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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 won't launch a 3-Eleven successor until it overhauls its range

Lotus has received an enthusiastic response to limited-edition models like the 3-Eleven. It's open to the idea of making similar cars, but Autoblog learned fans shouldn't expect to see one until it has overhauled its range. "There is room for it, but we have so many things to do that we're already committed to. Getting a new product range out there is the priority," Matt Windle, the firm's engineering boss, told us during an interview. The decision to wait is a wise one, because Lotus has a lot on its plate for a small company. It's putting the final touches on the electric, 2,000-horsepower Evija, it's allegedly working on a new Esprit with hybrid power, and unverified rumors sketch the outline of an SUV pegged in the same segment as the Porsche Macan. On the other hand, the global market's appetite for few-off models is healthy. Bentley had no trouble selling 12 examples of the Bacalar, for example, and even Aston Martin wants a piece of the pie. This trend isn't lost on Lotus; it knows it's in a unique position to capitalize on it. It competes at a lower price point than most other companies making limited-edition cars, and its "light is right" motto is still revered in enthusiast circles. While its car-building division is busier than ever, its engineering arm has the bandwidth to work on special projects. "Lotus Engineering, the consultancy side of the business, is going strong as well. We've been talking about bespoke programs with other companies. That's one way we could deal with that, and it would take it away from the main product development teams. Nothing is confirmed yet, but there are a lot of discussions going on," Windle revealed without giving too much away. Lotus has been there before. It notably helped John Z. DeLorean bring the DMC-12 to the market, and it transformed the Opel Omega into the fastest sedan in the world. Some of our geekier readers will remember the "handling by Lotus" emblems on the Isuzu Impulse. It has worked on several General Motors engines, too, including the EcoTec unit that once powered several Saab, Saturn, Chevrolet, and Pontiac models. The next limited-edition Lotus will have big shoes to fill whenever it arrives. The aforementioned 3-Eleven stood proud as the fastest street-legal Lotus when it made its debut in 2015, and the 430 variant (pictured) launched in 2018 put an even greater focus on performance.

Renault formalizes return to F1 with Lotus acquisition

No longer satisfied with simply providing engines, Renault confirmed that it will return to running its own Formula One team next season. Though the terms of the deal are still being worked out, the French automaker will re-acquire the team currently known as Lotus. Renault previously owned and operated this same operation for nearly 10 years. Renault first entered the series in 1977. The company shut down the original Equipe Renault Elf in 1985, but continued powering Lotus, Ligier, and Tyrrell for another season. After a three-year break, it returned as an engine supplier with Williams in 1989, winning championship titles with the likes of Nigel Mansell, Alain Prost, Ayrton Senna, and Damon Hill behind the wheel. The 1995 season saw the start of the partnership with the team now in question when Benetton switched over from Ford power. After several years of success and more titles, Renault bought out the team and ran it as its own from 2002 through 2011 – winning two more titles with Fernando Alonso – before selling the operation to Genii Capital, which has run it since under the Lotus name. Even after Lotus switched to Mercedes power, Renault continued supplying other teams with engines, most notably winning back-to-back world titles with Red Bull before the new turbo hybrid engines arrived and Renault's performance dropped off. Now, in another case of history repeating, Renault is gearing up to bring the team based in Enstone back in-house. The move will likely see the Lotus name disappear again, after it was hotly contested with the Caterham team that ultimately disappeared as well. With it, Renault will return as a full-on works effort with its own engines, just like rivals Ferrari and Mercedes. Renault Announces Return to Formula 1 in 2016 - Carlos Ghosn announces his decision that Renault will return to Formula 1 with its own team for 2016 season. - Renault, 12-time Constructors' Champion with nearly 40 years in the sport, is an iconic brand in Formula 1 and intends to play an active role in the sport's development. - F1 is a technology showcase and accelerates development of Renault's innovation and range of sports cars. Following the September announcement of the signing of a Letter of Intent with Lotus F1 Team, teams at Renault continued to evaluate the possibility of a return to Formula 1. Particular attention was paid to competing successfully with its own team in a financially sound way starting in 2016.