1962 Alfa Romeo Giulia Spider 1600 Normale; Well Known North West Car. on 2040-cars

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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 4C Spider brings roofless Italian performance to the well-heeled masses

Following through on its Geneva concept and year-end rumors, Alfa Romeo has introduced a roofless version of its mid-engine 4C at the 2015 Detroit Auto Show. Like the Lotus Elise, the canvas top on the 4C Spider isn't some fancy automatic roof. Instead, owners will need to manually sort things out. Unlike the Elise, at least, the 4C's top is easier to manage when both fixing and removing from the mid-engined sports car's body. For those that prefer the security provided by a hard top, a removable carbon-fiber roof will be added after launch. Aside from that change, most of the tweaks for the 4C Spider have to do with options and equipment. As we explained in our original post, opting for the topless version of this turbocharged Italian will still get you to 60 in just 4.1 seconds, while Alfa claims the 4C Spider can still pull 1.1 lateral g. Check out our full gallery of photos of the new 4C Spider, direct from the floor of the 2015 Detroit Auto Show, at the top of the page. And for more on Alfa's second US product, check out our original post, right here.

Touring dresses its Alfa Disco Volante in green and gold for Geneva [w/poll]

If you watched the latest episode of Top Gear, you'll have seen Jeremy Clarkson driving a red version of Touring's Disco Volante around Italy, then showing off a silver-finished one in the studio back in the UK. But when the doors open at the Palexo for the 2014 Geneva Motor Show this week, Carrozzeria Touring Superleggera will have another version to show off. Pictured here, this version of the Disco Volante has been done up in dark green with gold accents for a treatment that looks decidedly less Italian and more British – something Colin Chapman (not to mention Green Bay football fans) would appreciate. We're not sure it's our favorite treatment of one of the most stylish cars money can buy (particularly with the rosso corsa grille and tailpipe inserts), but then we're not the one buying it. This example was likely produced for a specific customer. The Disco Volante, for those unacquainted, is essentially an Alfa Romeo 8C Competizione – already a looker in our books – that's been rebodied by reborn Milanese coachbuilder Touring. The carrozzeria was established back in 1926, went under in 1966 and was reborn in 2006, adopting the Superleggera moniker that its forebear coined when pioneering lightweight monocoque construction techniques. Since its revival it has worked its magic on Maseratis, Bentleys, Gumperts and more. The Disco Volante is made to order at what you can bet is a not unsubstantial price. Featured Gallery Alfa Romeo Disco Volante by Carrozzeria Touring Superleggera in green & gold View 38 Photos News Source: Carrozzeria Touring Superleggera Design/Style Geneva Motor Show Alfa Romeo Coupe Performance 2014 Geneva Motor Show touring alfa romeo 8c competizione carrozzeria touring superleggera