Volkswagen is launching its new Arteon sedan in style. With the help of award-winning photographer and filmmaker Douglas Sonders, the German automaker has released new images of the Arteon that blend fashion, style, and digital elements – and they look stunning.
The photoshoot took place at the Petersen Museum in Los Angeles; it's the first time Sonders' work has been displayed in a museum gallery format. The grid ceiling of LED-lit panels made the perfect backdrop for Sonders' '80s synth wave music theme. "I loved this space, and thought the symmetry and drama of the ceiling with the dark background worked well with the lines of the Arteon," he said.
"It’s important to capture a car’s essence," says Sonders. "I develop an emotional attachment to my cars, and they each have a personality in their designs. The Volkswagen Arteon has a beautiful modern edge, from the shoulder lines to the grille, and I wanted to do it justice."
The new VW Arteon will hit U.S. dealerships in just a few months. Powered by a 2.0-liter turbocharged engine, the sports sedan produces 268 horsepower (199 kilowatts) and 258 pound-feet (349 Newton-meters) of torque, and comes with optional 4Motion all-wheel drive on each trim level. Other optional features will include massaging driver’s seat, Nappa leather, heated rear seats, a panoramic sunroof, a kick-to-open trunk, adaptive cruise control, lane-keep assist, a 360-degree camera, and self-parking.
VW hasn’t said how much the Arteon will cost when it goes on sale in the U.S.; in the U.K it starts at £34,305. The Arteon will be available in three different trims: SE, SEL, and SEL Premium.
Gallery: Volkswagen Arteon Petersen Photoshoot
Ahead of the U.S. arrival of the all-new Arteon, Volkswagen has unveiled a collaboration with award-winning photographer and filmmaker Douglas Sonders that captures the style and grace of the flagship in a modern setting.
Unveiled tonight at the Petersen Automotive Museum in Los Angeles, the photo shoot can be found here. Sonders, an early adopter of all-digital photography, worked with models Shelby Bay and Krislian Rodriguez, along with a Phase One XF IQ3 100 megapixel medium format camera to craft a dramatic set of images with the Arteon as a key ingredient.
Sonders has been shooting fashion, celebrity and automotive scenes for editorial and advertising clients for nearly two decades, and his work has been showcased on dozens of magazine covers and numerous video campaigns. His production company also specializes in augmented and virtual reality applications—using his expertise at how to construct images to blend the real world with the digital one. The Arteon project is the first time his work has been displayed in a museum gallery format.
“It’s important to capture a car’s essence,” says Sonders. “I develop an emotional attachment to my cars, and they each have a personality in their designs. The Volkswagen Arteon has a beautiful modern edge, from the shoulder lines to the grille, and I wanted to do it justice.”
The shoot visualizes the Arteon in a techno vibe, with retro influences and touches of classic grace. Sonders says he was inspired by ‘80s synth wave music and the visuals that it spawned, which drew him to the Los Angeles space with the grid ceiling of LED-lit panels.
“I loved this space, and thought the symmetry and drama of the ceiling with the dark background worked well with the lines of the Arteon,” he remarked.
The new Arteon will be powered by Volkswagen’s 2.0-liter turbocharged and direct-injection TSI® engine, making 268 horsepower and 258 pound-feet of torque. The power is taken to the front wheels via a standard eight-speed automatic transmission; 4Motion® all-wheel drive is available on every trim level. Arteon features a standard DCC® adaptive damping system, which manages the suspension’s rebound and compression rates individually, helping to improve vehicle dynamics, and a standard Start-Stop system designed to help improve fuel efficiency.
Every Arteon model will come with the People First Warranty, America’s Best Bumper-to-Bumper New Vehicle Limited Warranty. The warranty provides coverage for six-years or 72,000-miles (whichever occurs first), and the warranty can be transferred to subsequent owners throughout the remainder of its duration.
The 2019 Volkswagen Arteon will be available in SE, SEL, and SEL Premium trim levels and is expected to arrive at U.S. Volkswagen dealers late this year.