DRIVEN + VIDEO: Is The Volkswagen Atlas The SUV That Will Bring VW Back To Americans' Hearts?

We all know about dieselgate at this point. I am not going to waste any more time covering that.

So, now what?

Well, Volkswagen is going to try to win its way back into the American consumer's heart by producing an all-new, much-needed, seven-seat sport-utility vehicle. Can you say "Late to the game?"

Regardless, we've been provided with the all-new VW Atlas. Finally, a strong name from this manufacturer! Nameplate aside, is it the real deal or is it simply underwhelming? One thing is for sure, it won't be sold based on its styling, which is the definition of Plain Jane.

See what our friends at AutoGuide have to say about it after a brief test.

And, let us know what you think: Does the Atlas have a shot at restoring VW's credibility in the U.S. market?

Despite opening up its wallets to customers, offering buybacks and profusely apologizing to the public, Volkswagen still has a lot of work to do in earning trust from consumers.

How can they succeed when everyone is looking at them with a critical eye, when everyone is skeptical of any claim about their vehicles? Well it seems like they’re dealing with this situation by making some of the best new cars we’ve seen in a long time.

With the VW Golf Alltrack making our own shortlist for Car of the Year, and even won the Automobile Journalists Association of Canada’s Car of the Year. That’s clearly not enough and the automaker is finally addressing a weakness in its lineup with a new three-row crossover called the Atlas.

To call the Atlas an important vehicle to Volkswagen is an understatement. Not only do they have to prove to buyers that they’re a competent automaker making vehicles without bending the rules, but they also have to deliver in a segment that’s extremely important to Americans.

MDarringer - 3/11/2017 10:03:22 AM

0 Boost

The Atlas will be an also-ran like the Passat.

The Atlas theoretically is in the hunt like the Passat is theoretically in the hunt, but in practice, the Highlander and Explorer will kill it.

VW also does not understand marketing.

Getting a good selection out to dealers that are equipped and priced to the penny like the competition, throwing in a 10 year / 100K mile powertrain warranty (because VWs need that level of protection), a $1K incentive for conquest sales, and sweetheart leases could prime the pump.

VW typically sends new cars out at a trickle so when prospective customers come in they cannot see the vehicle causing them to lose interest and buy elsewhere.

That was precisely the early weeks of the American Passat launch.

TheSteve - 3/11/2017 11:17:54 AM

+5 Boost

VW has a long history of not having a warm spot in Americans' hearts. A big part of that is the arrogance and callous disregard shown in the way they treat their American customers.

It's going to take more than a flashy new SUV to turn that around, especially in light of the ongoing (still not resolved) Dieselgate scandal that erupted in 2015.

atc98092 - 3/11/2017 3:34:32 PM

+2 Boost

I will absolutely be looking at the Atlas as soon as it hits the dealerships. However, I have a feeling it's going to be too large for me. For my daughter and her family though, it might make a great replacement for their Routan.

TomM - 3/11/2017 3:42:25 PM

+5 Boost

The mistake VW makes in its marketing is that it constantly tries to more upmarket in its pricing to something other than the entry level mass market cars that American thinks of it. It competes with Chevy, Ford - and Toyota -Hyundai, Nissan, Honda and Subaru.

Add to it - VW has never owned up to its reliability problems and high cost of repairs. (Which are more Audi like than entry level). When the Beetle was king - it was so because it was CHEAP to repair - and had little that could go wrong with it. Remember - people who are buying entry level - are NOT 3 year and out leases - these people cannot afford that depreciation loss - so these people MUST keep their cars longer - and this is when the problems with the German cars start to happen - and just keep getting more and more expensive.

Lantz - 3/13/2017 8:46:25 PM

+2 Boost

It's a shame that it already looks 10 years old.