Volkswagen‘s current line-up has a chunky, machined elegance that stands out for its sophistication, functionality and general lack of showiness. In the motor industry, the bigger the car, the bigger the profit. VW might have made its name with city cars for mass consumption, but unless it can upscale the costs and the quality, the margins will always be slim.
The Arteon is a move back into premium territory. Based on the big VW Passat – the kind of car that sells well in China but in Europe has been all but buried by its German rivals in recent decades – the Arteon emphasises design, elegance and, to a lesser extent, performance. Creased and crisp, the big five-door hatch straddles the psychological grey area between premium and luxury, the territory that Audi has occupied for decades. It’s not a true luxury car, nor is it a sports car. But it is handsome, as well as being an ergonomic tour-de-force. Not a button is out of place on the Bauhaus-simple dashboard. You come away thanking the company’s single-minded approach to simplicity and general absence of unwanted curves and bling.
On the road, the Arteon is a more than decent performer, mustering quiet confidence without descending into a screaming, always-on sports machine. The latter isn’t a VW quality and probably never will be but then again, neither is full-on luxury. Instead, the Arteon is a mature piece of automotive design, the no-brand alternative to badge snobbery or top trump performance comparisons. If you’re happy to be anonymously stylish, only compromising the cachet of a brand, then the Arteon does its job just fine.
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