There’s no doubt Volkswagen needs its new midsize Atlas to be a home run (or, at least, a ground rule double) to keep its American dealers appeased following the now-year-long diesel emissions scandal. Even before the scandal, Volkswagen USA could neither create a product mix befitting American sensibilities nor price its ill-marketed product at price points palatable to the American public.
Yet, Atlas — Volkswagen’s crossover slotting between the compact Tiguan and upmarket Touareg — wears sheetmetal penned by Ativan-popping designers, and one of Volkswagen’s design employees agrees.
At the Los Angeles Auto Show, I had a chance encounter with an employee of Volkswagen responsible for part of the company’s design process. As we sat together, I queried him on the Atlas’ design from a designer’s perspective.
The answers were equal parts shocking and expected.
When asked about how much the Atlas excites him from a visual standpoint, the employee stated, “It’s boring. Of course it’s boring.”
Prodded further, the person stated, “That vehicle is four years old. And by that, I mean it looks four years old.”
However, the comparison with another make drove the point home.
“It looks like a 2012 Ford whatever. It could be anything.”
The Atlas, in addition to the Golf Alltrack, is part of Volkswagen’s plan to rebrand the automaker from a purveyor of efficient diesels to an expert in all-wheel-drive capability and its associated Subaru-esque lifestyle.
In the future, Atlas derivatives could have additional wheelbase lengths and sport seating for five instead of the current seven. A partially electrified model is also in the cards.
Two engines will power the Atlas at launch: a 2.0-liter turbocharged four-cylinder producing 238 horsepower, and the company’s VR6 3.6-liter V6 engine with 280 hp. Both will be mated to an eight-speed automatic sending power to just front or all four wheels via Volkswagen’s 4Motion all wheel drive system.
The design, unfortunately, is standard equipment.
[Image: Volkswagen of America]
Looks boring. Sounds underpowered even with the V6. Volkswagen reputation. No Sale.
Volkswagens. Audis without either the prestige or reliability.
And what makes you think Audis are reliable?
Research and statistics. And guess what? Audio isn’t the only reliable German brand. Porsche does very well too.
I hear Video is a pretty reliable German brand too.
I’m really surprised by the low numbers squeezed out of the VR6. On one hand some customers may prefer NA (I believe) engine. On the other hand VW has 3.0t than would really make that thing move on purpose.
All SUV are meant for boring stuff, looks follow purpose.
Considering how long it took VW to come out with it, the design probably is 4 years old.
“It’s boring. Of course it’s boring.”
I disagree on the “domestic” part. I still swear its a carbon copy of the 2nd Generation Highlander, at least the 2009 to 2010 model before they refreshed it and adopted squinty headlights.
Although there is a little Explorer and a little GMC Acadia thrown in there for good measure.
It looks like something the Koreans or Chinese would sell.
“It looks like something the Koreans or Chinese would sell.”
It looks like a Chinese Jeep Grand Cherokee from the rear.
I like my SUV to be boxy, am okay with it. Looks that is, wouldn’t buy it.
2/10. Doesn’t look like a cyborg demon squid tortured by Pinhead.
So you’re saying Atlas will never be mistaken for a Nissan Juke.
I saw the new Alltrack the other day and thought it looked quite handsome despite the cliche cladding. I don’t see why they couldn’t simply scale it up a bit and raise the ride height further. It would be a hell of a lot better looking than this deadly Atlas creation.
To be completely fair, the design is 7 years old and it was done by the Japanese.
http://www.bodeansauto.com/wp-content/uploads/2014/07/2015-mitsubishi-endeavor-2.jpg
Yes! The Mitsubishi was the first SUV I thought of – a discount brand, and an old version thereof to boot.
I do like the Atlas interior though, and hope VW doesn’t cheap out by limiting the use of soft-touch materials.
Very dated looking and boring. Reminds me of a Kia Borrego. Why would anyone buy this when the Mazda CX-9 exists?
It does look like the Borrego. Which already looked dated when it came out. Oh well.
I just can’t decide what shade of gray I should order on my new Atlas!
Said no one ever.
Prediction: There will be at least 5 different variations of silver/grey/black for the new Atlas.
And 95%+ of them will have black interiors.
mist, smoke, ash, gunmetal, & charcoal
=/
What is with the Tennessee plate installed on the front of the car? Tennessee only issues one plate for the rear!
