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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 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.

Lotus Elise returning to US in 2020

If you've been hoping to get your hands on a new Lotus Elise, we've got mixed news for you. The good news is that Lotus will bring the Elise back to the US market. The bad news is that it won't happen before 2020. Lotus was forced to withdraw the model (along with the Exige) from the US market in 2011 after it no longer complied with US safety regulations and its temporary exemptions expired. Lotus first launched the Elise in 1996 when the company was still owned by former Bugatti chief Romano Artioli. It rolled out the current Series 2 model in 2001, and brought it to America for the first time in 2004. The larger Evora faced similar issues, and was modified in the form of the new Evora 400 that now meets US regulations. Lotus CEO Jean-Marc Gales tells Automotive News that doing the same with the Elise would be unfeasible. "We'd need smart airbags, plus side airbags and to change the whole front crash structure. It would add 100kg," or 220 pounds, said Gales. While modifying the current Elise would be prohibitive, the next version is being designed to meet American standards. That won't happen before 2020. In the meantime, Lotus continues to sell a small number of certain variants of the Elise and Exige for use exclusively on tracks. Related Video: Featured Gallery 2011 Lotus Elise News Source: Automotive News - sub. req.Image Credit: Lotus Lotus Performance