We’d like to think that this time Volkswagen has finally made up its mind. Reversing its decision to revive the old Rabbit nameplate, for the 2007 model-year, the German maker is “realigning with our global heritage” for 2010. That means the Rabbit is gone…again. And the Golf nameplate is back…again.
Three decades ago, when VW set up an assembly line in Westmoreland, Pennsylvania, it decided to Americanize the name of its fuel-efficient small car, adopting the Rabbit badge. When that factory closed and the car was again imported, the automaker switched to the global nameplate, Golf.
Three years ago, desperate to reverse sliding sales, VW revived the Rabbit badge, relaunching it with a catchy ad campaign that included a TV spot featuring Rabbits multiplying fast as they raced through the streets of New York City. (more…)