VW Thinks Golf R Magic Can be Recreated in Different Segments

When he took the helm of Volkswagen’s North American division, Scott Keogh promised that he would take care of enthusiasts. The latest development in that story is Keogh’s confidence that the R brand should be expanded in North America.

Although already seen on the likes of the T-Roc in Europe, the only true R in North America is the Golf. Asked if he thought there was space for more R cars at the launch of Atlas Cross Sport earlier this month, Keogh said yes.

“We do. Yeah,” said Keogh, speaking to media in Chattanooga. “We’re definitely looking at different opportunities and there is a chance to expand.”

Keogh went on to say that VW is an enthusiast brand that “should be making more enthusiast vehicles.” When the question of what exactly could be given the R badge (not the R-Line badge), Keogh was tight-lipped.

There’s “nothing to announce, but we think there’s opportunities,” he said. Although he refused to go into specifics a look at Europe and around the automotive world would suggest that the marketplace would welcome an R-branded crossover.

With the T-Roc R recently launched, Volkswagen has already proven that it’s willing to extend the brand to SUVs. And with BMW emming pretty much every SUV in its lineup, Audi adding the RS Q3, and just about every other brand trying to put more sport in their utility vehicles, it seems it’s only a matter of time before a Tiguan R or similar crossover hits our shores.

While he wouldn’t commit, Keogh intimated that hatchbacks and small cars weren’t the only cars that could wear the R badge.

“The Golf R is a beloved car,” he said. “We think we can create that same magic in some other segments. Let’s put it that way.”