Revenue Drops, VW Atlas, Audi Q9 Double Down On American Families

Volkswagen is preparing the second generation VW Atlas as it tries to replicate the playbook that made the SUV a key support for its U.S. operations after the 2015 Dieselgate crisis. That scandal triggered about $25 billion in fines and buybacks, while sharply damaging trust and sales. Two years later, VW launched the full-size, three-row Atlas aimed squarely at the family car market, a segment known for high margins that boomed after the pandemic. VW tailored the Atlas to U.S. family needs and benchmarked rivals such as the Ford Explorer and Honda Pilot. The Atlas also seeded VW’s broader U.S. SUV lineup, including the two-row Atlas Cross Sport, Tiguan and Taos, which make up 78% of VW’s U.S. sales. The question now is whether the Atlas can repeat its success alongside the first Audi Q9.