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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.

Detroit Electric is actually active in Detroit

Here's some news that will make the urban scavengers sifting through the ruins of the Motor City a little disappointed. Detroit Electric, the slow-moving electric-vehicle maker basing their wares off of a couple of Lotus models is employing people in Detroit. And some local vehicle production may follow. The company is working out of Detroit's Fisher Building, which had been empty last year, and says it plans to boost its employee count from eight to about 20 by the end of the year, The Truth About Cars reports. Detroit Electric changed its production plans for the Lotus Elise-based SP:01 last year, moving the manufacturing base of that model to the Netherlands from a production facility in Plymouth, MI, about 30 miles west of Detroit. Right now, the SP:01 is being worked on in Europe, Malaysia's Paultan.org says. That 201-horsepower model can go from 0-62 miles per hour in 3.7 seconds and has a single-charge range of about 190 miles. That model is expected to be priced at about $135,000. Detroit Electric is also working on a 2+2 EV based on the Lotus Evora, and, while government approvals await, the four-seater may be available for sale as soon as early 2016.

Lotus Evora GT410 Sport exhaust is the best new holiday song

No matter what holidays people are celebrating, there's one winter celebration car enthusiasts can come together for: Driftmas. A Lotus Evora GT410 Sport was recently possessed by the ghost of Driftmas present Ken Block and decided to get sideways all over the Lotus campus in Hethel, Norfolk, England. The result is a beautiful winter symphony. The video is done in a slightly cheeky manner, as the yellow Evora shows up to work with a fully geared-up driver in the front seat, and a full Christmas tree stick to the rear engine cover. After blowing past a pristine Espirit S1 in a "slow" zone, the Evora slowly creeps through one of the garages, where a beautiful black and gold Type 72 race car sits quiet as a mouse. It then makes its way through a testing area and to a parking lot, where it rings a few bells around three specialty Lotus models, including what appear to be Exige Cup cars. It finishes the ride in front of the main office, where Lotus has another Christmas tree filled with little toy cars as ornaments. Before the Grinches start complaining about how it's not Gymkhana, that's correct. It's not. But we'd never turn our noses at a video with a soundtrack a sweet as this. Merry Driftmas to all. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Related Video: