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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.

2015 Chevy Silverado Custom Sport is subtle in black

In a world where trucks are growing bigger, bolder grilles and more muscle-bound looks, Chevrolet is trying something a bit different with its recently revealed Custom Sport edition for the 2015 Silverado at the this year's Detroit Auto Show. The edition leans on being understated, instead of screaming about its abilities. The design is supposed to be a throwback to the Chevy Custom Sport Trucks of the late '60s that brought a touch of elegance to these usually utilitarian vehicles at the time. The heart of the package is its monochromatic body-color touches for the bumpers and grille surround. The one on display at the show is especially attractive with a chrome-accented black grille that fits perfectly with the rest of the body. The edition does get a bit more shine with chrome covering the 20-inch wheels, door handles, mirror caps and side moldings. In addition, buyers get projector beam headlights, tow hooks and heated power mirrors. The custom package is available on the LT trim in black or white and on the LTZ in black or White Diamond Tricoat. Take a look at this monochromatic take on the Silverado as it sits in the Motor City. 2015 SILVERADO OFFERS CUSTOM SPORT PACKAGE Inspired by Chevy Custom Sport Trucks that helped launch personal-use pickups DETROIT, 07/01/15 – With the new 2015 Silverado Custom Sport special edition, Chevrolet pays homage to one of its most iconic pickups, adding a sophisticated monochromatic look to double- and crew-cab Silverados. The Custom Sport package features body-colored front and rear bumpers and a body-colored grille surround with a chrome-accented black grille. Other accents include 20-inch chrome wheels, chrome door handles and mirror caps, and chrome body-side moldings. The package also includes projector beam headlamps, tow hooks and heated power-adjusted mirrors. "The Custom Sport special edition was inspired by Chevy Custom Sport Trucks of the late 1960s," said Sandor Piszar, Chevrolet Trucks marketing director. "Those CST models added a touch of elegance to a great all-around truck, just like the Custom Sport package for the new Silverado." The redesigned 1967 Chevrolet pickup entered the market at a time when trucks were starting to move off the jobsites and into the driveways of cities and suburbs. The 1967 Custom Sport Truck, with its bright trim, plush carpet and bucket seats, helped launch a wave of personal use pickups that continues today.

IIHS gives good ratings to 4 of 8 midsize pickups in crash test

Versions of the Toyota Tacoma, Chevrolet Colorado and GMC Canyon Crew Cab earned top ratings in a new crash test of midsize pickup trucks from the Insurance Institute for Highway Safety, while two versions of the Nissan Frontier earned marginal ratings. But the organization gave poor marks to all eight pickups tested for their dim headlights. Overall, four of the eight pickups evaluated earned good ratings for protecting occupants in all five crash test categories — the Tacoma double cab along with crew cab versions of the Colorado, Canyon and Tacoma. But the poor headlights and lack of an automatic emergency braking system blocked any of the pickups from qualifying for the IIHS's Top Safety Pick awards. The study looked at two pickup body styles using 2017 models: crew cabs, which have four full doors and two full rows of seating, and extended cabs, which have two full front doors, two smaller rear doors and compact second-row seats. It subjected each to five tests, and it evaluated the performance of front crash prevention systems and headlights. The Toyota Tacoma crew cab was the only pickup in that class that earned a good rating for structure in the small overlap test, which replicates what happens when a vehicle clips a tree, pole or another vehicle that has crossed the center line. The model's Access Cab extended-cab version was rated similarly, though its structure was rated acceptable. "This group of small pickups performed better in the small overlap front test than many of their larger pickup cousins," says David Zuby, the Institute's executive vice president and chief research officer. "The exception was the Nissan Frontier, which hasn't had a structural redesign since the 2005 model year." The extended-cab versions of the Chevy Colorado and GMC Canyon earned acceptable ratings, while both the Nissan Frontier king-cab and crew-cab models were rated marginal. Toyota says its 2018 Tacoma will feature upgraded headlights and a standard autobraking system that can detect pedestrians. "Headlights are basic but vital safety equipment. Drivers shouldn't have to give up the ability to see the road at night when they choose a small pickup," Zuby said. Related Video: Auto News Chevrolet GMC Nissan Toyota Safety Truck Videos gmc canyon nissan frontier chevrolet colorado