Photo: Volkswagen
Even though it’s not a proper R like the Golf R, the Atlas Cross Sport R-Line for North America promises to be a sportier crossover than the seven-seat Atlas built in Chattanooga. The Atlas Cross Sport will debut on October 11th with influences from the concept that premiered at the New York International Auto Show last year.
What doesn’t make a lot of sense is Volkswagen’s decision to change the R logo with this particular model, more so if you remember the 2.0-liter turbo engine the Golf R packs under the hood and how capable the all-wheel-drive hot hatchback is at cornering. The Touareg R50, Passat R36, and T-Roc R also come to mind.
“Volkswagen R is all about excitement and thrill, and in the future, we will continue to focus our efforts on integrating these emotions into the brand," declared Jost Capito, managing director of the performance division. “We are taking a strategic and operative approach to working on great products and creating a unique customer experience,” and that sounds like your typical marketing balderdash.
Turning our attention to the more important stuff, the redesigned logo is actually supposed to mark a fresh start for Volkswagen R. By reducing the logo to its essential components, there’s no denying that Volkswagen wanted to align the performance brand's visual identity to the redesigned badge that premiered last month.
It’s also worth highlighting the ID.3 electric hatchback is capable of morphing into a performance model, and ID.3 R wouldn’t sound out of place given the German automaker’s focus on all-electric vehicles. The MEB platform is of utmost importance for Wolfsburg going forward, as well as for the Ford Motor Company and a few other Volkswagen Group brands like Skoda, SEAT, and even Audi.
As for the Atlas Cross Sport, we’re more or less acquainted with the mid-sized crossover since December 2018 thanks to the Chinese carparazzi. 4,905 millimeters long, the five-seater brother of the Atlas shares the 2,980-millimeter wheelbase and MQB platform. In other words, front- and all-wheel drive are on the table.
“Volkswagen R is all about excitement and thrill, and in the future, we will continue to focus our efforts on integrating these emotions into the brand," declared Jost Capito, managing director of the performance division. “We are taking a strategic and operative approach to working on great products and creating a unique customer experience,” and that sounds like your typical marketing balderdash.
Turning our attention to the more important stuff, the redesigned logo is actually supposed to mark a fresh start for Volkswagen R. By reducing the logo to its essential components, there’s no denying that Volkswagen wanted to align the performance brand's visual identity to the redesigned badge that premiered last month.
It’s also worth highlighting the ID.3 electric hatchback is capable of morphing into a performance model, and ID.3 R wouldn’t sound out of place given the German automaker’s focus on all-electric vehicles. The MEB platform is of utmost importance for Wolfsburg going forward, as well as for the Ford Motor Company and a few other Volkswagen Group brands like Skoda, SEAT, and even Audi.
As for the Atlas Cross Sport, we’re more or less acquainted with the mid-sized crossover since December 2018 thanks to the Chinese carparazzi. 4,905 millimeters long, the five-seater brother of the Atlas shares the 2,980-millimeter wheelbase and MQB platform. In other words, front- and all-wheel drive are on the table.
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