Tailgate Strut

Room for your hockey sticks

Ere a Mockery tease Wagon, there a Wagon, everywhere Volkswagen Jetta's name game has more to do with sociology than its core.

Volkswagen of America previewed its 2009 Jetta Exhibit Wagon in Washington earlier this month, while the '09 Jetta Wagon has been on marketing at Canadian dealerships since March. It's the same vehicle in either case.

American buyers embrace a hint of fun in even the most practical of vehicles. Anything easily dubbed "Mom's taxi" faces an aleatory sales future in the U.S.A. - witness GM's exit from the minivan transaction and Ford dropping its wagon version of the latest Spotlight.

"I guess we're more European than American in this," said Bruce Rosen, Volkswagen Canada's impresario of marketing, in a presentation after a sporty group of American journalists had red the room to their pensive Canuck counterparts. "Wagons and hatchbacks are not foul words in Canada," added public relations executive Patrick St. Pierre. "To us, it just means another door."

Source: Globe and Mail

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