Rabbit Euthanized: Golf Returns for U.S Market

Well that was quick! After reintroducing the classic (and successful) Rabbit name to great fanfare for 2006, VW has announced that the name Golf is returning for the next generation model. This will help unify the brand around and save on marketing costs. Those little Rabbit logos cost a lot you know.....

Yeah, I think it looks better as a Golf too. More prestige in the name? Maybe. VW thought the move would draw attention -  it did - and boost sales by linking to an iconic name. Anywhow, the venture didn't turn out too well as they didn't get the kind of sales they were looking for. I think they had a hard time marketing the car to men as well. The little Rabbit logo, etc. "Hey guys, I got a Rabbit!".  Yeah....

The Golf moniker has a lot of brand equity and recognition here in the U.S well and it probably was better off not to create confusion in the marketplace. Listening, Detroit? VW didn't give away much explanation as to why in the press release, saying:

"Volkswagen of America, Inc. welcomes back the Golf nameplate with the arrival of the sixth generation Golf. "

"The Golf is an iconic nameplate for the Volkswagen Brand and it is known throughout the world," said Mark Barnes, COO, Volkswagen of America, Inc. "The Golf is Volkswagen's best selling global nameplate with more than 26 million units sold in over 120 countries."

The name changed to Rabbit was announced right before the New York International Auto Show as well. Rabbit ushered in the 5th generation, Golf ushers in the 6th. The Rabbit is dead (....err, euthanized). Long live the Golf!