Sporting division gets revamp as part of company-wide rebranding effort
James Attwood, digital editor
7 October 2019

Volkswagen has continued its rebranding efforts with a revised logo for its high-performance R sub-division. 

The German firm unveiled a new version of its VW roundel at the Frankfurt motor show as part of a company-wide rebranding effort. The new look is currently being rolled out across the UK.

It has now introduced a new version of the R logo for its performance arm, which will appear on all of the sub-brand’s models. It will first be seen on the Atlas Cross Sport R-Line, which will be revealed shortly for the North American market.

Volkswagen claims the new logo symbolises a fresh start for the R brand. Jost Capito, who heads up the division, said that R is “all about excitement and thrill” and that the firm is taking a “strategic and operative approach to working on great products and creating a unique customer experience.”

The new logo was developed by Volkswagen’s in-house design team, with a focus on ensuring it would work in digital formats. It was designed to be “modern, distinct and sleek” and to show a “broader, more powerful impression” that “defined Volkswagen’s commitment to performance and exclusivity.”

The new logo will be used on models in two different forms. Full R models will use a full silver version of the logo, while cars in R-Line trim will get a two-shade variant of the letter. Those models will no longer have 'R-Line' spelt out in full on their badge.

The Atlas Cross Sport will be revealed next week, following the concept version revealed at last year's New York motor show.

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Volkswagen introduces new logo as part of company-wide rebranding

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Comments
13

7 October 2019

WOW this is really  the biggest  news from V W this year I will have to lie down

7 October 2019

With all this re-branding we'll soon all completely forget what the 'old' Volkswagen was like.

7 October 2019

The R should be red, in my opinion to make it stand out more.

7 October 2019

It looks like the path of cars with one cutting up the other that has just gone round a hairpin.

7 October 2019

These R-Line, M-Sport and AMG-Line variants, being nothing more than trim levels,  do rather undermine the kudos of the "proper" high-performance versions.

7 October 2019
Daniel Joseph wrote:

These R-Line, M-Sport and AMG-Line variants, being nothing more than trim levels,  do rather undermine the kudos of the "proper" high-performance versions.

 

With such heightened powers of perception, that you quickly realised and then shared with us, the fact that  these are "nothing more than trim levels", we can only thank you for assisting us to understand the deep levels of disingenuousness that pervade the halls of aforementioned OEM's.

 

That you simply do not recognise that these trim levels are there to tell those buyers who at least are awake during the buying process, that these models are NOT the high performance versions that they aspire to but cannot afford.

 

What other pearls of wisdom will you next share with us, oh enlightened one?.

7 October 2019
Takeitslowly wrote:

With such heightened powers of perception, that you quickly realised and then shared with us, the fact that  these are "nothing more than trim levels", we can only thank you for assisting us to understand the deep levels of disingenuousness that pervade the halls of aforementioned OEM's.

That you simply do not recognise that these trim levels are there to tell those buyers who at least are awake during the buying process, that these models are NOT the high performance versions that they aspire to but cannot afford.

What other pearls of wisdom will you next share with us, oh enlightened one?.

I would rather read a whole thread of comments encouraging me to work from home with Google than vitreolic personal attacks like yours, Takeitslowly. This website should be inhabited by friendly car enthusiasts wanting to share their views in a safe environment. It reflects very badly on Autocar, I think, that they do not enforce some rules of common decency here.

8 October 2019
Takeitslowly wrote:

Daniel Joseph wrote:

These R-Line, M-Sport and AMG-Line variants, being nothing more than trim levels,  do rather undermine the kudos of the "proper" high-performance versions.

 

With such heightened powers of perception, that you quickly realised and then shared with us, the fact that  these are "nothing more than trim levels", we can only thank you for assisting us to understand the deep levels of disingenuousness that pervade the halls of aforementioned OEM's.

 

That you simply do not recognise that these trim levels are there to tell those buyers who at least are awake during the buying process, that these models are NOT the high performance versions that they aspire to but cannot afford.

 

What other pearls of wisdom will you next share with us, oh enlightened one?.

If you disagree with someone's comments, all you have to do is to provide counter arguments. Instead you choose to make ad hominem attacks. This happens again and again in your posts, as other posters may have realised, a one-dimensional strategy that adds nothing to the discussion.

7 October 2019
Daniel Joseph wrote:

These R-Line, M-Sport and AMG-Line variants, being nothing more than trim levels,  do rather undermine the kudos of the "proper" high-performance versions.

I would like to give BMW some credit for that, when it started cashing in on the Cooper name, and made it no more than a trim level of a slightly warm, bloated hatchback

8 October 2019

This is eye of RA in VW interpretation. Carry sun worship mark on your car. Branded clothes, branded cars, branded people coming soon too...

 

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