Before the U.S. arrival of the all-new VW Arteon, Volkswagen has unveiled a collaboration with award-winning photographer and filmmaker Douglas Sonders at the fabulous Petersen Automotive Museum in Los Angeles. Sonders captures the style and grace of this new flagship in a modern setting.
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.
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. Arteon.
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