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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 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

Lotus Emeya electric sedan revealed like a sleeker Eletre

The number of four-door models in the Lotus line has doubled with the reveal of the Emeya electric sedan. Not surprisingly, it looks very much like the Eletre SUV, just lower and sleeker. The yellow and black debut color just emphasizes that fact, too. What is a bit surprising is the surprising lack of concrete details on the car. We really do mean it when we say this looks like the Eletre. The Emeya utilizes almost the same lines at every point, from the pointy, angry nose to the curvy flanks. But on the whole, the lower height and less overall visual mass makes it a much more successful design. It also adopts the active grille shutters, diffuser and rear spoiler like the Eletre. One thing that does differentiate the exterior of the Emeya is the use of dual running lights on each end of the front fascia. The Emeya's interior again is a near carbon copy of the Eletre's. A single screen is the focal point with an angular dual-cowl dash board surrounding it. A small screen is nestled in the dash behind the steering wheel to provide basic driving information. Extensive use of leather and faux suede is featured throughout. Specifications on the Emeya are lacking detail. It will be available in a dual-motor all-wheel-drive configuration that can reach speeds topping 155 mph. The motors will also get it to 62 mph in a claimed 2.8 seconds. It can take advantage of 350-kW-capable fast chargers, as well. The whole car also rides on an adaptive air suspension. But actual horsepower, torque, battery capacity and much more haven't been given.  The Emeya will go into production sometime next year. Naturally, pricing hasn't been announced, either. Being smaller than the Eletre, it may end up being a bit less costly. Stay tuned for more of that information closer to production. Related video: