Vw kills the Rabbit, lets the Golf return to U.S.

Article by Christian Andrei, on August 25, 2010

Under the supervision of Kerri Martin, together with Crispin Porter + Bogusky, Volkswagen America got rid of the Golf nameplate of the famous hatch three years ago in favor of Rabbit in the auto markets of North America.

The name Rabbit was the original name by which the first-generation Golf was produced in the 70s and 80s in Westmoreland, Pennsylvania.

It was under this moniker that the sprightly and exciting car we permitted to weaken and eventually deteriorate into just a poor reflection of the original German car. So, when the succeeding version came the returned to the Golf name again as an attempt to forget their bad memories of the Rabbit.

This fact was clearly forgotten when Martin, with the support of Wolfgang Bernhard, came up with the surprising change of name for the Golf MkV. Martin pointed out that VW customers want a relationship with their vehicles as suggested by the nicknames Beetle, Fox, The Thing and Rabbit.

But looking back, the Rabbit did not see as many sales as VW hoped three years back and will in truth be listed down in history as the shortest-lived generation of the version.

Now, it is not a surprise that VW will be getting rid of the Rabbit nickname for the second time in favor of the Golf nameplate in the American market. This ends any speculation concerning the name that the Golf MkVI will come with in North America.

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