Old Segment, New Face: At Last, The Atlas Arrives

VW's seeks to now capitalize in a segment that it initially seems to have forgotten about with their new Atlas crossover. Its basic platform will help serve as the platform for future products as well.

Do you want a large crossover SUV that seats six or seven people, but at the same time have no desire for a Chevrolet, GMC, Dodge, Honda, Toyota, Ford, Mazda, Nissan or any other veteran player in the segment? Well, Volkswagen may just have some good news for you. In an earlier post on Adam’s Autos, I discussed how VW is hard at work trying to revise their product lineup and that a new (previously unnamed) 7-passenger crossover was among the planned upcoming models. Now, we can officially put a name with this new face. Recently, the automaker unveiled their upcoming 2018 Atlas crossover, and as the saying goes: Better late than never.

While not everyone’s heart will be set ablaze by the arrival of the Atlas, it’s hard to deny that the absence of a true “family hauler” in VW’s lineup was quite noticeable. Especially given how competitive the large crossover SUV segment is now and the sheer number of entries in the segment too. Originally previewed back in 2013 (under the guise as the CrossBlue concept car), the new Atlas will now put to rest claims the Volkswagen was totally ignoring this segment and will serve as the brand’s largest model sold in the United States. Additionally, the Atlas will have a U.S.-exclusive name and be built right here in the U.S. at VW’s Chattanooga, Tennessee plant.

Tailor Made

Being a model that is specifically tailored for American families and roadways, you can expect that features and powertrains will also follow suit and appeal to American buyers. A 2.0-liter turbocharged 4-cylinder making 238 horsepower will be standard on entry-level Atlas models. I imagine that while this sounds like that will be enough power on paper, the optional 3.6-liter VR6 engine that produces 280 horsepower will likely prove in testing to be the superior choice for a vehicle of this size. Both engines will be paired to an 8-speed dual-clutch transmission. VW’s 4Motion all-wheel-drive system will be optional on 6-cylinder models, but 4-cylinder models will be front-wheel-drive only. All the latest technological and safety features, such as Android Auto and Apple CarPlay, Fender premium audio, VW’s Digital Cockpit, automatic emergency braking (includes pre- AND post-collision braking), active lane-keep assist, forward collision warning, and more will all either be standard or available as options on certain trim levels. Among the unknown details are fuel economy specifications and pricing. However, Volkswagen claims that since the Atlas will be produced in the United States, it will be able to be priced competitively within the crossover SUV segment. If this truly does give VW a competitive advantage in the showroom department, then it’s imperative that the Atlas drives and is put together well so it will win in the appeal department too.  VW also claims that the Atlas will indeed drive better and have superior fit and finish when compared to its competition. However, doesn’t everyone say this initially? I say time will tell, especially once actual production models come off the assembly line.

So now, what are your first impressions of the new Volkswagen Atlas? Do you think it will be successful in the already crowded crossover SUV segment? Personally, while I think VW was long overdue for an entry into this segment, I’m not entirely sure we needed another family-oriented crossover option this late in the game. Especially since there are already so many successful entrants, such as GM’s trio of crossovers, Ford’s Explorer, and Honda’s Pilot to just name a few. To say the Atlas has steep competition would be an understatement. And it’s somewhat (in my eyes) bland styling doesn’t help its case. Although available LED running lights, LED headlights, and available LED taillights will all certainly add to the crossover’s upscale ambiance. The side profile of the Atlas also appears to be more “rugged looking” than some competitors, and thus may attract some people who are, again, looking for something a little less “conventional” than say, a Chevy Traverse. Despite the company’s timing, the Atlas is a solid first attempt an American-tailored, family-oriented crossover with plenty of features and technology to go around. Look for it to arrive at VW dealers in the spring of 2017.

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