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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.

Xcar tosses the Lotus Evora 400 around in the rain

Lotus appears to be blooming again after a rocky period, and the company is launching the Evora 400 here in December for $89,900. Xcar just got a hold of one of these updated coupes on a rainy day to find out if it can be a Porsche competitor. With 400 horsepower, the aptly named Evora 400 tops the Porsche Cayman GT4 by 15 ponies, and with a purported sprint to 60 miles per hour in 4.1 seconds, the Lotus also nudges out the Porsche by a tenth of a second. So on paper, the two coupes are quite comparable. Of course, Xcar also digs deep into more subjective factors, like how it actually feels behind the wheel. If you think you prefer a little more wind in your hair, the company is developing an Evora 400 roadster, too. Rather than an actual droptop, the roof will reportedly consist of two, removable carbon-fiber panels. It'll arrive on these shores in the coming years as part of Lotus' re-emergence.

Lotus bids farewell to the Elise and the Exige with Final Edition models

Lotus will put the Elise, the Exige, and the Evora out to pasture later in 2021 to make room for a new model that internally is being called Type 131. Before it embarks on this major lineup overhaul, the firm will send off the Elise and the Exige — two of its best-known and longest-running models — with a limited Final Edition. Fittingly, the Final Edition models represent the ultimate evolution of the Elise and the Exige, nameplates released 25 and 21 years ago, respectively. Lotus added power and, somewhat surprisingly, equipment without straying from the famous "light is right" philosophy that shaped both cars. Collectors have two variants of the Elise (Sport 240 and Cup 250) and three of the Exige (Sport 390, Sport 420, and Cup 430) to choose from. Stepping inside either Final Edition version of the Elise reveals a thin-film transistor (TFT) instrument cluster that can be configured with regular gauges or a racecar-like display, depending on whether motorists plan to hit the road or the track. Lotus also redesigned the steering wheel to give taller drivers more space. New upholstery and stitching patterns round out the major updates, and every Final Edition wears a specific metal plaque. Outside, the changes include new additions to the palette, including Azure Blue, which was one of the launch colors when the Elise was presented to the press in 1996. Racing Green, the hue worn by the model when it made its global debut at the 1995 edition of the Frankfurt auto show, makes a comeback as well. If 2,032 pounds is too heavy, Lotus offers optional parts (like carbon fiber panels) that shed 53 pounds. Power for the Elise still comes from a supercharged, 1.8-liter four-cylinder engine mounted directly behind the passenger compartment. It delivers 240 horsepower (23 more than stock) and 180 pound-feet of torque, figures that give the roadster a 4.1-second zero-to-60-mph time. Selecting the Cup model brings a full body kit that generates 145 pounds of downforce at 100 mph and 341 pounds at the Elise's 154-mph top speed. Like the Elise, the Exige range receives Final Edition-specific paint colors, decals, and other exterior accents. Inside, it's a similar story: Lotus added a TFT screen and a new steering wheel, among other updated parts. Instead of a four-cylinder, the Exige packs a meaner punch thanks to a supercharged, 3.5-liter V6 tuned to put 397 horsepower (a 47-horse increase) and 310 pound-feet of torque under the driver's right foot.