Wassership Down: VW seen euthanizing the Rabbit. Again.
Back in 2006, Volkswagen of America's public relations department had what they thought was a brilliant idea to rename the fifth-generation Golf as the Rabbit... again. Back when VW's first front-wheel-drive hatchback replaced the iconic Beetle in the United States, it was introduced as the Rabbit, despite the fact that the rest of the world knew it as the Golf. VeeDub apparently thought that we megalomaniacal Americans preferred our own personalized nameplate over what the rest of the world got. Not anymore.It seems that the marketing move did little to influence actual sales of the vehicle, so it's back to the drawing board. According to Car and Driver, when the sixth-generation hatchback hits American shores, probably as a 2010 model, it will once again be christened the Golf, and hopefully for good this time.
Gallery: Volkswagen Golf VI
[Source: Car and Driver]
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Reader Comments (Page 1 of 4)
jtriolo 12:39PM (3/25/2009)
This makes sense if they plan on calling the Polo the Rabbit when it comes to America - smaller car would fit the Rabbit name better....otherwise, I like the Rabbit name. Oh well.
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geo.stewart 2:26PM (3/25/2009)
Stick with the Rabbit nameplate. much better.
rename the GTI the Hare, and the R32 the Wild Hare.
Noidor 4:03PM (3/25/2009)
Renaming cars for different markets is a stupid idea unless it's necessary due to cultural/language differences. I said from day one when Rabbit came out that it was just stupid marketing people in their mid 20s trying to be creative...in reality all it does is devalue the model, devalue the brand and there is ZERO benefit to the overall image. It should be Golf pure and simple...
Heimbachae 5:13PM (3/25/2009)
just as long as we don't get that city golf the canadians have. LOVE canada, HATE that car.
the vegas style guy 12:40PM (3/25/2009)
I think the problem is that the Golf/Rabbit has basically looked the same for so long that they just blend into the landscape. In addition VW's "seem" expensive. Not too many people cross shop them. If you know about cars and have a little money, you REALLY want an Audi. If you're stretching pennies you look at Japanese, Korean or cars like the Cobalt or Focus. VW is just in a weird in between place.
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Jsams4131 12:52PM (3/25/2009)
indeed my good sir, indeed. When I shopped for my first car vw wasn't even a consideration in anything new or used I was looking at. Granted this was in 2005, their offerings were not so good and almost all Jetta owners said their car falls apart. I wouldn't mind having the R32 but that was way out of my price range. all the more reason we need low cost rwd coupes!
Polly Prissy Pants 2:47PM (3/25/2009)
I think you're on to something but I always thought of it like this:
If you want to spend a lot of your money on transportation and it's important that you can impress others then you buy European.
If you simply want a good car, or you don't want to spend a lot yet you still appreciate cars, then you buy Japanese or (nowadays) Korean.
If you don't want to spend a lot yet you don't care much about cars then you buy from the Big 3.
This all leaves VW in a weird place indeed. Too cheap for the poseurs, too rich for the frugal, and just a big enigma to everyone else. Of course bringing up the rear in survey after survey doesn't help you win new customers either.
epilonious 4:35PM (3/25/2009)
VW USA tried to go for cheap/fun/reliable but couldn't wager out the fact that German parts (especially the Bosche crap on VW/Audi/Porsche) tends to be more expensive without being any more reliable.
Thus, the people looking for something a bit spicier/nicer than a Toyota out of college 5 years ago got a VW and then got rid of it in disgust three years later when VW USA weaseled out of warranties on these costly parts and maintenance fees on what was supposed to be a 'cheap' car.
The only thing that could get VW into my esteem would be a Hyundai warranty.
why not the LS2LS7? 12:50PM (3/25/2009)
Golf is a crummy name. I do agree people are more attached to it though.
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Duke 2:21PM (3/25/2009)
Agreed. I like Rabbit more, but think neither name is their problem with sales. Them scapegoating the name is a waste of time.
Meinautoistkaput 1:17PM (3/25/2009)
That's all fine and dandy, but what are they doing about
reliability and customer service?
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Soccer Mom 12:51PM (3/25/2009)
Rabbit, Golf, Golf, Rabbit, Golf - make up your mind already.
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Tralus 12:58PM (3/25/2009)
They should have just left well enough alone in the first place, once the moved the name over to Golf, they should have just left it like that, then going 3 generations and then getting "retro" and going back to Rabbit. Then again, I don't think VW has ever marketed themselves that well in the USA.
Epyx 1:05PM (3/25/2009)
Really? VW has excellent marketing and branding.
Golf is a crap name. Is it named for the game? That makes no sense. Better than the alphabet letters but not as good as Rabbit.
Rabbit is cool, I see no reason to change it. The little Rabbit logo is sweet, dont do it VW!
Polly Prissy Pants 2:48PM (3/25/2009)
Yea, nothing like a little schizophrenia to keep your customers nice and confused.
kit 4:58PM (3/25/2009)
I'm glad to hear it. Rabbit sounded really feminine, and believe it or not, some guys just want a well built European car that won't break the bank.
@Epyx and Dude:
The name Golf was actually taken from the German word Golfstrom meaning "Gulf Stream". VW seems to like to name its cars after natural systems (Jetta for example was named after the Jetstream).
With the introduction of the Mk I, the main reason why Volkswagen deviated from the concept of 'Golf' was out of fear that Americans would associate the car with 'Gulf Oil'.
http://translate.google.com/translate?hl=en&sl=de&u=http://de.wikipedia.org/wiki/VW_Golf&ei=95fKSb-lGIHasAPuqaDNBg&sa=X&oi=translate&resnum=2&ct=result&prev=/search%3Fq%3Dvw%2Bgolfstrom%26hl%3Den
tankd0g 9:18PM (3/25/2009)
Fox!
MikeofLA 12:52PM (3/25/2009)
I always picture the Rabbit as the little cabriolet from the late 80's and early 90's. Built for girls, and falling apart.
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the vegas style guy 4:40AM (3/26/2009)
Oh MY GAWD MISSY! I can't believe your dad got you a Rabbit Cabriolet for your Bat Mitvah! How much do I hate you!!! AAHHHH!
Dude 12:54PM (3/25/2009)
I think Rabbit is a cool name for a car.
Golf is a game.
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