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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 SZ, the brutalist 'Il Mostro,' restored by FCA Heritage

Nicknamed Il Mostro — "the Monster" in Italian — because of its unusual, almost brutalist design, the 1989 Alfa Romeo SZ was meant to showcase all the technological prowess of the Milanese firm at the time. It was also meant to plant a stake in the ground and return the revered marque to its rear-wheel-drive roots. Though it was an evolutionary dead end, the SZ is still considered among the most distinctive cars in a brand filled with distinctive models. It should, then, be no surprise that FCA Heritage, the classic car and history preservation arm of Stellantis (which, apparently, was not part of the name change) has just restored one. The SZ began life at the 1989 Geneva Motor Show as the ES-30 concept, which stood for Experimental Sports 3.0-liter. The production car was named SZ for Sprint Zagato, but the design is credited to Robert Opron of the Fiat Style Center, while Antonio Castellana did the finishing details and interior. Zagato used its coachbuilding expertise to build the cars, whose bodywork was formed from a composite thermoplastic material called Modar, made by Italy's Carplast and France's Stratime. Alfa Romeo also claims it was the first car to be produced using computer-aided design (CAD/CAM). Beneath the sci-fi exterior lay a 12-valve, 3.0-liter V6 plucked from the Alfa Romeo 75 3.0i Quadrifoglio Verde. With 204 horsepower and 181 pound-feet of torque, it was the most powerful Alfa of the time. Output was fed through a 5-speed transaxle and the suspension, Koni-designed shocks, and brakes reportedly tuned by Fiat and Lancia rally driver Giorgio Pianta and transplanted from the Alfa 75 1.8 Turbo Evolution Group A racer.  The original run was intended to span just 1,000 cars, but some sources say 1,036 were produced. That run ended in 1991, after which a roadster version called the RZ was built from 1992-93.  The example restored has been in Alfa Romeo's possession since the beginning. It served as a test car on the Balocco proving grounds and was used in promotional photos. There are several details on it that differ from production models, so much so that Alfa Romeo says it could be "considered a prototype." Unfortunately, as history shows, the SZ failed to usher in a real-wheel-drive renaissance at Alfa Romeo. After its end, there wasn't another rear-drive model until the 8C Competizione in 2007.

2019 Alfa Romeo Stelvio Quadrifoglio Review | Heck of a third impression

The 2019 Alfa Romeo Stelvio Quadrifoglio does not make a good second impression. The first impression? A-OK, as you approach its distinctive Alfa face, admire its tight proportions and wonder why someone would paint it something other than Alfa Rosso. It's so definitely not German, which counts for a lot should you live in a neighborhood where everyone drives a black BMW or silver Audi. That this Stelvio costs $94,340 seems steep, but at least it has the looks to back it up. Then you pull the door handle and the action is eerily reminiscent of a Dodge Dart. The door opens and the sound and feel are just a bit hollow. You sit down inside and press a button, any button, or turn a knob. The plastic feels cheap and the action is flimsy. It's basically the exact opposite of what you get in an Audi or Porsche. Even their touch-sensitive controls emit a hearty click. Car journalists may go on about "soft-touch materials" in cars, but it’s the switchgear that one ultimately interacts most with. If the volume knob feels Fisher-Price, who cares that the dash and just about every other interior surface is covered in leather? To be fair, the Alfa's cabin is indeed covered as such, and since this is the Quadrifoglio, it gets green and white stitching with carbon fiber trim. It certainly doesn't look cheap, even if it definitely feels it and sounds like it given the duo of distinctive rattles that had already developed in a press car with a mere 3,400 miles on it. There's also the infotainment system, which is highlighted by an 8.8-inch screen that doesn't take good advantage of its sizeable real estate. There's a control knob with accompanying Menu and Option buttons. It's better than Lexus Remote Touch, but that's a bar previously used at a corgi agility competition. Rival systems are easier to use (not to mention FCA's own Uconnect touchscreen) and appear more state-of-the-art (because they are). It's very possible that a prospective luxury SUV shopper would stop right there, never even bothering to go on a test drive. If they'd just come from a Porsche, Audi or BMW store, it's particularly easy to see that happening. Of course, it's the test drive where the Alfa Romeo Stelvio Quadrifoglio makes its third and best impression. It's as sizzling and wild as you might have heard. The delicacy and immediacy of the controls are immediately noticed.