Filed under: Sedans/Saloons, Marketing/Advertising, Volkswagen
Rabbit Redux - Volkswagen revives '70s badge
No, really. Volkswagen announced Tuesday that the U.S.- and Canadian-market Golf will be renamed the Rabbit. The
bunny's first official debut will be at the New York International Auto Show Wednesday (just in time for Easter!),
although the 2006 Rabbit debuted as the fifth-generation Golf at the Chicago Auto Show earlier this year.Volkswagen's Director of Brand Innovation, Kerri Martin, said, “The reintroduction of the Rabbit represents Volkswagen’s commitment to this market and is a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name.”
Maybe we'll see the Thing return, too.
[Source: Volkswagen] Thanks to Peter and Josh for the tip!
Reader Comments (Page 1 of 4)
Tucker 5:54PM (4/11/2006)
"Director of Brand Innovation"... Now there's a job that shouldn't exist. As this decision demonstrates...
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Steven 5:55PM (4/11/2006)
This is a joke, right?
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Jim 5:58PM (4/11/2006)
This absolutely HAS to be a joke. There is NO WAY they can be serious. "Hey, we can't build a reliable car, so let's put that dorky name back on it". I would love to seriously consider the Passat wagon or Jetta wagon with TDi when I return from 7 years in Europe later this year. But with their records and my brother's experiences with his Jetta, I just can't make myself buy one.
C'mon VW, get a grip!
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Jay 5:59PM (4/11/2006)
For the US and Canada, Rabbit was always a much more appealing name than Golf, IMHO. Come to think of it, most VWs these days have pretty ridiculous names, but Golf in particular always irked me. Just doesn't have the strong connotation here in a mostly-English speaking market than it probably does in Germany.
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Vinny 5:59PM (4/11/2006)
Amen! Bring back the Thing!
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jon from vancouver 6:00PM (4/11/2006)
I agree with #1, this position should not exist. I can't stop laughing at how stupid this idea is. After years of using the Golf brand after Rabbit, now they are throwing it away to focus on the Rabbit brand again. Why not create a new brand name while their at it? All my VW friends are going to laugh at the stupidity of this article as soon as I email them.
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Bob 6:00PM (4/11/2006)
... a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name.
Huh? who is this one person who has fond memories of the rabbit?
First they create (and then kill) the Phaeton at one end of the spectrum, now they are bringing back the car that probably gives VW the worst possible, cheapo image at the other end of the spectrum.
Hey maybe Ford can bring back the Pinto.
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Michael Karesh 6:01PM (4/11/2006)
This is a most odd decision. Of all the things they could do to serve the American market, this is what we get?
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Jason Boston 6:11PM (4/11/2006)
They better dip into something that was an ad success, because their image doesn't relate to anyone. The "folks" in the folks wagon, aren't to found. Chevy Cobalt, Ford Focus, Civic, Subaru Impreza, Scion TC, and the Hyundai/Kia phirranha's have pretty much edged VW out of the young, hip market. What have they been thinking? That horrible Audi cloned nose, the tacky ads picking a little monster over the hot chick, the very geekoid androgynous white guy? What image are we looking for here? The company's a mess. They do need the Polo here, to maybe save them, good idea! Let's go back to the gay guys driving around together, that was less offensive than what we've seen lately from their marketers. But, maybe when your designers have ruined the car so much, you just can't market the thing. Too bad, I always liked the Golf/Jetta line. I saw a Passat the other day, and it's so vertical and narrow I couldn't help but wonder what it's roll-over factor was? What is wrong with this company? they were so hot for a decade and a half? It's sad when your last 90's Golf chasis displaying a 50's retro designed, New Beetle is the best you have to offer in a trendy fast moving market. Seems like Audi may have spoiled VW's sense of itself.
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sirAQUAMAN64 6:12PM (4/11/2006)
Okay, are they on f*cking crack?
This had better be a joke. "Rabbit" sounds downright cartoonish now. The car is too overweight and large now to be considered a Rabbit.
It's a fackin' Golf people... the US won't buy a hatch because it has a different name. Save your worldwide marketing costs and cut confusion.
Who the hell thinks this junk up?
Fack, I drive a Golf and I'm pissed at this. What morons VWoA are. I'm in the market for the new Golf or GTI, and if that Golf comes as a "Rabbit" that badge will be ripped off my car so fackin' fast...
http://media.vw.com/article_display.cfm?article_id=9881
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Christian J 6:15PM (4/11/2006)
Why not bring back the 1930s badge? VW was founded on warcrimes. Flippin' Nazis. -C
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Kowell 6:24PM (4/11/2006)
does it come with the old price and durability?
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Ryan 6:31PM (4/11/2006)
" The reintroduction of the Rabbit represents Volkswagens commitment to this market and is a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name.
Wasn't the Rabbit like the Geo Metro crowd? I'm officially boycotting anything with the name Rabbit or any cars that end in "bird"
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Carlos 6:49PM (4/11/2006)
It's a GM-like move. But... lot of us have good Rabbit memories. And a lot of our friends have bad lemon Golf memories.
Best of all, no more "it's as sporty as actually playing golf" jokes! (I realize the Golf is named after something else, but we all still think of golf when we hear Golf.)
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sirAQUAMAN64 6:52PM (4/11/2006)
I continued my beef on this VWVortex thread http://forums.vwvortex.com/zerothread?id=2551017&page=1
I think I want a European car, not an Americanized car. That's my main beef, besides the fact the name itself didn't need to be changed - the car did after 8 years! And lower pricing will help any car sell better - that's not rocket science.
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Eric 6:55PM (4/11/2006)
GM and Ford aren't doing too well, and they rebadge cars.
Looks like VW wants to join the fun.
Headline of tomorrow: VW Reports $4 Billion in Losses
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Aki 7:07PM (4/11/2006)
I'm very confused.
Weren't VW Rabbits viewed as "chick cars"? So how do they think it embodies the "passionate" car audience? VW buffs rally around brands such as Golf, GTI, R32, not a... Rabbit.
What I'm guessing is that the new "Rabbit" will be the Polo in Europe, since their biggest concern is that the Golf has a steep premium and has edged away from the compact car market.
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Scott_D 7:26PM (4/11/2006)
If they brought the polo over as the rabbit, it would make sense to me.
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Bill 7:31PM (4/11/2006)
VW has really gone off the deep end again. First kill the Corrado, then the New Beetle, then the W8, then the Phaeton, now the Golf becomes a "Wabbit"??
What a bunch of idiots.
The name Rabbit will just reinforce their poor quality image. VW has made a lot of junk over the years and the Rabbits for the most part were junk - hundreds of poor quality, reliability problems.
What's that saying? "there's no fool like an old fool"!!
The Japanese almost killed VW in the US during the Wabbit years. Hang on! Good bye (auf veidersein) VW!!
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rem83 7:37PM (4/11/2006)
Yeah, we could use the polo in this market. I wish they'd bring back the dasher name too, I loved that car. (honestly, I'm not kidding)
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