Jetta will be the Chinese budget brand of the VW

28 February 2019

The name of a popular model was promoted to brand, but only in China

The name of a popular model of Volkswagen Jetta brand now given the latest budget youth brand for the Chinese market. Rumors about this in the world media went for several years. Now the Volkswagen Group has announced the event officially. The release of a new model line that includes at least the sedans and a few crossovers, will begin at the plant of the joint venture FAW-Volkswagen in Chengdu. The local market of novelty must be received in the third quarter of this year.

Sedan brand Jetta – just a few turned and a simplified version of the current model of the VW New Jetta, manufactured by the joint venture FAW-Volkswagen

   VW Marketers not only very accurately positioning the new brand for the age group, but even geographically, the emphasis is on small town outside of the already saturated markets of Beijing, Shanghai and other big cities, posh global brands. But they have less restrictions and strengthening the middle class, which needs a decent first car. Member of the Board of Directors of Volkswagen, responsible for sales jürgen Stackmann explained: "With the Jetta we are reducing the gap between recognized as the leading brand of VW in the upper part of the mass segment and mobility entry-level, which accounts for about a third of the Chinese market and served mostly local brands. Thus, we will significantly increase the coverage."

Crossover Jetta – VW turned Tharu

Last year in China, the Volkswagen brand sold 3,11 million cars (the Volkswagen Group sold 4.1 million, that gives almost half the global sales of the concern). The reduction in sales was only 2.1%, despite the fact that the overall Chinese passenger car market fell by 5.2%. So that concern its market share even increased. Accordingly, introducing a budget brand with "Chinese characteristics" the Volkswagen group intends to further gain a foothold in the market of China. Sootvetstvenno the Volkswagen brand will be the most prestigious among the mass brands, and Jetta will be to lure the youth by example, similar to the Baojun brand of GM.

The rear part of the crossover is reworked quite heavily in accordance with the slogan of the new brand: "quality, safety, value and a clear design language"

To implement models of the Jetta organizes its own trade network, which by the end of 2019 should form about 200 dealers. But, that's not all creativity in the promotion of a new brand enough, so planned a very unconventional formats sales including digital showrooms and even mobile showrooms on the truck chassis. The choice of the name Jetta in VW associated with a special historical role model for the mass motorization of China, where she arrived three decades ago, and last year was celebrated selling over 30 million VW. So that Jetta is the most suitable to create the appropriate "trading legends".