No More Rabbit: VW Officially Announces Return of Golf nameplate in the U.S.
The Rabbit is dead, long live the Golf - again. Today, VW of America confirmed the rumors that the new, sixth generation Golf which was unveiled at last year's Paris Show (and not at the 2009 Geneva Salon as the press release states...), will be dropping the Rabbit moniker in favor of the Golf when it arrives in U.S. showrooms this fall. We remind you that back in 2006, VW of America decided to revive the Rabbit nameplate that was introduced on the first Golf, on the fifth-generation model. Apparently, the idea wasn't as bright as the company's execs initially thought...Here's what VW's Director of Brand Innovation, Kerri Martin, said in a statement concerning the re-introduction of the Rabbit moniker in April 2006: "The Rabbit was always exclusive to the U.S. and Canadian markets; while the rest of the world had the Golf, we had the iconic Rabbit. The reintroduction of the Rabbit represents VW's commitment to this market and is a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name."
Fast forward to March, 2009, and here's what Mark Barnes, COO, Volkswagen of America had to say about the revival of the Golf nameplate in the U.S.: "The Golf is an iconic nameplate for the VW Brand and it is known throughout the world. The Golf is VW's best selling global nameplate with more than 26 million units sold in over 120 countries. Making the change back to Golf is an important step in realigning with our global heritage."
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