Despite being fresh off the historic Diesel emissions scandal which forced the company to buy back cars, VW appears poised for a massive comeback. They have increased sales month over month even when the auto industry is facing decreasing sales numbers. With their newest designs being the Tiguan and Atlas, which are in two of the most popular segments, it’s no surprise. Naturally, VW discussed their plan to capitalize on this success by expanding the Atlas line.
The first model revealed was the Atlas Cross, their first midsize 5-passenger SUV since the discontinuation of the Touareg. It is 7.5 inches shorter than the current 7-passenger model. With a beautiful coupe-like silhouette, it manages to feature both aggressive and sporty exterior styling without making the interior feel like a cave. Similar to the Atlas and other VW models, the Cross will also be built on the MQB platform.
While the Atlas Cross is eye catching and probably will be able to steal some sales away from luxury crossovers like the BMW X3 and Mercedes GLC, the main focus was on the World Premiere of “taking the MQB platform to the extreme” with the new Atlas Tanoak. This new pickup is the pinnacle of VW’s commitment to producing American-centric cars to expand their sales here. VW asserted that this is more of a lifestyle pickup with a bed large enough for ATVs and dirt bikes. Once the car was brought out, people dressed as hikers exited the vehicle to stress VW’s intent to appeal to the “young, fun, active crowd”.
Klaus Bischoff, head of VW Design, presented the Tanoak highlighting the unique taillights that wrap around the back of the truck. It can be challenging to establish a design language with trucks and VW was able to make a difference where it counts without sacrificing the overall fluidity of the design. Inside, the lighting theme continues with a narrow horizontal light that wraps from the dashboard to the door panels. It’s a cool effect and photos simply do not do it justice. Both the Cross and the Tanoak interiors feature VW’s large lauded infotainment screens with impressive graphics. Overall packaging is excellent with a solid feel and upscale trim work.
The Tanoak features a Dual cab and unibody construction. With a length of 214 inches, the Tanoak is sized directly between the competition with the Honda Ridgeline at 210 inches and the Colorado and Tacoma ranging from 212 to 225 inches depending on version. Additional competitors include the upcoming Ford Ranger. There’s also seating for 5 occupants.
Bischoff described the Tanoak as VW's "Most American design ever" and emphasized the truck’s ability to go anywhere and do anything. He cited the Tanoak as VW’s tribute to the American icon that is the pickup truck. However, Bischoff was quick to note that it is an American truck with German precision marrying heavy duty capabilities with the design details of a European sedan. He asked the crowd: “What could be more American than a pickup truck?” Bischoff drove home VW’s commitment to the US and its economy by stating that the expanded Atlas line will be built in America for Americans. All Atlas variants will be produced at Volkswagen’s Tennessee plant. Despite the American theme, Bischoff said that the models will still have VW DNA.
In comparing my time with VW at the Frankfurt Motor Show to the New York Auto Show, it feels like 2 completely different brands. Historically, VW produced “World Cars” which may have differed in naming and packaging but were essentially the same model offered in the US and European markets. With the implementation of the MQB platform allowing VW to more easily produce multiple models, they’ve embraced adapting to their specific market, i.e. adding large SUV and pickup options in the US. At the end of the day, the goal is sales. However, VW has transformed to a completely different company in only a decade. The previous Jetta and Passat models were redesigned in 2005 and 2006 moved the brand upscale towards near luxury territory where they would be cross-shopped with entry luxury options. However, their replacements were increased in size but downscaled in packaging to compete better with mainstream American makes like Ford and GM.
I can’t help but be jealous of the fantastic options the European market has from VW. From the Euro vans to the wagons to the many other Golf variations that don’t make it across the Atlantic, there’s a lot of forbidden fruit. The model I most wish we had is the Passat. The current American Passat is a fine car, but the European version is far superior in quality, styling, and I’m sure handling as well. It’s the natural successor to the Passats we originally had in the states.
I understand that these Eurocentric models will not command the same profit margins in the US that they do abroad as they are not designed specifically for this market. However, there are a lot of long term risks to VW dumbing down it’s models for the American market. In trying to make cars that are as American as apple pie, has VW lost its brand identity? During the GM ignition scandal, CEO Mary Barra kept referencing “Old GM” versus “New GM” during a testimony on Capitol Hill. Perhaps, it’s time that some of us accept that this is the “New VW”.
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