1980 Lotus Esprit S2 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.

Lotus says it's hiring 200 new engineers in effort to expand

Lotus is making moves to rise back up in the automotive world. A report from The Telegraph says the British company will hire 200 new engineers. This batch of hiring comes from the pockets of new Chinese owner Geely. The plans also include the opening of a new engineering center in the U.K. away from its longtime home in Norfolk. Lotus CEO, Phip Popham said this about the new moves. "Lotus has been in survival mode for many years. We're taking on people here and also in the Midlands. We need to tap into the industrial resource outside Norfolk to help our growth," Popham said. These new hires are all part of a multi-billion dollar investment into Lotus from Geely to try and turn the company around. Ultimately, Lotus wants to triple its current production all the way up to 5,000 cars per year. One of the initiatives from this investment is an all-electric hypercar we saw teased not too long ago. Popham also spoke of making cars with a slightly different focus than the Lotus we know of today. "A car not just for the weekend, but one you can live with," Popham says. Ideas of a Lotus SUV or grand tourer have bounced around in the recent past, and those still appear to be in the company's plans. The British brand plans on tapping Geely for many items it doesn't already have, according to the report. These include modern items like digital display screens and parts required for electrification of its vehicles. A new platform meant to house these "livable" Lotus cars is said to be in the works.

Lotus to produce new crossover in China

Lotus and its parent company recently signed a joint-venture agreement with Chinese automaker Goldstar to build vehicles in China for local consumption, and according to the latest report from Autocar, it'll all come down to a new sport-ute. That's because the market for C-segment compact crossovers in China is huge. So big that it's impossible for Lotus to ignore. Porsche is reportedly selling 30,000 Macans in China alone each year, and is expected to reach 50,000 per annum there in the near future. "Six million SUVs will be sold in China this year, and more than half of those are C-segment models," Lotus chief Jean-Marc Gales told Autocar. "That figure is forecast to rise to eight million in four years. C-segment SUV sales alone will be bigger than the entire German market." Little wonder, then, that Lotus and Proton are keen to dive in. Technical details for the new Lotus crossover are still being worked out, but we'll likely be looking at a steel monocoque chassis clad in composite and aluminum body panels, riding lower than a Macan and weighing a good 400-500 pounds less. Power will likely come (at least initially) from the same 1.8-liter four and 3.5-liter V6 that power Lotus' sports cars, but driving all four wheels. A hybrid system could follow, and the finished product is likely to adopt a nameplate starting with the letter E – in the grand tradition of the Elise, Exige, Evora, Esprit, Europa, Elan, et al. According to Gales, "Our car will drive beautifully. It will be supple and comfortable but the emphasis will be on handling. It will be the lightest and fastest of its class on the track." This would be the first crossover Lotus would design, engineer and actually bring to market, but not, strictly speaking, the first time it has toyed with the idea. There was the APX concept (pictured here) it showcased in 2006 and the T5 that Proton essentially licensed Chinese automaker Youngman to build with Lotus' name on it. But the former was never put into production and the latter wasn't a proper Lotus. The design is currently being worked out before a prototype can be put together so that the joint venture can get the manufacturing license it needs from the Chinese government. So we're likely looking at another year or two before we see something solid. "Let's get the design right, then make a prototype," said Gales. "Let's make it beautiful and very light.