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Alfa Romeo turns it up to 11 with Harrison guitars and Marshall amps

To American enthusiasts, nothing might say rock n' roll quite like a classic muscle car. But that doesn't preclude the Europeans from trying. Volkswagen has partnered with Fender for its premium audio systems, and now Alfa Romeo is teaming up with some rocking powerhouses as well. The Italian automaker is collaborating with Harrison Custom Guitar Works to create the limited-edition axe you see here. The electric guitar is designed around Alfa's iconic grille and uses automotive materials like aluminum and carbon fiber as well as traditional guitar woods like poplar, maple, ebony and Korina. The cross-bars, pickups, tail piece and bridge are CNC-machined from aluminum billet. Only 11 examples will be made, each taking eight months to construct, and priced at GBP4,000 (about $6,800 at current exchange rates). At the same time Alfa has also created a one-off MiTo concept car together with Marshall Amplification. The hatchback packs a custom Marshall JVM 50-watt amp and a pair of 12-inch 75-watt speakers, but has also been decked out with gold-mesh trim on the grille, head- and taillight surrounds, side mirrors, door handles and lower bumper – just like a Marshall stack – while the interior has been worked over with Marshall treadplates, white piping and gold trim. The shift knob has even been replaced by a Shure SH55 microphone. Though the collaborations look like something straight out of This Is Spinal Tap (with a touch of The Graduate thrown in for good measure), they'll both be showcased at a special screening in London of another rock documentary: Sound City, directed by Foo Fighters frontman (and former Nirvana drummer) Dave Grohl. You can, however, check them out in the pair of image galleries and the press releases below. CRAFTED FOR PERFORMANCE: HARRISON CUSTOM GUITAR WORKS UNVEILS ULTRA-EXCLUSIVE ALFA ROMEO-INSPIRED GUITAR - Harrison Custom Guitar Works create the 'Alfa Romeo' – an ultra-limited edition Alfa Romeo-inspired guitar - The 'Alfa Romeo' integrates traditional craftsmanship with performance materials such as carbon fibre and aluminium - Hand-built to order for GBP4,000 with each guitar taking eight months to create Harrison Custom Guitar Works based in Yorkshire (UK) has created an ultra-exclusive electric guitar inspired by Alfa Romeo's design and heritage. The 'Alfa Romeo', is a completely custom-made design that draws inspiration from the style, materials and technology of the Italian brand's road cars.

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 8C and GTV: Classic names revived as high-powered hybrids

BOLOCCO, Italy — There were grand plans for Alfa Romeo at FCA's last five-year plan. By 2018, we were supposed to get eight new products, including a new "specialty" vehicle. In reality, we've gotten the Giulia and Stelvio. At this year's follow-up, Alfa Romeo brand head Tim Kuniskis called the last plan ambitious, but he offered a new vision that was both more realistic and more far-reaching. Beyond doubling down on utility and electrified vehicles, by 2022 Alfa has plans to revive both the 8C and GTV names as high-performance hybrids. Since 2014, Alfa sales are up 160 percent, with an estimated 170,000 vehicles to be sold in 2018. The North American market counts for 16 percent of that, up from nothing back in 2013. Future products will focus on Alfa's current strengths: styling and performance. Look for new compact and full-size utility vehicles to slot on each side of the Stelvio. Plans for a larger sedan seemed to have been nixed, though a long-wheelbase version of the Giulia will make it to the ever-increasing Chinese market. The most exciting news obviously comes from the return of the 8C supercar and GTV sports car. We have few details, but what we do know looks promising. The 8C will use a carbon-fiber chassis with a mid-mounted twin-turbo V6. More than 700 horsepower will be sent to all four wheels thanks to an electrically-driven front axle. The car should hit 62 mph in fewer than 3 seconds. The GTV will be slightly more tame, though Alfa is promising more than 600 horsepower from its hybrid powertrain. The four-seater will also have all-wheel drive, torque vectoring and a 50/50 weight distribution. The brief teaser image shows a car that looks like a two-door Giulia, though it's unclear if we'll actually get a new coupe. Electrification, autonomy and connectivity are coming, too. Obviously, the 8C and GTV will get electrified powertrains, but look for each Alfa Romeo model to have some sort of electrification available. Look for six plug-in hybrids with all-electric ranges of more than 30 miles. Level 2 and 3 autonomous systems are coming, too. Related Video: Design/Style Earnings/Financials Green Alfa Romeo Aston Martin Coupe Crossover SUV Hybrid Luxury Performance Supercars FCA alfa romeo 8c