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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 Type 135 electric sports car mixes the Emira with some Esprit

Over the next four years, English sports car maker will make its oft-attempted transformations real by unveiling three "lifestyle vehicles" on its new Premium Architecture. The first is the Type 132 electric crossover, expected to debut in the next few months. After that will come the Type 133 four-door coupe, then the Type 134 crossover that's smaller than the Type 132. In that fourth year, we'll get the Type 135, an electric sports car that will recall the Lotus of old. This electric coupe, sitting on the firm's E-Sports architecture, is being called "a spiritual successor of the Elise," which would be a good thing. The teaser sketch Lotus released to hype up the car also makes us think Esprit, which, as far as we're concerned, is an even better thing. True, there's Elise and Exige and Emira in those exaggerated fenders, but the pointy ends are vintage early Esprit. But the looks aren't the point right now. The reason for the hubbub is Lotus signing a Memorandum of Understanding with British battery firm Britishvolt "to collaborate on research and development of advanced EV technology." The cooperation would put Lotus in charge of "electric propulsion technologies" like motors and control systems, while Britishvolt oversees a "new battery cell package." Goals for the pack are energy density, fast charging and weight reduction. Novel placement is on the menu, too, the E-Sports architecture laid out so that it can also accept batteries in the traditional style under the floor, or behind the cockpit a la a mid-engined sports car. The MOU could give the battery company two clients in one, as the Type 135 will be shared with Alpine across the Channel as well. By the time the Type 135 shows, Britishvolt's $5.1 billion battery factory in Northumberland should have been up and running for two years, ready to supply cells to the Type 135 that will be built at Lotus' historic Hethel, England headquarters (the other Types will be built in Wuhan, China at a manufacturing facility being developed by Lotus parent company Geely). The sports car will come in single- and dual-motor versions powering RWD and AWD trims, those motors expected produce anywhere between 469 and 872 horsepower providing a range of up to 450 miles on the WLTP cycle. The electronics will run on 800-volt architectures, the batteries ranging from 66.4-kWh to 99.6-kWh capacities.  Related Video: This content is hosted by a third party. To view it, please update your privacy preferences.

Lotus electric sedan due in 2023 to take on Porsche Taycan

Lotus took a massive step towards the mainstream when it released the Eletre (pictured above), an electric crossover developed with volume in mind. It will continue walking in this direction by launching its first sedan, and a recent report suggests the model will be aimed at the Porsche Taycan. Known as the Type 133 internally, and referred to as a four-door coupe, the sedan will join the firm's portfolio of so-called "lifestyle" EVs. It will borrow some styling cues from the Eletre (pictured above) but it won't be merely a scaled-down crossover. "There has to be some continuity and family identity," explained Peter Horbury, Lotus' senior vice president of design, in an interview with British magazine Autocar. "Families aren't made up entirely of triplets or quadruplets. Every member of a family can have their own character," he added. While the Type 133 — a name that won't make the leap to production; the Eletre was called Type 132 — won't be as basic as, say, an Elise, it will be positioned as a driver's car. Gavan Kershaw, Lotus' director of attributes and product integrity, told Autocar that the engineering team benchmarked the Porsche Taycan during the Eletre's development process and the lessons learned will be applied to the Type 133. Like its taller sibling, the sedan should feature a long list of technology features, including an air suspension system and rear-wheel steering. Powertrain specifications haven't been released yet, but the fact that the Eletre and the Type 133 will be closely related underneath the sheet metal gives us some idea of what to expect. Power for the first Lotus crossover comes from a pair of electric motors that zap the four wheels with around 600 horsepower. The battery pack's capacity checks in at over 100 kilowatt-hours, and an 800-volt electrical architecture enables fast-charging technology. Lotus pegs the Eletre's maximum driving range at 373 miles on the testing cycle used in Europe. It's reasonable to assume that the sedan, which should be lighter and more aerodynamic, should be capable of going further on a charge. Lotus is expected to unveil the Type 133 in 2023. The model will be built alongside the Eletre in Wuhan, China. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.