Starting with the new Atlas Cross Sport R-Line that will debut later this week.
Just last month, Volkswagen presented its new simplified company logo, signifying a new electric era for the brand in the wake of the infamous Dieselgate emissions scandal. The first model to don Volkswagen's new friendlier face was the ID.3 electric hatchback unveiled at the 2019 Frankfurt Auto Show last month.
This isn't the only VW badge that's getting a new look. Volkswagen has just unveiled a new logo for its high-performance R brand, which was first introduced back in 2002. Models such as the Golf R, Passat R36, Touareg R50, and Scirocco R will be represented with the new logo to mark a new era of the performance 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 Jost Capito, Managing Director of Volkswagen R. "We are taking a strategic and operative approach to working on great products and creating a unique customer experience."
Compared to the old logo, VW describes the new R logo as "more modern, distinct and sleek" and is designed to be "particularly suitable for digital media." Characterizing the new logo is "pristine line width" and a "clearly horizontal arrangement featuring dynamic curves". According to Volkswagen, the prominent diagonal line represents "the brand's overall progressiveness."
"The R marks the athletic apex of our model program and the R logo serves as an expression of both aesthetics and sportsmanship. At the same time, it is gaining in terms of both clarity and charisma, as is the new Volkswagen brand logo," Klaus Bischoff, Head of Volkswagen Design, explained. Jost Capito added: "The new logo for the R models and the R-Lines also goes hand in hand with the realignment of the Volkswagen R brand. Our entire team is intensely working on the brand and product image and we are looking forward to continuing to roll these out in the coming months."
The first model that will be branded with Volkswagen's new R logo will be the North American Atlas Cross Sport R-Line, which will debut on October 11 following the concept version that was revealed at last year's New York Auto Show. We'll also see it stamped on the next-generation Golf R, which should debut next year after the regular eigth-generation Golf.