In a surprise move, Volkswagen announced today that its all-new fifth generation Golf, which debuted at the 2006 Chicago Auto Show, is going back to its roots with the original Rabbit nameplate for the U.S. and Canadian markets. The Rabbit will hop into the market in early summer, after its official introduction at the New York International Auto Show on Wednesday, April 12, 2006, at the Jacob K. Javits Convention Center. “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,” said Volkswagen’s Director of Brand Innovation, Kerri Martin. “The reintroduction of the Rabbit represents Volkswagen’s commitment to this market and is a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name.”
“Volkswagen customers want a relationship with their cars. Names like The Thing, Beetle, Fox, and Rabbit support this,” Martin added.
The Rabbit goes on sale this summer in both two and four-door versions, with pricing starting at $14,990 for the two-door. Standard features include an advanced ABS braking system, traction control, active front head restraints, front side airbags, air conditioning and anti-theft alarm system with remote locking. Always known for its value, this latest Rabbit is no exception, offering a high level of standard features and equipment at an attractive starting price.
The Rabbit was the first Volkswagen produced in the United States and its appeal grew rapidly, with sales of over 1.3 million in its 10-year lifespan. The Rabbit’s popularity can be credited to the wide array of standard features it offered at an attractive price. The 2006 Rabbit promises a return to the high-value, iconic status of the original.
“The Rabbit’s return to Volkswagen’s family is not an attempt to recreate the original car; today’s Rabbit is manufactured at our Wolfsburg production facility alongside the all-new GTI.”
The Rabbit, or Golf as it is well known throughout the rest of the world, is the world’s best-seller with over 25 million cars sold over five generations. This latest generation has already won more than 25 awards in more than sixteen countries. And, yesterday, the Insurance Institute for Highway Safety (IIHS), announced that the 2006 Rabbit four-door received the Top Safety Pick, Silver award, based on the Institute’s frontal offset, side impact, and rear crash protection ratings.
Martin adds, “Even the name ‘Rabbit’ dramatizes the enhanced performance, playing off the car’s clever design, efficient size, agility and nimbleness. The Rabbit is back.”
04/11, 7:39 PM
posted by:
Chris G
Most Americans want European cars that are closer to their European-spec counterparts. There was nothing really wrong with the Golf name. Then again we have the Jetta while the rest of the world has the Bora.
04/11, 8:05 PM
posted by:
Tuga
“The reintroduction of the Rabbit represents Volkswagen’s commitment to this market and is a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name.â€?
LOL! I hope Americans won’t be fooled by this marketing strategy. You see, VW has looming financial problems because of the current Golf, since it is expensive to build and the sales are slacking in it’s core market: good old Europe. Therefore, VW has plans to launch a brand new Golf in 2008, which is only 2 years away, instead of maintaining the current generation until 2010 (as originally planned).
What does this have to do with renaming the Golf in the US?
Because since already there is a new Golf coming up in 2008 for the [still] important European market, VW will continue selling the ‘old’ Golf in the US. However, since it will be forgotten as ‘the Golf’, American consumers will believe that the 2008 European Golf is just some other VW model that isn’t exported to the US, instead of acknowledging that there is an old generation sold in the US and a new generation sold in Europe.
04/11, 8:16 PM
posted by:
JCwhitless
Unpimp your Golf with our new “Rabbit” decals.
ACHTUNG! Svitch wor volksvagon Golf to mein Favoreight vfurry, vcuddvly forrest eich kreature, der Rabbit!!!
Ven you kein explain to your friends…
“Dieses Rabbit rauchte mich gerade an diesem Stoplight, Hund!!”
04/11, 8:20 PM
posted by:
moody
This guy’s just begging for trouble, referencing The Thing. What a hunk of junk.
moody
04/11, 9:31 PM
posted by:
Carlos
This is amusing. Shows how troubled VW is. At least they’re consistent though; the Golf isn’t selling here so they’re renaming it, same for the Bora (now Jetta) over there.
“Golf” just isn’t a cool name. Yeah so maybe it’s the name of some wind no one’s heard about… it still lends itself to “it’s as sporty as actually playing golf” jokes. And the rabbit brings back fond memories to many. I’m 24 and a lot of my friends vaguely remember Rabbits from their early years (vague in a way that makes it a better memory than warranted). The logo’s cool too.
I like it!
04/11, 10:09 PM
posted by:
Madcapp
Good idea. Perhaps they will wise up and rename the “Eos” as the “Cabriolet”. That’s a good heritage name too.
04/11, 10:27 PM
posted by:
Jim in LA
ask yourself – is there a major auto manufacturer today who has WORSE names than VW?
golf
touraeg
jetta
passat
phaeton
the only ones that are passable are Beetle and GTI. and then there’s that whole lack-of-manhood thing associated with the Beetle. it’s a shame, because the original bugs are the epitome of teenage mechanic 101 – but no one (and i mean NO ONE) in their right mind and armed with a package would be seen within 15 yards of a contemporary beetle.
04/11, 10:29 PM
posted by:
Madcapp
What’s wrong with Phaeton? Its good enough for Rolls Royce and Dusenberg.
