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Lotus Exige Sport 410 Quick Spin Review | An unobtainable gem previews an American future

HETHEL, England — You can get the measure of a car brand by the environment in which its products are built. The narrow, bumpy, hedge-lined lanes of eastern England explain a lot about the way a Lotus goes. The character of a company's chief speaks to the brand's intentions as well. Jean-Marc Gales has been portrayed unflatteringly as a Eurocrat bean counter, but his approach has been to strip weight and cost out of the product to the benefit of performance on both track and bottom line, defining brand attributes that Chinese money can hopefully bring to a wider audience. He drives fast, thinks quickly and acts without hesitation. You sense he likes people who do the same, and the speed with which Autoblog posted the story announcing the new Exige Sport 410 is something he commented upon in flattering terms. Despite the fact that it'll never appear on American dealer lots, Gales made us very welcome at the factory to drive it. A quick update on where the Exige is at since it was last seen on American shores in 2011. Though it's still based around what's fundamentally the same extruded and bonded aluminum tub as every other Elise and Exige of the past 20 years, it's gained pounds, cylinders and performance to the point where it shows circuit pace that'll have 911 GT3 owners watching their mirrors. Since going from a 1.8-liter four-cylinder to the Evora-derived 3.5-liter supercharged V6, the Exige has evolved into a proper hot-rod, some way removed from its dainty roots and punching harder with each iteration. And there have been a few. Currently you can buy a Sport 350 or Cup 430 with the uprated, intercooled Evora engine and 430 horsepower, this new Sport 410 related to the latter and benefiting from many of its upgrades but tuned to be more road compliant. And a little cheaper. Unlike the Cup, you can also have it as a roadster, which, in an extreme example of the famed "add lightness" policy, basically equates to removing the roof panel. It's now arguably too much for the local roads, punching hard in angry bursts of acceleration between corners rather than dancing through them. With no power assistance to the steering and fat, grippy Michelin Pilot Sport Cup 2s, an Exige is a surprisingly physical car to drive, bearing in mind it weighs less than 2,500 pounds. A test track built on runways that once hosted U.S. Air Force B-24 Liberators is a better place to appreciate the Exige's talents.

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 admits its fancy London shop is a waste of money

Piccadilly in London is one of the most expensive shopping streets in the world. And right by where they filmed that awesome scene from American Werewolf in London, Lotus has a showroom. I wandered in last week. Handmade suit, posh watch, smart shoes. But the lack of interest from the sales staff made me think I was wearing a Kimi "Leave me alone I know what I'm doing" T-shirt. To the cognoscenti it's a bit confused. There is no separation between the Lotus F1 team and Lotus cars. Even though a friend at Lotus F1 once told me that the team has a closer relationship with Microsoft than it does with Lotus Cars. What makes this especially strange is that the F1 stuff is front and centre: overpriced caps, T-shirts, and team gear, with the cars playing second fiddle. Yet this is a store paid for by Cars. You have to wonder what the shop is going to sell next year when the Enstone F1 team drops the Lotus name to become Renault. But that is nothing to the wondering you start to do when you speak to the staff. On a previous visit I'd asked about the relationship between Lotus F1 and Lotus Cars, and the sales staff insisted that they were one and the same. A short time after that I spoke to Lotus CEO Jean-Marc Gales at an event where he'd been the guest speaker. He told me that moves were underway to fix the problem and that they would soon have staff in the shop that knew about the cars. So last week's return visit was depressing. In the back there is an Exige and an Elise. I asked the difference and the girl suggested that we look it up on the internet. She took a business card, I made my excuses and left. Daft really I might not have bought a car but I was seriously tempted by the GBP20 carbon fibre pen. My local dealer, Hexagon, called and mailed, but what was really telling, and bloody impressive, was the call from Hethel. I vented my disappointment with the Piccadilly store, and the Lotus man explained. And impressed. Normally you'd get some dreadful company line about how the shop wasn't for people like me, that it was all deliberate to avoid scaring people off and welcome new blood to the brand. But instead he was honest. He told me that the shop was a folly. That it was one of Dany Bahar's many expensive ideas. He signed a ten-year lease on the shop at a million pounds a year and they can't afford to run it. They did train up some good people but, as you can't pay people rural Norfolk salaries and expect them to work in Piccadilly, they left.