VW finally sets design loose as upcoming crossovers need to mesmerize US market image

Volkswagen, the German brand known for sturdiness and reliability and in recent years also for uninspiring evolutionary designs will crank up the design pipe for its upcoming crossovers heading towards the US market.

The more aggressive and dynamic stance seen in recent prototypes and studies will translate to the mass-produced versions catering for the tastes of American consumers – the midsize and small crossovers coming over the next two years to the US are yet to be seen, but their design cues can already be seen in the Cross Coupe GTE and T-Roc pair of concepts. The brand has had numerous problems lately in the US, where VW has been present for more than 65 years – the utterly conservative styling, which has attracted consumers in Europe and China – has failed to inspire brand loyalty in America. Now, the company needs to venture beyond and bring a market-tailored design strategy.

According to Klaus Bischoff, chief designer for the VW brand, the new midsize SUV the brand will produce at its Chattanooga plant is their largest, being similar to the new Audi Q7. The unnamed model will be inspired by the Cross Coupe GTE concept shown back in January at NAIAS “This has to be bold. It has to be a statement,” commented Bischoff on the sidelines of a tour of “Valhalla” – the design studio’s nickname. The brand is also preparing another two crossovers for the US market in the near future, including a long-wheelbase variant of the recently restyled Tiguan compact set for 2017. The other will be a completely new small crossover to sit below in the subcompact segment.

Via Automotive News Europe