04/11, 11:52 PM
posted by:
CTR
VW had the largest increase in US sales of any manufacturer in March, can’t be in too much trouble… Going back to the Rabbit is a great idea, I wanted a Red GTI so bad back in the late 70’s…but I had to settle for a ‘76 Torino with a 351 Cleveland/AT…oh well. MAybe I can live vicariously thru my kids, maybe one of them will want one. Oh, schnap!! VEE DUB!
04/12, 12:23 AM
posted by:
Martin
I still own a Rabbit Convertible. Maybe the resale value will increase when people see what a bloated piece of #### the current Golf is in comparison to the 70’s and 80’s versions.
04/12, 2:16 AM
posted by:
Steve
They are changing the name of the Golf to the Rabbit, but the Eos is still to be called the Eos?
04/12, 3:32 AM
posted by:
DaveO
The Jetta is now called the Jetta again here in Europe. Only the last gen was called Bora.
I think the Rabbit name has cuetsy implications but the car has moved upscale and there is nothing cutesy about the price. Plus as someone else mentioned the “european” factor helps support the image and price.
And the meaning of Eos (and Toureg) is lost on the general public (and me).
04/12, 7:39 AM
posted by:
JohnnyBlazE
Bora = Boring.
Jetta = sweet.
Golf = wth?
Rabbit? Reminds me of rampant rabbit… is it going to sit there and vibrate til it falls apart?
04/12, 7:48 AM
posted by:
yozzie
Stupid, stupid, stupid. I don’t know how anyone can seriously call the Rabbit nameplate “iconic” when it’s been out of use for 20 years now, and the Golf badge has been seen round the world for nearly 30 years. I say quit frigging around with unnecessary renamings and release the damn car already.
04/12, 1:04 PM
posted by:
Joel A
Huh. First Lincoln changes its Zephyr to the MKZ. Now Volkswagen does this.
Sigh. I better start keeping a chart for all these name changes.
04/13, 12:09 PM
posted by:
Tom
People associate the “Rabbit” name with rust, anemic engines, shabby, loud-fabric interiors and bad electrics. Those that remember the Rabbit, that is; the Golf’s core market probably wan’t out of its teens when “Rabbit” was abandoned the first time. The name is NOT iconic. This is a stupid move.
04/13, 1:43 PM
posted by:
The Stig
I’m going hunting for a waskally wabbit. Huh huh huh huh…
04/16, 6:16 AM
posted by:
stephangrey
To all those ideas who appose the name change back to Rabbit. Let me comment…
Bad memories of Rabbit:
Most cars in the 70’s were not anything great and the Rabbit was harldy the worst one. Remember the 75 Corolla and Civic? They were junk but people buy them today.
Rabbit is dumb or too feminine:
Who do u think is buying a new economny car like Corrolla or Civic or Golf or Elantra? A lot of women. OR plain old nobody. If you dont like Rabbit u prolly dont like Golf or VW anyway. U aren’t gonna buy it either way. No loss.
Younger people dont remember or have nostalgia for Rabbit:
I dont think the Golf is a super inexpensive car. High schoolers that are too young to remember it are buying it anyway but look at all the young folks who bought the Beetle. Do you think they ever rode in an original Beetle? No. The just liked the car and the hipe around the nostalgia.
I dont like the name Rabbit:
I dont like the names Yaris, Aveo, Lucerne, Avalanche, Ion, Echo, Aztech etc. but they still sold some. Rabbit seems pretty normal compared to some of those.
04/16, 6:26 AM
posted by:
stephangrey
that should have said “high schoolers that are too young to remember it ARE NOT buying it anyway…”
04/16, 12:10 PM
posted by:
Frank Boulton
The Rabbit had a short lived popularity with its diesel engine option between the 1974 and 1975 period but thereafter it suffered quality and therefore image problems. The Americanizing of the Golf resulted in poor workmanship from the U.S. factory. By the 1980’s, there were Rabbits having birthdays at the rail head of every major shipping destination and VW sales slid to an all time low. Ultimately progressive discounts moved the aged Rabbits; now with faded paint and upholstery as well as broken windows.
There were lost promotion opportunities for the cars like using the “Wild Hare” name to promote a sporty cosmetic package. This idea was not lost on the Japanese. They used the cosmetic add-ons (spoilers, stripe package and alloy wheels) marketing opportunity with great success. Meanwhile Japanese cars with more competitive pricing and equipment began to increase share of market. Rabbit is a cute name with a friendly image. Hopefully the old Rabbit may be forgotten and the new one will benefit from some creative merchandising, competitive pricing and successful sales
05/06, 3:36 PM
posted by:
mike flaherty
I like the idea. I had an early 80’s 4 door champaign
edition rabbit …. it was good car for me!
05/30, 11:31 AM
posted by:
Schwuchtel Wichse
Gimme Gimme Gimme (A Man after midnight) I love this car. I had a golf in Eirope and it was fab. Now I live in LA and i want the new one WooHooo
07/09, 1:59 PM
posted by:
A Force Of Good
The original A1 chassis was as tough as a tank and bug-free by the time it was replaced by the A2. The A1 is still built in S.A. if I am correct.