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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.

New Alfa Romeo supercar teaser mentions '6 weeks' and '792 hours'

Alfa Romeo got on Instagram again to tease the coming supercar that will debut on August 30. The image is a bit funky, and so is the caption. The picture shows the steering wheel, shot from underneath. The hub center is the first unusual bit, being a monochrome Alfa Romeo logo. The Italian brand's steering wheels usually feature a full-color logo except in the Quadrifoglio trims that bear a black and silver design. Vintage Alfas like the GT Junior models of the 1960s and 1970s were known for silver logos. They were also known for drilled steering wheel spokes, which might be featured in the teaser as well. No current Alfas we know of use metal-looking steering wheels spokes, and none contain what look like dials set into the bottom spoke. Even the limited-edition Giulia GTAm that started at about $225,000 in Europe took the Giulia's regular wheel and replaced plastic with carbon fiber for the lower spoke. Then there's the caption, "792hours and less than #6weeks left to ignite your spirit with #AlfaRomeo. Witness history unfold on August 30th, as #Courage and passion #Converge to give birth to a visionary #Creation. Save the date!"           View this post on Instagram                       A post shared by Alfa Romeo (@alfaromeoofficial) That's an oddball number of hours for a countdown timer. The guess is that this is a reference to the horsepower figure engineers coaxed from the twin-turbo 3.0-liter Nettuno V6 poached from the Maserati MC20. In the MC20, the engine produces 621 horsepower. Rumors out of Europe have said the Maserati mill is going to share the Alfa Romeo's engine bay with at least one electric motor and make about 800 horsepower — close enough to 792 not to quibble over. Since that would be a metric horsepower rating, converting PS to U.S. HP gives 781 hp, a tidy 160 horses more than the MC20 and totally achievable with a single flux capacitor. Unless the Italians are taking a MacGuffin from Hitchcock's playbook, six weeks away could foreshadow the 6C name instead of the 33 name that's worked its way into the conversation. The livestreamed debut from the Alfa Romeo museum in Arese, Italy is a month away. Related Video Alfa Romeo Salutes Women Race Car Drivers

Alfa Romeo C43 is ready for the 2023 Formula One season

Following rival Red Bull's lead, Alfa Romeo has become the second team to unveil the car it will race in the 2023 season of Formula One. (Haas has revealed its livery, but so far not the new season's car.) Called C43, the single-seater Alfa stands out from its predecessor with a new aerodynamic profile and a redesigned livery, among other changes. The C43's red and black livery is the work of the Alfa Romeo Centro Stile, which is the same design center that draws the storied Italian company's road cars. Alfa Romeo describes the C43 as an evolution of the C42, its predecessor, and it notes that a technical team led by Jan Monchaux developed it around a new, Ferrari-sourced power unit. It features several updates and numerous new parts, though full details haven't been released, and Alfa Romeo hopes the changes made to the C43 will allow its team to improve during the 2023 season. "This car is an evolution of last year's, reflecting the new regulations and introducing major changes in the areas where we found improvements to be needed. I hope it's going to be quicker than the successful car we had last year, that's what matters most, and more reliable as well: We have put a lot of effort in this direction," said Monchaux, the technical director of Alfa Romeo's Formula One team. Alfa Romeo will begin testing the C43 in Barcelona, Spain, in February, and it will then send the car to Bahrain for more testing ahead of the 2023 F1 season's first race. Valtteri Bottas and Zhou Guanyu will drive for Alfa Romeo during the upcoming season. And while the odds of non-professional drivers taking the C43 for a spin are low, anyone with or without a license will be able to drive it in the F1 2022 video game.