2019 Alfa Romeo Giulia Four-door Sedan/sports Car on 2040-cars

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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.

Submit your questions for Autoblog Podcast #317 LIVE!

We record Autoblog Podcast #317 tonight, and you can drop us your questions and comments regarding the rest of the week's news via our Q&A module below. Subscribe to the Autoblog Podcast in iTunes if you haven't already done so, and if you want to take it all in live, tune in to our UStream (audio only) channel at 10:00 PM Eastern tonight.
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Alfa Romeo to launch new versions of 4C each year

Alfa Romeo is an exciting brand. You could argue that the MiTo and Giulietta hatchbacks might not speak so much to that effect, but the 4C sure does. Fortunately, Alfa has every intention of keeping the 4C at the forefront of its lineup with a series of upgrades – one to come each year, according to Top Gear. The production version of the compact mid-engined sports car launched just last year at the Geneva Motor Show, and this year the company returned with the 4C Spider concept that previews the production roadster to follow. That may prove the most substantial of the revisions Alfa has in mind for the 4C, but it may not be the last. Just what Alfa will do next remains to be seen, but sources are already speculating on what could follow. Since the current 4C is a bare-bones affair – with a minimalist cabin and no trunk to speak of with the front hood welded shut – we're wouldn't be surprised to see a slightly more accommodating version follow. After that, it's anyone's guess. Top Gear suggests a more hardcore version – it sure would be exciting to see the Quadrifoglio Verde adorn a more powerful 4C in the future. But we're still years off from seeing any such derivative come to fruition, so we'll just have to hold on tight for the time being and wait for Alfa to finally bring itself and the 4C to American showrooms. Featured Gallery 2014 Alfa Romeo 4C View 60 Photos News Source: Top Gear Alfa Romeo Convertible Coupe Performance alfa romeo 4c