VW's Atacama is Rockin'
By Stuart Schwartzapfel
Have you ever looked twice at the electric company van or the one from the local hardware store? Probably not. These utilitarian commercial vehicles seldom garner the kind of attention that a new Ferrari might. Volkswagen's commercial van division aims to rectify this injustice with its AWD Atacama Concept, which is being shown at the Frankfurt Truck Show this week.
Developed at the Wolfsburg Design facility, the truck is named for a desert in Chile (VW often names cars after obscure geographic locations). Based on the recently refreshed Crafter commercial van, the Atacama looks tough as nails.
The Crafter—previously known as the LT—is a large panel van that VW has sold in one form or another since 1975. Currently available across Europe, South Africa, Australia, and New Zealand, the van is available in several interior layouts and wheelbase lengths, depending on professional needs and intended vehicle usage.
In statements, VW has alluded to an expanded Crafter model range, and the Atacama suggests an off-road possibility. "The Atacama concept is a fresh and modern interpretation of a four-wheel drive Crafter. It combines function and individuality", says the team head and exterior designer Ralf Dekena.
If TV's A-Team had a comeback, the Atacama would certainly replace the crew's black GMC van. The concept's imposing stance is achieved through its extreme proportions. The generous use of aluminum components on parts such as the radiator grille, roof paneling, front/rear scuff plates, and reverse hood scoops provides refinement and machismo to an otherwise vanilla delivery van. Viewed from the front, the sharply squared-off angles, uber fender flares, far-reaching sideview mirrors, and massive grille all contribute to a menacing look that you cannot simply turn away from.
The window design shows the integration of exterior and interior by both relaxing and extending the lines on the side of the Atacama, which makes a variety of configurations for the interior possible. The wedge in the panes can be used as an assembly and securing point for stowage, or as securing points for an upper sleeping level. "The design study shows further potential for the Crafter in the leisure and fun segment," says designer Romain Chareyre.
Whether the Atacama goes into production depends on customer reaction to the concept. "If it is positive, we will build a series of up to 100 vehicles," says VW's Harald Schomburg, in an unusually honest statement.
The Verdict: Whether or not VW builds this supervan, its design should serve as yet another example of an "appliance" gone cool (see previous Ducato Truckster Concept of the Week). Despite their humble guise as "work vehicles," these concepts still express their manufacturer's design language as well as anything else in the lineup.
Schwartzapfel, a certified car freak, writes BusinessWeek.com's Concept of the Week column. He has studied the automotive marketplace and worked as an advertising/marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.
