New Volkswagen R Emblem

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Volkswagen introduced an extra replace to its branding — the basic VW brand obtained a two-dimensional refresh in September — with a brand new “R” brand for its sportier and sport-inspired fashions. The brand new brand will first seem on the Atlas Cross Sport R-Line SUV, which is able to make its world debut Friday.

Associated: VW Is Getting a Contemporary Face: three Key Takeaways

The remainder of the checklist of Volkswagen R fashions is depressingly brief within the U.S., nonetheless, because the Golf R’s standing is at present in limbo, and every part else — Jetta, Passat, Arteon, Tiguan, Atlas — is an R-Line mannequin, which implies it simply appears to be like sportier. (In the meantime, there’s a Golf R wagon in Europe? There was a Golf R Cabrio!?)

The brand new R brand appears to be like a bit like a rabbit with no ears — or its ears are pinned again — operating ahead. Different retailers have identified that, for those who didn’t realize it was speculated to be an “R,” you may not suppose it was, and I’m inclined to agree.

In Volkswagen’s personal phrases: “The brand new R brand symbolizes the efficiency model’s recent begin. It’s extra fashionable, distinct and glossy. …

“The brand new firm brand is characterised by the pristine line width and a clearly horizontal association that includes dynamic curves. Furthermore, the distinguished diagonal line serves as a stark distinction, thus underscoring the model’s total progressiveness. The elongated R creates a broader, extra highly effective impression and defines Volkswagen’s dedication to efficiency and exclusivity.”

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As soon as the Atlas Cross Sport R-Line debuts, the brand new R brand will then trickle right down to the remainder of Volkswagen’s lineup, although no particular timetable has been given.

New Volkswagen Emblem

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Brian Normile handles the scheduling and logistics for press autos in Chicago and through our multivehicle challenges. He nonetheless drives his first automotive, a 1997 Toyota 4Runner. E mail Brian


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