New VW R logo signals brand 'realignment'
Restyled badge will appear on US-bound Atlas Cross Sport R-Line before an all-new Golf R lands
Volkswagen R boss Joss Capito says that the brand’s newly designed R logo signals the start of a “realignment”, which will commence this month when the Atlas T-Cross Sport R-Line is launched in the US. While Capito refrained from revealing exactly what the change to direction will be, the new badge’s simpler, less racey look - not to mention the fact that it’ll debut on a trim variant rather than actual performance model - suggests it might have something to do with an additional broadening of its current use.
That’s of little surprise. We’re already long past the point where you’re more likely to see an R-Line badge than R on the road, and Volkswagen’s rivals are already making wider use of their equivalent performance brands. The next full-blown R model will be a range-topping T-Roc, due on the roads later this year - although that model continues the mechanical template established by the outgoing Golf R so does precious little to establish a fresh direction.
We should get a better idea of how this ‘realignment’ affects proper R cars when the next Golf R arrives, probably next year after the upcoming launch of the all-new Mk8 Golf (pictured below). That car is due with a top variant offering a substantial boost in performance compared with the outgoing four-pot. Something close to 400hp has been mooted, meaning the Golf R should be well placed to rival the AMG A45 for the first time. If a few more trim-only R-Lines are needed to justify that sort of offering, so be it.
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I can see people prising them off and wearing them on chains, a la the good old days of the Beastie Boys. Allows the catalytic converter stealers an opportunity to branch out and diversify also to combat a no deal Brexit.
What's not to like? (as the PH journo cliche of 2011-2016 would state)
These cars represent huge volume sales and as such tend to stay away from styling that can divide opinion (I'm looking at you, Honda Civic) so they can appeal to as many people as possible - including those who want to blend in.
In short - they are (in your opinion) "dull" on purpose.
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