VW Atlas Cross Sport R-Line Will Debut This Friday With New ‘R’ Logo

Volkswagen has confirmed the reveal date of the Atlas Cross Sport R-Line, which has been set for October 11, at 4:00 p.m. CEST (10 a.m. EST).

Inspired by the concept that bears the same name, the Atlas Cross Sport is a posher version of the regular Atlas. ‘The people’s BMW X6’, as it’s been referred to, will debut the new Volkswagen R logo that symbolizes a new start for the performance sub-brand.

“Volkswagen R is all about excitement and thrill, and in the future, we will continue to focus our efforts on integrating these emotions into the Volkswagen brand”, said VW R’s managing director, Jost Capito. “We are taking a strategic and operative approach to working on great products and creating a unique customer experience.”

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Developed by a team led by Klaus Bischoff at the Volkswagen Design Center, with help from the Technical Development department and the Volkswagen R Marketing team, the new ‘R’ logo boasts a more modern approach, with a sleeker styling. The design has been “reduced to its essential components”, VW noted, and “it can be used for various purposes, remaining particularly suitable for digital media”.

“The R marks the athletic apex of our model program and the R logo serves as an expression of both aesthetics and sportsmanship”, said the chief of VW Design, Klaus Bischoff. “At the same time, it is gaining in terms of both clarity and charisma, as is the new Volkswagen brand logo.”

Aside from the Atlas Cross Sport, the new R logo will also be used by other performance-oriented models within the brand, including the next Golf R and the rumored ID.3 R electric hot hatch that’s expected to be introduced in the next 5 years. A Touareg R is also being planned, featuring a plug-in hybrid powertrain.