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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.

The Opel GT is the concept General Motors should build for the US

Now is the time. General Motors should double-down on performance cars and build the Opel GT concept that's set to debut next week at the Geneva Motor Show. Better yet, sell it in the United States as the Chevy GT. Consumers are showing a thirst for performance cars not seen in decades. Ford has them coming in waves, with everything from the F-150 Raptor to a hotted-up Fusion. FCA US is unrepentantly building loads of Hellcats. GM should respond. The General's cupboard is hardly bare. With the Corvette, Camaro, and Cadillac's V-Series, GM has more than enough to compete with its crosstown rivals and anything Europe or Japan can throw at it. But there's also an opportunity. There's not many front-mid-engine, rear-wheel-drive, two-seat sports cars out there like the Opel GT concept. A Chevy GT that used that layout and captured some of the concept car's proportions and curves would ignite a different kind of passion in enthusiasts. It would be Miata-like. With Chevy branding, this sports car would be the everyday exotic. The concept has a turbocharged 1.0-liter three-cylinder engine, which makes about 143 horsepower to motivate a structure that weighs less than 2,200 pounds. It can hit 60 miles per hour in less than eight seconds. All of those numbers are within the front-engined Miata's territory. This new Opel is inspired by two great mid-1960s concepts that helped put its design studio, and that of its sister brand, the British Vauxhall, on the map. (The GT concept is also technically a Vauxhall, as the brands are linked in GM's European strategy.) One of them, the '66 Vauxhall XVR remained a concept. The '65 Opel Experimental GT was on the road by 1968. That shows this is doable. There's precedent. The Saturn Sky and Pontiac Solstice shared a chassis with a modern GT during that trio's brief run. If GM ever makes this concept, Opel and Vauxhall should get their versions. But Chevy is the one that could make this car a global icon. Chevrolet GT. Make it happen. News & Analysis News: The potential return of the Ford Bronco is generating a ton of attention. Analysis: That's not news, per se. But when the Bronco6G.com fan site did a rendering of a next-generation Bronco, it almost broke the Internet. Everyone from Automotive News to Jalopnik picked up the illustrations. Our own post has drawn a lot of traffic and passionate responses. People are clamoring for the Bronco's return.

Chevrolet considering midsize crossover to slot between Traverse and Equinox

Crossovers are the new hotness, and automakers are looking to cash in by offering a size and shape for every customer. With Chevrolet's debut of the new 2018 Traverse in Detroit, which grew ever so slightly compared to the first-generation model, there is now a midsize-crossover-sized hole between the three-row Traverse and the compact Equinox. When asked about that obvious space, a Chevrolet spokesperson told us the company is looking into the possibility of expanding its crossover lineup. It should be a relatively simple thing to do, since all it would take is reskinning and rechristening the GMC Acadia with a bow tie, and we all know how much GM loves platform sharing. Although they're now different sizes, the new Acadia and Traverse still use the same platform; the Acadia is now on a short-wheelbase version of the C1XX while the Traverse uses long-wheelbase C1XX parts. A short-wheelbase Chevy built on the C1XX likely would be differentiated visually from both the Acadia and the larger Traverse. It may seem like flooding the lineup with more and more models would cannibalize sales of existing ones, but Chevrolet said it would rather have customers stay within the brand rather than going to another automaker. There have been whispers that some form of the Blazer name (possibly TrailBlazer) may make a return on a midsizer, but if it does don't expect an old-school body-on-frame SUV like the old one. In the end, if Chevy builds it, customers will come. Related Video: