When Volkswagen developed the original VW Golf/Rabbit, they turned to Italdesign, the design firm of Giorgetto Giugiaro. Although Giugiaro’s role in the design of the Golf is of course well known, the seldom-seen Italdesign styling prototypes were somewhat different from what Volkswagen put into production in 1974. Let’s take a look at what Giugiaro originally proposed the Mk1 Golf should look like.
When people talk about Giorgetto Giugiaro and the first-generation VW Golf (sold here as the VW Rabbit), they almost inevitably show the production model. Even the Italdesign portfolio page for the Golf includes no pictures of Giugiaro’s original proposal.
Some sources do note that the design was finalized in-house by Volkswagen design chief Herbert Schäfer, but I don’t think I’d ever seen the original version until I happened upon a 199 book by Ulrich von Mende, published by Verlag form (publisher of the design magazine form), which includes a couple of photos. After searching extensively, I found a few more.
Italdesign was hired after the 1969 Turin auto show by Volkswagen CEO Kurt Lotz, during Lotz’s short but stormy tenure as VW boss Heinz Nordhoff’s successor. After some initial design renderings, Italdesign prepared scale models in early 1970 and delivered a full-size styling model in July. Obviously, Giugiaro did not simply pull a Rabbit out of his hat, if you’ll pardon the expression — he worked from an engineering “package” that dictated many of the basic dimensions and the mechanical layout. Thus, while his original proposal differed from the production design in detail, it was still the same size and had many of the now-familiar design elements that carried over into the production Golf Mk1.
Something that struck me about the styling proposal was its approach to one of the production Golf’s most distinctive features, its broad sail panels. These were present in the Italdesign model, but even at the rendering stage, Giugiaro had tried hard to disguise the width of the C-pillars by adding the vertical slits behind the rear quarter windows, which were supposed to be exhaust vents for cabin air. (I think these may have only been fitted on one side of the full-size model, as they’re absent from the right rear three-quarter view shown in the lead image.) The rear side window of the five-door also lacked the trailing edge notch and fixed quarter light of the production car.
Giugiaro also included small “gills” on either side of the tailgate, whose outer edges curved slightly outward at the sides. Notice also that the rear license plate panel was not recessed, but flush with the taillights.
The Italdesign model had rectangular rather than round headlights and chrome “horns” below its front and rear bumpers. These horns were intended to protect against minor collisions with cars with lower bumper heights, although I can’t imagine they would have helped much in practice, and U.S. bumper standards would make them superfluous. The 5-mph bumper standard, which would take effect before the earliest North American VW Rabbit was ready for sale, required uniform bumper heights. (The front horns were missing in some photos of the prototype; they may have been removable so VW officials could see the car with or without them.)
For the production model, Schäfer dispensed with the slats, the gills, the horns, and Giugiaro’s interesting wheel design. The leading edge of the hood was raised somewhat, squaring off the front end somewhat, and round headlights replaced the rectangular lamps. (Von Mende suggests that Volkswagen rejected the rectangular headlights because rival models also used them “almost ad nauseam.”) The turn signal lamps were also moved from the fenders to the bumpers.
Schäfer extended the roof by almost 3 inches (70 mm) and made the windshield more upright. The five-door’s rear side window was also reshaped, probably for ease of production, and divided into movable and fixed panes.
I think what surprised me the most about these images was seeing how much of the boxiness of the production Golf and Rabbit, which I’d always blamed on Giugiaro, was actually added, or at least accentuated, by Schäfer and VW’s in-house designers. The Italdesign proposal was still a two-box design, but Giugiaro had tried to break up large expanses of sheet metal with minor styling details that Volkswagen opted to discard.
In overall effect, the Italdesign prototype seems like a more angular variation of the Alfa Romeo Alfasud, which was also designed by Giugiaro, his first big project after launching his own design firm in 1968.
Personally, I like the original version of Giugiaro’s Golf proposal better than the finished product, but while its detailing was more interesting to look at, I think it would have dated quickly, whereas the shape of the production Golf has obviously proved to be a much more durable design. As any cat will tell you, bells and tinsel may be fun for an hour, but a box has a lasting appeal.
Related Reading
Curbside Classic: 1975 VW Golf Mk1/Rabbit – The Most Influential Global Compact Car Of The Past 50 Years (by Paul N)
1976 Volkswagen Golf LS – The Years Just Fly By (by Tatra87)
Brilliant closing line, Aaron.
