The Name Game: Volkswagen's Manly Crossover Hero is Called 'Atlas'

A figure of Greek mythology with very strong back muscles will find his name plastered on Volkswagen’s upcoming three-row crossover.

According to Automobilwoche, German affiliate of Automotive News, Volkswagen has decided to name their high-hopes, Chattanooga-built model the Atlas.

The name conjures up many things, and many manly things — ideal for a broad-shouldered, seven-passenger crossover. Over the years, the Atlas name has seen plenty of use, from the muscle-bound man of mythology, to a giant rocket, to a Ford concept truck. It does, however, have an unsettling world domination ring to it.

Alas, the crossover’s name is not the Teramont, which Volkswagen trademarked in the U.S. last December. That prediction didn’t pan out, though the name remains in the VW stable — perhaps bound for another vehicle, or simply collecting dust as a runner-up. “Atlas” was trademarked in April.

Earlier this year, CEO of Volkswagen North American Region CEO Hinrich Woebcken claimed the new model would bear a “bullish, much easier to pronounce, American-style name.” Adding more vowels to “Touareg” was out of the question.

There’s a lot riding on the Atlas. The model leads the charge in Volkswagen’s SUV and crossover-heavy push to regain U.S. sales and market share lost in the wake of the diesel emissions scandal. U.S. sales are down 12 percent so far this year after last fall’s steep slide.

Built on Volkswagen’s modular MQB platform, the Atlas starts production late this year. A 2.0-liter TSI four-cylinder making 238 horsepower serves as the base engine, while the company’s venerable 280 hp 3.6-liter V6 provides extra power in uplevel trims. Sales begin in the spring.

[Image capture: YouTube]