The paper proposes to integrate performance analysis in the early phases of the model-driven development process for Software Product Lines (SPL). We start by adding generic performance annotations to the UML model representing the set of core reusable SPL assets. The annotations are generic and use the MARTE Profile recently adopted by OMG. A first model transformation realized in the Atlas Transformation Language (ATL), which is the focus of this paper, derives the UML model of a specific product with concrete MARTE performance annotations from the SPL model. A second transformation generates a Layered Queueing Network performance model for the given product by applying an existing transformation approach named PUMA, developed in previous work. The proposed technique is illustrated with an e-commerce case study that models the commonality and variability in both structural and behavioural SPL views. A product is derived and the performance of two design alternatives is compared.