Volkswagen's decision to return the Rabbit name to its compact hatchback model after more than 20 years may indeed be "a nod to passionate North American enthusiasts who have an emotional connection to the name," but it's also a pretty good way of avoiding a bunch of headlines along the lines of "VW finally brings new Golf to Canada."
It could also be a good way to direct attention away from the fact that the Rabbit will be a lot more expensive in Canada than it is in the U.S. when it arrives this summer, as a 2006 model in the U.S. and a 2007 model here. The three-door model starts at $19,990 in Canada, but is only about $17,180 when converted from the American sticker of US$14,990. The five-door is $20,990 here, which is about $19,485 when converted from the American sticker of $16,990.
"The pricing in Canada is, of course, determined by various factors," explains Patrick Saint-Pierre, of VW Canada's office in Ajax, Ontario. "Pricing is established within the market and is not linked to immediate currency exchange rates. As such, we have to take more of a long-term approach. Moreover, the vehicle import tax structure in Canada is very different from the U.S. and therefore higher. In addition, you will notice that the U.S. base MSRP for a five-door Rabbit is US$16,990, which is effectively US$2,000 higher than the three-door version. In Canada, the five-door version commands a $1,000 premium over the three-door."
The Rabbit model that will come to North America has been on sale for almost two years in Europe under the Golf name, but VW's North American branch has resisted bringing it to this continent for unspecified reasons. Golf got off to a slow start in Europe, largely because it was more upscale and more expensive than the more proletarian model it replaced.
Going back to the past for a name that hasn't been used here for 22 years seems, ironically, to be the decision of VW's Director of Brand Innovation, Kerri Martin. "The reintroduction of the Rabbit represents Volkswagen's commitment to this market," Martin says, "and is a nod to the passionate North American enthusiasts who have an emotional connection with the Rabbit name."
Martin says that Volkswagen customers "want a relationship with their cars. Names like The Thing, Beetle, Fox, and Rabbit support this."
It's certainly true that the Golf has not proved as popular in North America as its Jetta sibling sedan has, so maybe bringing back the car's original name will actually help it appeal to Boomers who seem to love anything that reminds them of when they were young, or at least younger. Novelist John Updike created a perfect name for this model in the sequel to Rabbit Run -- Rabbit Redux, and that should also connect with the more literary Boomers.
The three-door version of the 2006 Rabbit will carry a sticker of $19,990, while the four-door hatchback version will retail for $20,990.
Standard features on the base models include anti-lock brakes, traction control, active front headrests (which do a lot to reduce whiplash injuries), front side airbags, air conditioning, cruise control, power windows, and an anti-theft alarm system with remote locking.
Martin says the Rabbit was "always known for its value," and that "this latest Rabbit is no exception, offering a high level of standard features and equipment at an attractive starting price."
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| (Photo: Volkswagen) |
"The pricing in Canada is, of course, determined by various factors," explains Patrick Saint-Pierre, of VW Canada's office in Ajax, Ontario. "Pricing is established within the market and is not linked to immediate currency exchange rates. As such, we have to take more of a long-term approach. Moreover, the vehicle import tax structure in Canada is very different from the U.S. and therefore higher. In addition, you will notice that the U.S. base MSRP for a five-door Rabbit is US$16,990, which is effectively US$2,000 higher than the three-door version. In Canada, the five-door version commands a $1,000 premium over the three-door."
The Rabbit model that will come to North America has been on sale for almost two years in Europe under the Golf name, but VW's North American branch has resisted bringing it to this continent for unspecified reasons. Golf got off to a slow start in Europe, largely because it was more upscale and more expensive than the more proletarian model it replaced.
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| (Photo: Volkswagen) |
Martin says that Volkswagen customers "want a relationship with their cars. Names like The Thing, Beetle, Fox, and Rabbit support this."
It's certainly true that the Golf has not proved as popular in North America as its Jetta sibling sedan has, so maybe bringing back the car's original name will actually help it appeal to Boomers who seem to love anything that reminds them of when they were young, or at least younger. Novelist John Updike created a perfect name for this model in the sequel to Rabbit Run -- Rabbit Redux, and that should also connect with the more literary Boomers.
The three-door version of the 2006 Rabbit will carry a sticker of $19,990, while the four-door hatchback version will retail for $20,990.
Standard features on the base models include anti-lock brakes, traction control, active front headrests (which do a lot to reduce whiplash injuries), front side airbags, air conditioning, cruise control, power windows, and an anti-theft alarm system with remote locking.
Martin says the Rabbit was "always known for its value," and that "this latest Rabbit is no exception, offering a high level of standard features and equipment at an attractive starting price."