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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.

EcoCar2 is on the hunt for a better, cleaner Chevy Malibu [w/video]

The students spent three years transforming an ordinary Chevy Malibu into a revolutionary vehicle. Not far from the building where General Motors once invented the Chevy Volt, a dozen or so college students are standing on the blacktop alongside a test track, watching a professional driver push the limits of a plug-in hybrid car they've built that's far more radical. These students, from Colorado State University, have spent the past three years transforming an ordinary Chevy Malibu into a revolutionary vehicle. At first glance, it still looks like a regular sedan. But under the hood, they've installed a hybrid powertrain that contains both hydrogen and electric power sources. Even by the standards of the Department of Energy competition they're participating in, it's an outlier. That's exactly what they had in mind. "We didn't want to come here and tell them how to build a better Volt," said Tom Bradley, faculty adviser for the Colorado State team. "They already know how to do that. We can tell them how to think about these possibilities in a whole new way." After three years of work, it all comes down to this. The Colorado State team was one of 15 that came to GM's Milford Proving Grounds last week for the final stretch of the EcoCar2 competition, which challenges regular college students who have no automotive experience to do nothing less than reinvent the American car. The teams have come from across North America, and include schools like Ohio State and Virginia Tech that have a long history of participating in similar competitions, and schools like the University of Washington and Embry-Riddle Aeronautical University that are here for the first time. After three years of work, it all comes down to this. The teams have operated 24 hours a day for almost two weeks here at the Proving Grounds, running a gamut of tests that include a 310-point safety inspection, emissions and energy-consumption tests and road tests, in which professional GM drivers ensure they're road worthy. The winning team will be announced tonight in Washington D.C. Revolutionary cars, ordinary package While other green-car competitions encourage extreme designs, this one comes with a somewhat constraining twist: Yes, students must improve fuel economy and reduce emissions, but in the end, they still have to have a car that would appeal to mainstream customers. In practical terms, that means they must keep conveniences like air conditioning and trunk space.

This map reveals the cleanest vehicles based on location

Naysayers love to point out how dirty the electricity grid mix is when it comes to charging electric vehicles. Curmudgeons are eager to jump into any conversation about EVs to enlighten the lucky listeners about how plug-in cars contribute to pollution, sometimes even throwing in a dash of climate-change denial for good measure. (Thanks, buddy. Pray, tell me more about the plight of oppressed SUV owners.) Unless someone buys an EV just because they think they're cool (which, yeah, they often are), they probably have at least a passable understanding of their environmental pros and cons. As many EV owners are already aware, location has a lot to do with any particular plug-in car's carbon footprint. Still, there's always more to know, and knowledge is not a bad thing, especially if one uses it to do the right thing. That's why this handy-dandy map from Carnegie Mellon University is so interesting. CMU researchers have compiled information about the lifecycle greenhouse gas emissions of various EVs based on where they're charged, as compared to gasoline-powered vehicles. The researchers looked at the Nissan Leaf, Chevrolet Volt, and Prius Plug-In Hybrid versus the gasoline-dependent Toyota Prius hybrid and the stop-start-equipped Mazda3 with i-ELOOP and compared grams of CO2 emitted per mile. CMU takes into account the grid mix, ambient temperature, and driving patterns. CMU takes into account the grid mix based on county, as well as ambient temperature and driving patterns in terms of miles traveled on the highway or in the city. For instance, if you drive a Nissan Leaf in urban areas of California, Texas, or Florida, your carbon footprint is lower than it would be if you were driving a standard Toyota Prius. However, if you charge your Leaf in the Midwest or the South, for the most part, you've got a larger carbon footprint than the Prius. If you live in the rural Midwest, you'd probably even be better off driving a Mazda3. Throughout the country, the Chevrolet Volt has a larger carbon footprint than the Toyota Prius, but a smaller one than the Mazda3 in a lot of urban counties in the US. The Prius and Prius Plug-In are relatively equal across the US. Having trouble keeping it straight? That's not surprising. The comparisons between plug-in and gasoline vehicles are much more nuanced than the loudest voices usually let on.