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Re-activateJust in time for Easter, Volkswagen announced that it's changing the name of its entry-level model from Golf to Rabbit. Not that the name "Golf" ever made any sense for a car --unless, of course, if it was a golf cart--but VW's decision certainly seems a curious one.
According to VW, "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."
Maybe the company will realize that "Touareg" doesn't make people feel all warm and fuzzy inside…not exactly a "passionate" or "emotional connection" here.
Perhaps The Thing, Dasher, and Scirocco aren't far behind. Or maybe there will be a cross-promotional deal with the publishing industry. John Updike's publisher might want to re-title his famous novel ("Rabbit, Run") to "Rabbit Runs Over Golf To Be The Next Big Thing." Maybe "The Tale of Peter Rabbit" will now be "The Tale of Peter Rabbit and his side-kick, Dasher." "The Velveteen VW Rabbit with Velour Interior" also has a nice ring to it. The possibilities are endless.
And how many fans of Jefferson Airplane will snicker to a VW salesperson and ask for a White Rabbit? Go ask Alice, I think she'll know.
Or it could be that VW wants to reintroduce animal names, like Fox. Ford obviously didn't abandon the Mustang, although I miss the Cougar and Barracuda. But, I don't miss Tempest or Typhoon (or Syclone or Toronado--what motivated the marketing people to equate car names with natural disasters? What's next, the Pontiac Plague?)
Anyway, in the end, VW hopes herds of customers will flock to its showrooms to see where the wild things are.
--Mike Quincy
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