoramic glass roof, and a windshield that rises up over the front occupants' heads. The driver gets a simple instrument cluster that's dominated by just two gauges, but there's a tablet at the center of the dashboard to provide extra info. According to Nissan, the whole point of the Sway's design is to take compact hatchback styling in a bolder direction. The first video below shows off even more angles, and the second has some of the brand's designers going in depth about the car's shape. 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. Nissan rethinks the compact hatchback: Introducing the Sway Concept Bold design theme showcases new design language Edgy exterior matched by elegantly simple interior Created to bring fresh, high-end thinking to compact hatchback segment GENEVA – Innovative design and product planning gave birth to the Qashqai and Juke, two of the biggest automotive success stories in recent years. Now the company has applied the same radical thinking to one of the most important sectors of the market: the compact hatchback. Unveiled at the Geneva Show, the Sway is a glimpse at how a future generation of compact Nissan models might look if the company's striking new design language was applied to a European hatchback.