2009 Lotus Elise Purist Edition, W/ Supercharger 220 Hp White On Black on 2040-cars

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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.

2017 Renault Alpine still looks like a Lotus

Two years ago, an oddly modified Lotus Exige was photographed speeding around the Nurburgring. While that car looked British, at the time Renault's engineers were reportedly developing the suspension for the future Alpine sports coupe underneath with some help from the folks at Ohlins. Now, our spies have spotted this weird Lotus-bodied mule out testing, and it might be a major hint that development for the reborn French brand is getting serious again. Unfortunately, it's hard to pull many details about the future Alpine just from this mule. Up front the air extractors are noticeably covered, and at the rear there's now a panel hiding the engine with just some small vents near the very back. The roof-mounted scoop appears to be the major means of sending cool air to the powertrain. Alpine has been back in the news as of late. At the 24 Hours of Le Mans, the brand's Celebration Concept was unveiled but without many real details. Then, at the Goodwood Festival of Speed, the car was filmed actually moving under its own power. Earlier reports suggest that a production version, possibly called the AS1, might come in 2017 with around 250 horsepower on tap from an engine mounted behind the driver. Engineers would keep weight as low as possible to make the most from that power. While no version in the US is likely, prices in Europe might be about the equivalent of $34,000 to $40,000.

Lotus renames Russell Carr its head of design

There's been a changing of the guard at Lotus recently. The legendary British sports car manufacturer fired its controversial chief executive Dany Bahar and replaced him recently with Jean-Marc Gales. And now it's named a new chief designer. Or rather, renamed its old one to the post.
That designer is the appropriately named Russell Carr, who had previously held the post until Bahar brought in his former compatriot Donato Coco (with whom he had previously served at Ferrari) and charged him with designing a series of ambitious but ill-fated concept cars that debuted at the 2010 Paris Motor Show and were subsequently axed on Bahar's way out. Now Coco has been shown the door as well, effective at the end of this month. In his place, Carr - who has been with Lotus since 1990 - has been given back his old job after having been demoted to playing second fiddle to Coco for five years.
Although both Gales and Coco both served in senior positions at PSA Peugeot Citroën, Gales didn't join the French automaker until 2009 - the same year that Coco joined Lotus, five years after having left PSA to work at Ferrari.