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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 Caimano concept is peak Seventies wedge design

This weekend, the Bremen Classic Motor Show will be opening its doors with a "wedgetastic" theme, highlighted by the Alfa Romeo Caimano concept you see here. Alfa Romeo commissioned Giorgetto Giugiaro and his then-newly established Italdesign firm to cook up the Caimano concept for the 1971 Turin Motor Show. It was based on the Alfasud (also designed by Giugiaro) but shortened the chassis by nearly 8 inches and fitted with entirely different bodywork that made it look like it was from another planet. The canopy greenhouse eliminated the A pillar, with the B and C pillars forming a trapezoidal roll bar at the back, capped by an adjustable spoiler. Inside the cockpit were two recumbent bucket seats, a cylindrical dashboard, and two small openings in the glass canopy for ventilation. Of course it also had pop-up headlights, and it was powered by the 1.2-liter boxer for from the Alfasud, good for all of 68 horsepower. Striking though it may have been at the time, it shouldn't come as a surprise that only one example was ever built, and it remains in the Alfa Romeo museum in Milan. The company is taking it out of the collection, however, and bringing it to Bremen for the show. Alongside it, showgoers can expect to see such other "wedgetastic" creations of yesteryear as the Lancia Stratos, Maserati Khamsin, Lamborghini Countach, Mercedes C111, and the BMW Turbo X1 (which previewed the M1 to follow). Little surprise that most of these wedge designs were penned by either Giugiaro or by Marcello Gandini for Bertone. Along with Lionardo Fioravanti (of Pininfarina fame), they were each born in Italy in 1938 within months of each other, and went on to dominate Italian automotive design over the course of their careers. Related Video: Alfa Romeo at the Bremen Classic Motor Show - The iconic Caimano concept car will be featured in a special exhibition dedicated this year to the revolutionary designs of the 1970s. - The "wedge on wheels" thought up by Italdesign is based on the chassis of the Alfasud, another of Giugiaro's creations, and is a fine example of the extreme design of its time. - The only example of the model belongs to the Alfa Romeo Museum. - The Motor Show will take place from February 5 to 7 in Bremen and will open the classic car season. It will bring together some 650 exhibitors in eight halls covering an area of over 45,000 square metres.

Alfa Romeo Giulia to get Ferrari-related engine

Alfa Romeo has a long, proud history of using V6 engines in its coupes, sedans, and sports cars over the years, but as the new Giulia sedan approaches, the Italian marque is allegedly turning to Ferrari for its next six-cylinder. This is obviously not the first time a Ferrari-sourced or derived engine has been found under an Alfa's long hood. While 8C Competizione famously used a version of Ferrari's F136 V8 during its short run, the Giulia's new V6 will be offered on a much larger scale, slotting in above an entry level, four-cylinder turbo (likely the next-gen version of the 4C sports car's 1.75-liter engine). According to Autocar, the new V6 will be "specially developed for Alfa Romeo," and will be built at the Termoli engine factory alongside the new turbo four-cylinder. As for the rest of the Giulia, Autocar has been able to shine a light on a number of other details about the new midsizer. It will, thankfully, be rear-wheel drive, and designed to counter the "mostly cold and clinical" and soulless cars of the German competition, Maserati chief Harald Wester told AC. Some of the new sedan's structural elements will even be shared with Maserati's entry level model, the Ghibli. Most notable of all, though, is what the Giulia means for American consumers. After the limited-run 8C and the niche 4C, the new sedan will lead Alfa Romeo's long-awaited, large-scale return, where it will combat the popular BMW 3 Series, Mercedes-Benz C-Class, Audi A4, not to mention rivals like the Cadillac ATS and Lexus IS. Look for more on the Giulia next week when it's officially revealed in Milan.