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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 teases its sleek Type 130 electric hypercar

Lotus has shown a teaser image of a new concept, which will usher in the automaker's electric era. The Type 130 hypercar concept will be shown later this year in London, but this aerodynamic teaser is the first glimpse at its shapely flanks. The Type 130 is said to be in "advanced stages of development." According to Lotus, the Type 130 will spawn a production version, which will be the brand's first all-new vehicle in 11 years. It will be partially bankrolled by Lotus' parent company, the Chinese carmaker Geely, which also owns Volvo. Despite that, the hypercar will not be built in China, but in England. An earlier Autocar article estimated the eventual price at around $2.6 million. Last month, news broke that Lotus is also bringing another new car to market, but that one is likely to retain internal combustion technology along with engineering ties to older Lotus architecture, as it forms a sort of "bridge" between current Lotus products and its future cars. Hence, it can't be called "all-new" in the same sense as a fully electric halo model can. Lotus also noted some of its "firsts" when informing the media of the upcoming concept, which it calls "the world's first full-electric British hypercar." The 1995 Elise was the world's first aluminum and bonded extrusion construction production car, while the 1957 Elite was a production first in the sense that it first brought the composite monocoque within the reach of customers. Between those, there was a lot of groundbreaking F1 knowhow: ground effects for the '77 Type 78 F1 car, carbon fiber for the '81 Type 88, and active suspension in 1983.

Lotus Emira First Edition starts at $85,900

Last October, Lotus priced the Emira V6 First Edition at $93,900 before destination and taxes. That coupe comes with a Toyota-sourced 3.5-liter supercharged six-cylinder making 400 horsepower and 310 pound-feet of torque when fitted with a six-speed manual gearbox, or 317 lb-ft when fitted with a six-speed automatic. Now, the automaker's finally put numbers to the Emira First Edition with the AMG-sourced four-cylinder; it makes 360 hp and 310 lb-ft and costs $85,900 before incidentals. The MSRP is $8,000 less than the forerunner, but $3,000 more than the standard series Emira V6. Copying the template of the Emira V6 First Edition, the four-pot throws in a bunch of extra gear at no cost. The Lower Black Pack, Drivers Pack, Design Pack, and Convenience Pack are included. Twenty-inch diamond-cut two-tone wheels are standard, but silver or gloss black finishes are no-cost options, as are brake calipers in either black, red, silver, or yellow. All the mod-cons in the Emira V6 are here in the Emira, from the 12.3-inch digital gauge cluster and 10.25-inch infotainment screen to the climate control, navigation, and 340-watt KEF audio. Six exterior colors include Dark Verdant, Hethel Yellow, Magma Red, Nimbus Grey, Seneca Blue, and Shadow Grey. The interior offers seven hues, four in various leather shades and three in Alcantara with contrasting stitching. The meat of the matter is that inline-four bought from Germany. Lotus said the AMG M139 motor's been tuned at Hethel for the Emira, its hardware and software tweaked for placement in the middle of the vehicle and to provide a proper Lotus experience. The exhaust is also a Lotus design. It's mated to an eight-speed dual-clutch transmission that's also seen English revision for work in a rear-wheel-drive sports car.  The only way to tell the Emira apart from the Emira V6 would be to get close enough examine the engine cover or read the badge on the C-Pillar. Perhaps handling or exhaust tuning will put them farther apart, but the initial performance specs don't. The Emira is 0.1 second slower to 60 miles per hour than the Emira V6, and maxes out 4 mph short of the Emira V6's 180-mph top speed. That's not a lot of daylight for an $8,000 price difference. The configurator is up now, so shoppers can make up their own minds.