Volkswagen engineers claim the new VW Atlas “boldest ever.”
After more than four years of design and refinement, Volkswagen recently debuted the all-new Volkswagen Atlas, an SUV designed for America and the American family from it’s inception. Volkswagen recently posted an interview with some of the VW Atlas designers to see what exactly went into each step of the process that brought this model to life.
“We had several goals with this car,” said Elmar Licharz, responsible manager for the Mid- and Fullsize Product Line at Volkswagen passenger cars. “We wanted to combine Volkswagen’s specific strengths with the American market needs, and build a vehicle for an active family that needs space, with seven seats. It’s built in the U.S., for the U.S., and it’s specifically tailored for this market.”
While Volkswagen is definitely going through a bit of a change as of late, these designers were asked what sets the new VW Atlas apart from other SUVs that make up a saturated faction of the automotive industry.
“Inside the car, the seven-seat midsize SUV provides roominess which is among the best in class,” Licharz went on to say. “We have a full-fledged group of available driver assistance features. People who drive Volkswagen vehicles really want a car that’s fun to drive, from the feedback you get from the road to the sounds the doors make when you close them. The Atlas feels like a premium car, but at a price not seen in this segment from premium players. You get a very good deal, and we will be able to win a lot of customers from the competition, because we can deliver the same musts, like speed and horsepower, which we can combine with specific strengths at Volkswagen.”
The main aspect of the new VW Atlas that is standing out actually comes from a branding standpoint, as Volkswagen designed the new Atlas with the American market in mind. This market is a place where VW has had success, but has faltered lately with recent scandals.
“We want to create a sustainable design that stands the test of time,” said Klaus Bischoff, Head of Volkswagen Design. “We want to be very precise, very logical and holistic. We want to create an outstanding character that’s bold in the market, so you immediately recognize that’s a new midsize SUV from Volkswagen. The SUV, it’s a hallmark of freedom in a certain way. You can go almost anywhere, you can just get your family and your belongings and go. It’s a machine that delivers freedom.”
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Larry H Miller Volkswagen Tucson 