Vehicle types and platforms really define an automaker’s brand image. The original Land Rover Defender is a clear example regarding the SUV type/platform. This works well if these vehicles sell well and the automakers derive a good profit from them, but what happens when the brand image doesn’t match the platform? Let’s look at a case wherein the maker tasked their design teams to clearly apply their unique brand identity to a 7-seater SUV ‘family truckster’.
Although of high build quality and engineered very well by sharing the platform with the Porsche Cayenne, VW’s Touareg was not a success. In Europe, VW vehicles are known for quality build and materials, positioning them as the highest priced vehicles in each market segment where they compete. The Touareg was introduced globally as a 5 seat near-luxury SUV, and missed the market expectations. Its replacement for 2018, the 7-seater Atlas, is a North American-market-only vehicle and reflects the ‘high value’ positioning of VW America
7-seater Atlas with VW’s visual brand identity
The 7-seater format with good luggage capacity starkly contrasts the outgoing Touareg 5-seater.
Build quality with technology integration can be seen with the instrument panel’s long horizontal shape and soft-touch materials for the upper surfaces. This creates a straightforward, Teutonic interior design theme.
VW group’s latest display technology is integrated for the driver while keeping VW’s standard switching and stalk arrangements.
The center display is quite small by 2021 standards, but includes all of the expected functional features.
Notice how the HVAC controls and shift lever are all previous-generation technologies to keep the overall interior costs low. The allows the Atlas to integrate the high-cost display into the cluster.
The front door panels integrate high quality wood inlays and door panel contrast stitching…
…while the rear doors have no inlays or stitching incorporated into their designs. As you can see, the large glass panorama roof was the priority.
Finally, the fold-flat utility of both the second- and third-row seating and the largest storage volume was prioritized over full power operation.
Volkswagen has made the Atlas one of the highest-value offerings in the 7-seat SUV market segment, making it their best-selling NA market vehicle. Quite a contrast from their now EU-focused Touareg!
