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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.

Lotus reveals new LMP1 at Le Mans

Lotus is at Le Mans this week where it has unveiled its new LMP1. Only it's not racing at Le Mans. And it's not really a Lotus, either.
The prototype belongs to an independent German team that ran a Lotus chassis in the LMP2 category last year, but was granted license by the FIA and ACO to step up to the top-tier LMP1 category to dice it with the front-running hybrids from Audi, Porsche and Toyota this year. Unfortunately, the team - which licenses the Lotus name from the automaker, much as the F1 team does - faced some setbacks. Not the least of those delays resulted from a mid-stream switch in engine suppliers from the Audi-sourced, naturally aspirated V8 it was originally set to use to a new turbocharged V6 from Advanced Engine Research.
As a result it wasn't ready for the Silverstone race that kicked off this season's World Endurance Championship in April. Nor was it ready for the second round at Spa in May or not for the headline event this weekend at Le Mans, but it aims to be on the track at the next round in Austin.

Now’s your chance to buy Lotus founder Colin Chapman’s 1981 Turbo Esprit

Lotus founder and Chairman Colin Chapman’s former 1981 Turbo Esprit Series 3 sports car is for sale, and it looks fantastic in its metallic silver exterior imprinted with “turbo esprit” on both sides and the bonnet, and contrasting red leather interior. Built in February 1981 but not registered until August, it was ChapmanÂ’s personal car until his death in late 1982, and was also driven at one point by former Lotus Formula One driver Elio de Angelis. Chapman even arranged for British Prime Minister Margaret Thatcher to drive it, at the Norfolk Airport in 1981. Thatcher was quoted in the local paper as saying it was “lovely to drive.” Right, then. Lotus built the car to ChapmanÂ’s specifications, with a lowered and modified suspension, modified bodywork to reduce wind noise, special brake pads and features like power steering and air conditioning that didnÂ’t figure in production models. Chapman, who suffered from hay fever, also had pollen filters installed, plus a roof-mounted Panasonic stereo system. ThereÂ’s also a specially assembled, blueprinted engine; Esprit Turbos of that model year featured a 2.2-liter turbocharged inline-four that made 210 horsepower and 200 pound-feet of torque. This was also the first Esprit model to be fitted with BBS alloy wheels. After ChapmanÂ’s death, the car was maintained for a few months by the companyÂ’s Factory Service Department, and eventually made its way to a succession of private owners. The car is currently on its sixth owner across seven transactions (one ended up re-acquiring the car), but it has just a hair over 11,000 miles on the odometer, with a new clutch slave cylinder and radiator core installed in the past decade. “This vehicle has lived a pampered existence and is a testament not only to its rich pedigree but to those who have cared for it over the years,” says the listing at Mark Donaldson Ltd., which claims it comes with extensive records. According to Top Gear, the seller is looking to fetch at least 80,000 pounds, or around $97,000. Related Video: