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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.

2014 Chevrolet SS makes its live debut

Chevrolet showed off the new 2014 SS in an airport hangar last night, its first rear-wheel-drive performance sedan in the US since the Impala SS from 1997. We'll have more to say about the SS later today, but this is the sedan that Chevrolet sees as the final piece in restoring its performance credentials. For those of you looking for a manual transmission, however, that wish will go unfulfilled - at least for now: the only two options buyers will have are the color and whether or not they want a sunroof.
We'll work on getting some more angles (in better light) today at Daytona International Speedway, but with fans seeing the car for the first time, we don't hold out much luck of getting a clear shot. So for now, enjoy the high-res gallery above.

Bob Lutz builds the case for a mid-engined Corvette

Rumors of a mid-engine Corvette are like automotive industry folklore at this point. Every once in a while, news pops up that it might be happening or is under development, but nothing actually ever comes to fruition as something people can actually buy. The latest spy shots strongly suggest a mid-engine 'Vette is in the cards, yet again, possibly for 2018. Now, an op ed by former General Motors executive (and definite performance car fan) Bob Lutz in Road & Track gives the inside scoop on the history of one of these proposals and lays out how to make it happen today. According to Lutz, the company's engineers believed the C6 ZR1 was at the limit for front-engine, rear-wheel drive performance in that package, and the only solution was to move the powerplant behind the driver. Lutz even got then CEO Rick Wagoner on board. The scheme made it at least as far as clay models for mid-engine versions of the 'Vette and Cadillac XLR. Eventually, a lack of money got in the way, though, bringing the project to an end. Lutz puts a lot of faith in GM's current leaders, especially Mary Barra and Mark Reuss. He thinks the chances of a mid-engine 'Vette happening this time are better than 50 percent. The model, rumored to be named Zora, could offer over 700 horsepower in an ultra lightweight body and be priced at about $120,000 to "suck the doors off everybody." Head over to Road & Track to get some insights from this highly respected and entertaining auto industry veteran. Related Video: