Women May Hold The Key To Success For VW Atlas Pickup

The VW Atlas Tanoak pickup remains a concept but according to some analysts, it could prove a production success if the German brand taps into the huge market of female pickup buyers.

Autonews reports that in 2017, 18 per cent of all pickup purchases in the United States were made by women, including 21 per cent of midsize pickups. Additionally, women weigh heavily into the final purchasing decisions of such vehicles.

Despite this, very few automakers have looked at tapping into this market. According to KBB analyst Rebecca Lindland, this is something Volkswagen could look into.

“No one is doing that right now. If you look at what Ford is doing with its messaging aimed at women with the Escape, a campaign like that could work for Volkswagen.”

According to Volkswagen of America chief executive Hinrich Woebcken, looking closer into this idea could be a good idea.

Atlas underpinnings could be a recipe for success

Volkswagen believes that the Atlas Tanoak pickup could be the best option for the automaker to venture into this segment in the United States.

“If you look at this big, very patriotic segment in America, this [large pickup] segment, that is something very difficult if you tried to jump into that business model. We would never be able to get the business economics together, at least with the volume expectations that we have in mind,” Woebcken said.

As its name applies, the Tanoak concept shares components with the Atlas SUV, namely its 3.6-liter V8 engine and eight-speed transmission. With a unibody construction and Atlas-based suspension, the Tanoak pickup could offer a smoother ride than its competitors while also offering an advanced 4Motion all-wheel drive system.

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  • Belthronding

    I do not think that people are buying American pick ups because they are only patriotic.
    but it is because American brands are the bestest and having not really heavy challange in this segment.( japan brands are all americanized,so)
    I am not really vw guy ,but some european touch seems real deal.

    • no25

      reading this comment gave me the biggest headache lmao

      • Belthronding

        reading your comment gave me a heartbrake:(

      • Moveon Libtards

        Facts bother you? Go look for your safe space now…

  • MarkoS

    The Key VW is bringing it to the USA as close to the concept as possible. Women and Men will like it. Please do not water it down to a Mini-van with a open bed.

    • pxsupply

      I agree, and if they do a lot of “unlikely” buyers would purchase them.

    • Moveon Libtards

      And the Big American manufacturers will still sell millions more trucks and commanc the market like they have for decades. The Euros and writers on this site will keep making excuses for their Euro and Asian truck failures.

    • Jim Ragland

      Like someone else did with their truck redesign making it completely soft and inoffensive if you know what I mean.

  • BGM

    *…huge market of female pickup buyers* makes as much senses as *huge market of make purse buyers*. Sure, some do, but purse makers cater to men buying their product in no way at all. Feminize pick up truck, go ahead…

  • Autoexperte

    in Germany cars like this called “Hausfrauenpanzer” (houswife´s tank)


    • Moveon Libtards

      They are sexist against men.

      And GM and RAM trucks ride very smooth. Much better than Toyotas.

    • Rocket

      Apparently not. US Midsize pickup sales, March 2018:

      Tacoma 20,250
      Colorado 12,798
      Frontier 8,932
      Canyon 2,723
      Ridgeline 2,690

      The Ridgeline, easily the most comfortable and most refined, managed just 5.7% of the market. When it comes to pickups, I guess image matters.

  • Moveon Libtards

    They said that about the Honda Ridgeline…They also said the Honda would rein supreme over the Big Three trucks. How did that turn out for them?

    Sounds like ppl getting desperate at VW (and on this site) even before the CONCEPT moves to production model, if it does.

  • Rocket

    Honda isn’t exactly tearing it up with the unibody Ridgeline. I do see a surprising number of women driving them, but men seem to be steering clear. If Honda continues to struggle with a product that is routinely praised, VW will need to put together one amazing package. The concept’s good looks would be a start. That 3.0L TDI could have been a game-changer. Too bad.

  • Galaxium

    It would be cool if car companies implemented the wrap-around taillight style. Also like the one of the X-Class concept.

  • Cobrajet

    Because no man will want to buy a fake pickup, like the Honda Ridgeline. It will only be another “lifestyle” car.

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