Unveiled in March, the 2027 Volkswagen Atlas ushers in the second generation of the brand's largest three-row crossover. It features a more emotive design, upgraded materials, and a more powerful turbocharged engine. VW initially said the new Atlas would start arriving this fall, without a specific date having been mentioned. But we now know that the fresh SUV is just days away, as production has begun at the automaker's Chattanooga plant in Tennessee. With that exciting bit of news comes the possibility that the new Atlas may not be as profitable as the old one, which isn't good news for a company that is already facing sluggish global sales.2027 VW Atlas Nears Showrooms2027 VW AtlasVolkswagenDeliveries of the new VW Atlas will start in the U.S. this October. Customers interested in the sportier Cross Sport will have to wait until the first quarter of 2027 for that model to launch. A successful launch for the new Atlas is crucial for the automaker, as only the Tiguan outsold the Atlas in the U.S. in 2025. Together with the Atlas Cross Sport, the midsize crossover made up approximately 30% of the brand's U.S. sales last year."Starting assembly of the all-new 2027 Atlas is an exciting milestone for our Chattanooga team," Henning Habicht, head of Volkswagen Chattanooga Operations, said in a statement.VW first began production of the Atlas in December 2016, around five years after the plant opened. The first Cross Sport went into production there in 2019.For the new model year, the Atlas will start at $41,610, whereas the 2026 version began at below $40,000. The cheapest model with all-wheel drive is over $4,000 pricier, a significant price bump.New Atlas May Not Be As Profitable As Before2027 VW AtlasVWSlumping profits for VW and the VW Group as a whole have cast a shadow over the automaker over the last year or so. Earlier this year, the VW Group announced a dramatic restructure that could see up to half its lineup cut by 2030. For this reason, every new product launch becomes even more significant, but the new Atlas may not achieve the profits of its predecessor.According to Automotive News, company insiders have said that the previous-generation earned VW around $10,000 per vehicle, but that could drop to just $5,000 per vehicle for the updated Atlas. That's partly to do with the redesigned model's use of pricier, higher-grade components. This could threaten already strained profit margins for the automaker.Days ago, the VW Group lowered its profit outlook to no more than 1% (down from between 4% and 5.5% previously), due in part to intense competition in China and struggles at Porsche.Related: Volkswagen Faces $11.5 Billion in Charges as Profit Outlook Falls to 1%What It Means2027 VW AtlasVolkswagenCustomers in the U.S. can look forward to a much-improved Atlas as it starts arriving in showrooms days from now. From its powertrain to its design and enhanced interior, it will undoubtedly improve upon the old one, but it all comes at a higher price. Anyone interested in an efficient hybrid will have to wait much longer, as the Atlas Hybrid is only scheduled to arrive when the SUV receives its mid-cycle refresh.Whether the new Atlas can significantly turn around VW's fortunes in the U.S. remains to be seen, but indications that it will be less profitable are worrying. Customers may end up with a better vehicle, but the automaker's financial health is just as important.Related: Volkswagen's Own Labor Chief Says Its Profit Targets Are Pure Fantasy