About a month ago at the Frankfurt motor show, German automaker- Volkswagen introduced a slightly revised corporate logo, and down the line, some of the company’s other badges are getting a facelift. In the company’s strive for a new fresh start, the performance brand- R is getting a nip and tuck.
The newly introduced R logo for its performance arm is expected to appear on all of the sub-brands models. The new R logo which will make its first appearance on the Volkswagen Atlas Cross Sport R-Line, and will soon be revealed for the North American auto market. According to the German automaker, the revised avatar is designed to be “more modern, distinct, and sleek” than the logo you’re probably more accustomed to on a Golf R or other older performance models such as the Passat R36 and the Touareg R50.
The Volkswagen View On The New “R” Logo
In its continuous strides to rebrand, most aspects of the company, the German firm, unveiled a new version of its VW roundel. The company has claimed that the revamped logo is all about a “fresh start” for the performance sub-brand, with a more “modern, distinct and sleek” design and layout that is particularly suitable for the ever-changing tech innovations.
The head of the division, Jost Capito, opined that the new R line is “all about excitement and thrill” and that the company is taking a strategic and operative approach to working on great products and creating a more personalized customer experience.
According to the company, the new logo is characterized by the pristine line width and a clear horizontal arrangement featuring dynamic curves. The conspicuous diagonal line serves as a stark contrast, thus underscoring the brand’s overall progressiveness. The stretched out- R showcases a broader, more powerful impression and defines Volkswagen’s commitment to performance and exclusivity.
The new R catalog is expected to expand beyond the Atlas and down to the Tiguan, Arteon, Jetta, and even Touareg. This new logo is to be used on VW models in two different forms; the R-Line trim will get a two-shade as the logo, while the full R models come with a full silver version. The ‘R-Line’ spelled out in full on the badge will be stripped off in these models.
The new R-Line is a trademark of a sporty and stylish exterior with extended features (like the R-Line badging), unique front and rear bumpers. Also, the new R-line offers R-Line steering wheel badge, R-Line-specific infotainment start screen, and door sills complete with the R-Line logo.
Aside from the sporty appearance package with additional equipment in the new VW R-Line, there’s close to zero modifications on the performance of these cars. The new Atlas Cross Sport R-Line is expected to debut in the United States this October.