Fascinating exploration of the changes.
The proposal for the Lancia Delta ought to be included, to prove that recycling isn’t some 21st Century woo-woo.
To be fair, the proposal for the Passat and the Ace of Spades all showed the same strong theme, as opposed to badge-engineering.
Aaron does get in some great lines, doesn’t he? “Obviously, Giugiaro did not simply pull a Rabbit out of his hat,…”
I’m going to go for the opposite view and say that I prefer Schaefer’s production version – it looks more confident and solid than the prototype – the wider wheel arch flares, higher hood leading edge and more upright screens plus revised DLO all contribute to this.
I think the round headlamps may have been a conscious nod to the Beetle which the Golf was replacing – anyway, as you say they served to set the VW’s face apart from all the other cars following the square headlamp fashion.
This is not to say anything against Giugiaro’s work, which was genuinely fresh and good looking, just that Schaefer and his team took a silk purse and made a more mature, even silkier purse out of it IMHO.
I agree, it has a more open, pleasant and appealing look more in keeping with the intended market – this wasn’t supposed to be a tough, fancy, cool car.
Schaefer took the Fiat Strada out of the design and added Teutonic VW. Not that the Strada even existed then but the Italian design aesthetic vs. German
First new car I ever owned was a Mk. 1 Rabbit so I’m biased.
I agree with your assessment too. It has more gravitas, which better reflects its German place of origin.
Curiously, the Westmoreland Rabbit did of course get rectangular headlights a few years later.
The vehicle depicted in the fourth image bears a strong resemblance, at least from the front to the B-pillar, to the NSU design for the planned NSU K50 (adopted by VW and later developed into the Audi 50 / VW Polo Mk I).
A source of inspiration for Giugiaro or a directive from the large corporation’s board ?
(Image: Audi NSU AG)
Hi Midsommar!
The Audi 50/Polo design came from Bertone and you are right in pointing this out. I can also see Fiesta in the general proportions, stance and front end…
Car design archives, which as far as I know unfortunately only posts on Facebook, has several sketches and prototype photos here https://www.facebook.com/cardesignarchives/posts/249832672051743?fbclid=IwY2xjawP0GPtleHRuA2FlbQIxMQBzcnRjBmFwcF9pZA80MDk5NjI2MjMwODU2MDkAAR46fmSloxo34eUVSkKf3bCPTxDYXO1KtDQkxX_FDyNlKZ4_RcG0Ch74oMMyoQ_aem_7w7XxrrvgBXBcghHsWyLig
That was probably the best written and most striking sentence I’ve ever read on this forum.
As for the car – I agree with the cat.
I appreciate seeing Giugiaro’s original Golf design although I much prefer the original production version. Mostly I prefer Schäfer’s take on the front especially the round headlamps which provides family connection to the Bug, e.g. a friendly face.
Schäfer’s take on the C pillars and rear side windows are also superior to the original design: less busy, cleaner.
I also prefer the Alfasud to Giugiaro’s original Golf design. Too bad it was already taken as It would’ve been interesting to see Schäfer’s production ready take on it.
“… the round headlamps which provide a family connection to the Bug, e.g., a friendly face.”
Perhaps this was just simply the quickest and cheapest solution to also obtain a face compatible with the US market.
I saw a conversion from US rectangular to EU round. The US and EU front stamping had more than subtle differences that also included wrap around turn singles.
I think integrating the turn single with a rectangular lamp was a more cohesive look at the time.
Too bad about the 5mph bumpers, though.
As stated in Aaron’s article, it makes sense the EU’s round headlamps were a stylistic decision.
“The US and EU front stamping had more than subtle differences…”
That’s precisely my point. Before the Westmoreland plant went into operation, the vehicles destined for the US market also came from the German factory. Therefore, it made sense to ensure that there wouldn’t be too many design variations. Standardized round headlights were one way to achieve this. “Custom designs” Ã la Giugiaro, however, would have been not.
I think I misunderstood your original comment. A low IQ day for me I think.
Were the original EU round headlamps sealed beam US spec? While searching around it seems VW had to make alterations to the front end before importing the Golf Rabbit to the US.
Given my recent success rate, don’t quote me on that…
The 1980 Rabbit had rectangular headlights but NOT the wrap around turn signals (and was US-built). I believe it was a one-year only version, the 79 had rounds and the 81 had the wrap around signals. We’ve featured at least one here:
https://www.curbsideclassic.com/blog/junkyard/curbside-recycling-1980-volkswagen-rabbit-c-diesel-no-hope-for-the-hopper/
The ’79 Rabbit had two front styles – gasoline-engined cars were built in the new Westmoreland plant and had the new front that was slightly taller, had rectangular headlamps, a chromier grille for the top-line L model, and chunky vertical side marker lamps. But Rabbits with diesel engines still came from Wolfsburg for one last year and thus had the original round-light front appearance. There were substantial interior differences too, the most obvious extensive color matching rather than white headliners, black switchgear etc. for all interior colors.
Thanks for the info, Jim. Before my claim I checked dated images. So much for my search skills.
Giorgetto Giugiaro carried over his boxy theme with the VW Jetta (1979); as well as the Lancia Prisma (1982) & Thema (1984).
Soooo much nicer compared to the tear drop design of sedans on the road today.
Not designed by Giugiaro, but another great example of a boxy sedan is the Fiat Regata (1983).
The prototype in the 6th pic looks like it has a proposal for US 5mph bumpers despite retaining Euro composite headlights.
I am surprised as well. The production version really enhances the boxiness, the angles, the folded paper design that Giugiaro is known for.
I had read elsewhere that the round headlights were chosen for cost reasons, but they do really bring a sense of familiarity for those jumping from the Bug to this totally new car design for VW.
Also Giugiaro’s wheel design, all I can think of is the 1967 Eldorado. I wonder if it’s just coincidence, or if that had anything to do with it. Similar to how the 1966 Toronado had styling cues from the Cord.
Thank you for this analysis – I’ve never seen these images before, either.
I’m a bit on the fence about which version I prefer. One of Volkswagen’s modifications that I do like are the round headlights, which made the Golf/Rabbit much more distinctive. Other modifications, I’m a bit ambivalent about, such as the squared-off front end (gives the car a more assertive stance, but definitely less pleasing from a purely aesthetic standpoint. I do like Giugiaro’s outwardly-curved tailgate panel, though I can see that design being a bit complex or expensive from a production standpoint.
The original Mk1 Golf is such a well-packaged small car that stands the test of time. It’s as attractive today as it was in 1975. If only the engineering had been up to snuff and wish VW had stuck with the Type 1 plan of simply making incremental, mechanical improvements and retaining the original, first generation sheetmetal for much longer (especially the round headlights). I can’t imagine very many of those Mk1 cars remaining in survivor condition, and that’s a shame.
Just think if they had been built by Toyota.
I have to say I prefer the styling of the production model. That said, I am totally biased in favour of it. The Golf I is favourite car of the era hands down. The fuel injected EA827 drove beautifully and the unassisted rack and pinion steering sublime. The driving position was chair height and the visibility excellent.
I wonder what it would be like to drive one today? Is the Golf I as good as I remember, or has time made it better?
Fascinating .
I agree the styling buck’s form looks nice but would have aged extremely rapidly, a thing VW didn’t want .
I had two mid 1980’s Rabbit convertibles, one with four speed and another with slushbox for my lady friend at the time, both turned out to be pretty good cars .
I’m a die hard air cooled VW fan / lover / Mechanic / owner so when the Rabbit appeared in ? 1975? I hated them just because and they were not allowed in my Indie VW Shop =8-) .
How wrong I was .
I still have and love an unrestored and raggedy 1959 DeLuxe Beetle, no water cooled VW’s at all so that’s where my heart remains .
-Nate
Rudiger ;
VW -did- follow that plan, my son built a track car using an early A1 but bolting in a much later 8 valve engine that screamed .
-Nate
I think the first generation Volkswagen Rabbit/Golf holds up very well. When driving one now, it doesn’t feel like a 50 year old car, although it might be just a tiny bit under-powered by today’s standards, especially the diesel-powered models. It was small, but not too small and I would still feel reasonably comfortable driving one across the U.S. on the Interstate.
On other sites I’ve gotten into flame wars with other commenters when I declared that the Volkswagen Rabbit/Golf was the first contemporary small car available in the U.S. It did borrow the transversally-mounted front engine/front-wheel drive concept from the Mini and there were other small cars sold in the U.S. that had the feature. (Notably the first generation Honda Civic, which was just a bit too small to really be popular or timeless. Honda resolved this as the car evolved over several generations.) The Fiat 128 has a small, but very vocal group of defenders for the title, but I consider it under-powered, noisy, a bit too small and too unreliable.