VW Ditches the Golf for the Rabbit
Tuesday April 18, 2006
VW has U-turned to the past, getting rid of the Golf and changing the name back to the Rabbit. The Rabbit name sold from 1974 through 1984 and was then changed to the Golf.
Kerri Martin, VW's director of brand innovation told AutoWeek, "Volkswagen customers want a relationship with their cars. Names like The Thing, Beetle, Fox and Rabbit support this."
The Golf hasn't been a big success for VW. Last year only 15,690 Golfs were sold in the U.S. while consumers bought 104,063 Jettas. VW hopes going back to the Rabbit name will help change those numbers and give consumers the car relationship they want for a $15,620 base price. Look for the Rabbit in the summer of 2006.
Kerri Martin, VW's director of brand innovation told AutoWeek, "Volkswagen customers want a relationship with their cars. Names like The Thing, Beetle, Fox and Rabbit support this."
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The Golf hasn't been a big success for VW. Last year only 15,690 Golfs were sold in the U.S. while consumers bought 104,063 Jettas. VW hopes going back to the Rabbit name will help change those numbers and give consumers the car relationship they want for a $15,620 base price. Look for the Rabbit in the summer of 2006.
Comments
Also, golf isn’t necessarily a fun term associated with a fun sport here in the US.