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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 working on a more spacious daily driver with a kinder price

Lotus has another sports car in the works, with a reveal planned for later this year or early next. It could be the second piece of the puzzle former Lotus CEO Jean-Marc Gales spoke of to Automotive News in 2018, saying parent company Geely "has approved three new models: Two sports cars and the third an SUV." The last new serial production car the English carmaker introduced was the Evora in 2009, the penultimate model in a four-car lineup in the UK that includes the Exige and Elise below, the Evija battery-electric hypercar above. Automotive News Europe writes that the coming sports car will be an "entry-level model" and "provide enough interior space for everyday use," based on an interview with new automaker CEO Phil Popham. Entry-level doesn't mean least expensive, though, rather a price range from GBP55,000 to GBP100,000, which is $68,000 to $123,670 in our money. Those figures would be entry-level here in the U.S., where the sole Lotus is the Evora GT and costs $96,950 before destination. In the UK, the Elise Sport 220 is priced at GBP41,655, the Elise Cup 250 at GBP49,555. For reference, a Porsche 718 Cayman begins at GBP44,790 over there, a Jaguar F-Type at GBP54,510.  The second sports car referenced a couple years ago isn't the Evija, if we can believe last month's report from Autocar. The magazine wrote there's a mid-engined hybrid coupe supposedly evoking the Esprit on the way, scheduled for debut the first half of next year. It will slot in above the Evora, which starts at GBP85,900 in GT410 Sport guise in the UK, and produce more than 500 horsepower with help from a mid-mounted Toyota-sourced V6.  Back to that entry-level car, the most surprising news is when AN writes it is "destined to be the company's last combustion-engine model." That begs the question, what happened to the SUV? Patent images of a Lotus people-hauler leaked in 2017, in 2018 the carmaker said the SUV would hit the market by 2022, and in the middle of last year spy shooters caught what we thought to be a Lotus SUV mule hidden under bodywork of Geely's Lync & Co 01. The AN piece mentioned that "Future options could also include SUV or sporting sedan, according to Popham." But if AN has it right about internal combustion engines, the SUV will be a surprise showing before the entry-level sports car, or will be electric.  And what would the end of ICE-powered models do to the chances of the lightweight revival models Lotus fans want?

Lotus reveals Exige 360 Cup, limited to 50 cars

After over a decade on the market, Lotus keeps finding ways to sharpen the already razor-like Exige, and for the new 360 Cup the company incorporates even more improvements for the venerable sportscar. Chief among the upgrades is freer flowing induction and an improved exhaust to take the supercharged 3.5-liter V6 to 355 horsepower, a 10-hp improvement over the standard V6 Cup. In a vehicle weighing just 2,491 pounds, that should be plenty, and the Brits promise the engine sounds better too. On the outside, these Exiges, which are limited to 50 copies, wear new lightweight pieces for the front access panel and louvered rear tailgate. The rest of the body uses the V6 Cup's aero package that produces 93 pounds of downforce at 100 miles per hour. Improved brake discs are hidden behind Motorsport Red wheels, and each car comes with a numbered build plate. They're eligible to race in the Lotus Cup series, and for those really wanting to hit the track, the options include adjustable anti-roll bars, Ohlins dampers, a fire extinguisher, electrical cut-off, FIA carbon seats, air conditioning, and a removable steering wheel. Lotus is returning to the US market with the Evora 400 in December and plans to bring back the Elise in 2020. You need to be in Europe to get one of these Exiges, though. Prices in the UK start at 62,995 pounds ($98,558), including a 20 percent tax. THE LOTUS EXIGE 360 CUP 14/08/15 Limited edition - 1 of 50 - Exige V6 Cup Increase in power of 10 PS New lightweight louvered tailgate and front access panel Lotus Motorsport redefines the Exige V6 Cup with the introduction of the Exige 360 Cup. New lightweight panels and an increase in power mean the Lotus Motorsport Cup model continues to provide a benchmark in handling and performance. The Exige 360 Cup bespoke styling signals an evolution in design, with an option of four colours (Metallic White, Metallic Grey, Metallic Black and Metallic Silver) and stealth matt black roof, front access panel and louvered tailgate. This design is a limited edition run of 50 vehicles and each of these special Exige 360 Cup cars will receive a numbered Lotus Motorsport build plate. This new model boasts an increase in power of 10 PS with freer flowing induction and a sports exhaust system, which combined with a low vehicle weight of 1130 kg gives an incredibly pure driving experience on road and track. The powertrain updates also give the Exige 360 Cup a sportier soundtrack to enhance the driving experience.