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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.

2016 Chevy Volt zaps into the Detroit Auto Show with big improvements [w/video]

If you need an example of how quickly the plug-in hybrid market is evolving, just take a quick glance at the 2016 Chevrolet Volt. For its freshly introduced new generation at the 2015 Detroit Auto Show, the sedan sports extra range, better efficiency and a host of other improvements to make the vehicle even easier to live with. A big portion of the model's improvements come from Chevy's second-gen Voltec propulsion system. The updated drive unit is 12 percent more efficient and sheds 100 pounds from the scales. The battery itself also drops 21 pounds, while growing in capacity to 18.3 kilowatt hours. It gives the Volt an electric range of up to 50 miles and offers a total driving distance of over 400 miles. In addition, the new 1.5-liter engine offers estimated 41 miles per gallon fuel economy (with no battery). The significant improvement in specs are certainly respectable, but the vast majority of buyers should notice the latest Volt's evolved styling first. Up front, there's a shiny new nose with a more modern take on Chevy's split grille. From there, the design slows back to a more svelte take rear with the original model's futuristic, square taillights not making the transition. Inside, Chevy simplifies the infotainment system and now offers seating for three in the back. Check it all out in the gallery, above, to see how far the latest model has come. Chevrolet Introduces All-New 2016 Volt New model features expressive, sleek design and delivers 50 miles of EV range DETROIT – Chevrolet today unveiled the all-new 2016 Volt electric car with extended range, showcasing a sleeker, sportier design that offers 50 miles of EV range, greater efficiency and stronger acceleration. The Volt's new, efficient propulsion system will offer a General Motors'-estimated total driving range of more than 400 miles and with regular charging, owners are expected to travel more than 1,000 miles on average between gas fill-ups. "The 2016 Chevrolet Volt provides our owners with a no-compromise electric driving experience," said Alan Batey, president of GM North America. "We believe our engineering prowess combined with data from thousands of customers allows us to deliver the most capable plug-in vehicle in the industry." The 2016 Chevrolet Volt's technology and range advancements are complemented by a design that blends sculpted, muscular proportions with aerodynamic efficiency, and an all-new interior with seating for five and improved functionality.

Weekly Recap: Racing legend Jim Hall explains Chevy's futuristic Chaparral concept

"I said our cars are built to be winners." – Jim Hall Racing legend Jim Hall never thought he'd be a video game consultant, but when Chevrolet asked for his advice to create a futuristic Chaparral for the Vision Gran Turismo series, he was eager to help. He reviewed early sketches and suggested some changes that made it onto the concept, including the addition of a camera that's mounted onto a mast over the cabin to aid the driver. The Chevy Chaparral 2X Vision Gran Turismo concept was revealed this week at the Los Angeles Auto Show and will be part of a downloadable update for PlayStation 3's Gran Turismo 6 in December. Theoretically, at least, it uses a laser-beam propulsion system and an air-powered generator to produce 900 horsepower in the video game. It's capable of sprinting to 60 miles per hour in 1.5 seconds en route to a top speed of 240 mph. Those gaudy performance specs – even in the virtual world – came at Hall's urging. "I said our cars are built to be winners," Hall told Autoblog on the floor of the Los Angeles show. The 79-year-old drove Lotus racecars in Formula One before launching the successful Chaparral Cars in the 1960s. Like his innovative Can-Am racers, the Vision Gran Turismo project has an eye toward the future. It also introduces the iconic Chaparral name to a new generation of fans, and hopefully, Hall says, gets them excited about engineering and design. "It emulates what we did in the '60s," he said. And what they did back then still resonates. Chaparral Racing and Chevy partnered more than 45 years ago for development work on the composite monocoque chassis, lightweight alloy powertrains, automatic gearboxes and active aerodynamics. "He [Hall] walked right back into this and was able to apply thinkings and learnings," said Clay Dean, General Motors executive director of advanced design. The Chevy Chaparral 2X Vision Gran Turismo concept was created at GM's North Hollywood advanced design studio, and it will be on display at the show through November. Other News and Views Sebastian Vettel joins Ferrari team in 2015 Ferrari confirmed that four-time Formula One World Champion Sebastian Vettel will join the Scuderia for the 2015 season, jettisoning Ferrari's current ace, two-time champ Fernando Alonso. Vettel has been F1's most successful driver since Michael Schumacher, though he's struggled to match his previous accomplishments in 2014.