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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 Launch Edition marks a day we never thought we'd see

Alfa Romeo has been teasing its return to the United States for years. Each time, it's seemingly been pushed back for one reason or another. The last time we had our Alfa fix fulfilled was when just a few hundred examples of the 8C Competizione crossed the pond late last decade. Now, though, it looks like finally Alfa will be coming back, showing this, the 4C Launch Edition, at the 2014 New York Auto Show. By now, you should know the brief on the 4C – ultra-lightweight, mid-engined, turbocharged and with non-power-assisted steering. It's a driving instrument, and one we've admired from afar since it hit the European market. The 4C Launch Edition is the opening volley of Alfa's US return and adds a number of items to the already appealing sports car. The 500 Launch Editions will be limited to three colors - Alfa Red, Rosso Competizione or Madreperla White. It sports standard bi-xenon headlamps, which do away with the polarizing covers that highlighted European models. A carbon-fiber spoiler and mirror caps and unique forged wheels round out the changes for first US-spec 4Cs. The suspension is firmer, with performance-tuned shocks and stiffer front and rear sway bars. Meanwhile, a racing exhaust should help the turbocharged, four-cylinder engine make its presence known. It doesn't seem like the power output is changing thanks to the new exhaust, although we're expecting the 4C's already throaty warble will sound even better. You can take a look up top for our full gallery of live images of the new 4C or you can scroll down and take a look at the official press release from Alfa Romeo. Then, hop into the Comments and let us know if you think of the latest Alfa to be sold in the US.

Alfa Romeo Giulia sedan debuts with 510 hp, killer curves [w/video]

After a very blurry, accidental photo debut just yesterday, Alfa Romeo let loose the first official images and information about the upcoming Giulia. And she's a looker. We've got a man on the ground in Milan for the reveal who'll be bringing us more about the Giulia later on, but in the meantime let's take a look at the facts. Alfa's rakish new sedan certainly offers enough performance to justify the fast-standing-still styling. The Giulia seen here is the top-of-the-line Quadrifoglio edition, which has a turbocharged V6 that produces 510 horsepower (likely a metric figure, so it might be rated 503 here) and is good for a trip to 62 miles per hour in just 3.9 seconds. The car will also come in lower-power specs, likely using variations of a turbocharged four-cylinder. That quick acceleration is at least partially down to a very impressive curb weight. Alfa hasn't given us an official figure, per se, but does mention that the Giulia has a weight-to-power ratio "lower than 3kg/hp." Doing the math, that would put the sedan under 3,400 pounds, which is impressive. For reference, a BMW M3 sedan makes 425 hp and weighs in at around 3,600 pounds, while a 464-hp Cadillac ATS-V weighs about 100 pounds more. We know from Alfa's US-spec 4C that the sedan might gain a bit of heft in its cross-Atlantic translation, but if it's even in that ballpark, we'll be excited. Handling should be excellent, too, at least as far as we can tell from the case made on paper. The company boasts a 50/50 front/rear weight distribution, with a multi-link rear suspension and double wishbones up front. We're also promised "rapid, accurate steering" which, again, is borne out by the 4C. The Giulia Quadrifoglio features a torque-vectoring rear differential, an active front splitter to improve aerodynamics at high speeds, and a computer system called Chassis Domain Control to keep the various subsystems balanced. Touted as a competitor to the BMW 3 Series (an M3 competitor in this spec), the Giulia will be available as a rear-wheel-drive vehicle as standard, of course. But an optional all-wheel-drive setup is also in the cards. You'll have to decide for yourself if the flowing, long-hood-short-deck styling works, but we think it's excellent (at least based on the first few images). Find a bit more detail about the upcoming Giulia in the press release below, and expect more from Milan shortly.