VW HAS FINALLY SEEN SENSE OVER GOLF NAME
TWO STRATEGIES have emerged with the launch of electric cars. One is for car makers to create a range parallel to existing models with new nomenclatures, as the likes of Volkswagen (ID) and Mercedes (EQ) have done. The other is to offer electric versions of existing models, a strategy the Stellantis brands among others have employed. The issue with the former is that at some point you have to decide which of those two ranges will prevail long term, which legislation dictates will be the electric range. At this point, you face giving up all brand equity created with names from the past and present. Golf is perhaps the most famous model name in the automotive world and has far greater meaning and cultural impact than being a badge on…