(Cue voice-over, Sam Elliott in his best cowboy philosopher drawl.)
That’s to remind everyone that this VeeDub is made in Tennessee, like Jack Daniels Whiskey, and Country Music.
I think it looks *nice*.
Too many cars are far too overstyled; one of VW’s virtues is clean lines.
This.
VW only really got their lines back two model generations ago, after keeping their 90’s styled blobs far longer than anyone else did. I do admire some german brands for maing cars that looks ‘just right’ without having any sorts of actual design features, but I can never buy a car that can get lost in a parking space even when there are no other cars around.
I agree! Like a Japanese car from the nineties: non-offensive, conservatively styled with clean lines. I’ll take that over the abominations they’re designing today any day of the week. First gen Rav4 vs. current model is a perfect example.
+1
I also agree. I like it for its understated nature both inside and out. The same reason I bought my gti. I prefer the look of the Europe new Tiguan over the atlas though. Plus MBQ platform love.
The Atlas rides on MQB too.
Same here. I think it looks like it should look. I like plain and unadorned with good proportions. Take a current Lexus RX and make the polar opposite and that is what I prefer.
Haaaaa yes. Yes, sir. +10
This is a problem with ALL German cars, not just Volkswagen. They’re all on the conservative side stylistically.
This one is pretty bad though – checking all the boxes for Lame, Dull and Prosaic as if it were James Taylor’s “You’ve Got A Friend” reincarnated as an SUV.
Some of us don’t feel the need for a car that screams “Let me entertain you!” every time we look at it.
I’d say that VW offers the most conservative looks (in EU they at least offer more colors). Designs offered by other German brands (including VW owned Audi and Porsche) can actually get “exciting” (while still classy). At the same time VW packs the most utility into their boring vehicles (with beetle the only exception). I’m no SUV fan but when shopping for new vehicle I’ve ended with Golf/ GTI not solely because of exciting design. Hopefully looks will be biggest shortcomings.
Go tell that to a GT4.
Well, I guess someone at VW really likes the 1999 Gran Cherokee, but at least they added the ‘wild’ rear side windows form that some Nissans and Land Cruisers have to make it look a bit ‘hip’ and ‘groovy’.
Americans have boring tastes, so it’s a good fit.
Looks good to me, and a helluva lot better than the front end of any Lexus or Toyota.
Amen on the Toyota/Lexus front end hatred.
Let’s not leave out the Toyota/Lexus rear end, one by one being redesigned to look like the new Prius batwings.
I hate Toyota/Lexus styling. Especially Lexus, since I am a potential customer. Why would a company that makes its reputation on conservative values like reliability and resale think cartoonish (anime?) styling was a good idea? I think their customers buy despite the styling, not because of it. I think conservative styling is appropriate in some market segments, and most of the Euro luxury brands seem to agree. I don’t know that this VW qualifies as luxury, but I still don’t think the potential buyers are looking for out-there styling. Not much fun for the stylist, but you have to think about what the customers want.
“Why would a company that makes its reputation on conservative values like reliability and resale think cartoonish (anime?) styling was a good idea?”
Dumb kid took over the business. Akio thinks younger buyers are where it’s at.
Worse, he thinks he knows what they want.
KRAP!!!
I like it. What I dont like are the current designs from all the the Asian companies that are wildly overstyled and look like something from a Japanese monster movie.
That’s a great description of Lexus models :=)
It looks like a truck…… Pretty sure that was the idea….
Then again, I still think the 1998 Volvo S70 and V70 represent the pinnacle in aero vs. packaging optimization, and would by new ones tomorrow…
Is anyone surprised that Volkswagen didn’t take any risks with this thing? I can think of exactly three times Volkswagen took a risk in its history:
– Selling savings stamps for your own KdF Wagen.
– Stating ridiculous sales goals in 2011.
– Offering Clean Diesels for sale.
None of those exactly worked out for Volkswagen Auto Group…
You left out the Phaeton W12
It looks like a facelifted Dacia Duster. Perhaps Volkswagen should slap a Skoda emblem on it?
JK.
Gillette calls copyright infringement. Normally I like how Dubs look, but this looks sharp as in slice your finger off.