Speaking today at the Detroit auto show, Volkswagen of America CEO Hinrich Woebcken revealed that the Volkswagen Atlas will start at $30,000 and prices will go up to $48,000.
The Atlas carries the weight of Volkswagen’s American dreams. As the brand’s biggest ever North American vehicle, VW hopes to capture the SUV-hungry market.
With seating for seven, nearly 100 cubic feet of cargo capacity, and the optional V6, VW says that the Atlas was specifically designed for America.
Volkswagen wants the pricing to capture the North American market, too. The brand has historically priced its products high in their segments, arguing that it was offering more quality and content than the competition. Now, though, the brand wants to compete on price.
With SUVs like the Dodge Durango and Honda Pilot both starting at more than $31,000, the new Atlas is priced within the segment, albeit still on the high end of the spectrum.
A version of this story originally appeared on VW Vortex