So it was audacious indeed when Alex Bogusky, chief creative officer of Crispin Porter + Bogusky,…

So it was
audacious indeed when Alex Bogusky, chief creative officer of Crispin Porter +
Bogusky, which took over the VW advertising account last December, suggested
resurrecting the Rabbit name. In a March 20,2006, meeting at the Auburn Hills
(Michigan) headquarters of VW of America, with company brass and two members of
its dealer council, Bogusky reasoned that the redesigned Golf launching in the
United States this year had already been selling in Europe for two years, so
auto writers probably wouldn’t pay much attention to the stateside debut. “So
let’s change the story,” offered the 42-
»

So it was
audacious indeed when Alex Bogusky, chief creative officer of Crispin Porter +
Bogusky, which took over the VW advertising account last December, suggested
resurrecting the Rabbit name. In a March 20,2006, meeting at the Auburn Hills
(Michigan) headquarters of VW of America, with company brass and two members of
its dealer council, Bogusky reasoned that the redesigned Golf launching in the
United States this year had already been selling in Europe for two years, so
auto writers probably wouldn’t pay much attention to the stateside debut. “So
let’s change the story,” offered the 42-year-old ad director before the
assembled group. Nervous laughter followed. VW supervisory board chairman
Ferdinand K. Piech, known for his bad temper and for insisting that VW have
global model names, was certain to disapprove. But VW’s U.S. chief, Adrian M.
Hallmark, bought in and took the idea to the carmaker’s German headquarters in
Wolfsburg on March 25, 2006. Worldwide brand chief Wolfgang Bernhard said yes
and ordered new signs, photography, and press releases to be rushed for the New
York International Auto Show on April 12, despite whispers that Piech, already
gunning for Bernhard’s boss, management board chairman Bernd Pischetsrieder,
was unhappy.

»

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