On December 5, 1991, the first domestic Jetta A2 was assembled at the FAW-Volkswagen car factory, and in that era when the people were not so rich, it was the Jetta that gave Chinese families the concept of "private cars". Then to the Jetta taxi that shuttles through the streets and alleys later, the Jetta coach car that accompanies you to overcome subject two in the driving school, the first training car that carries the dream of young people driving, this boxy car always appears in our lives in different identities.
In the past 28 years, Jetta has always been the most familiar "face" on China's roads. As of June 2019, jetta cars have sold more than 4.4 million units in China, and have won the reputation of "highway boutique" and "god car". With good expectations for the Jetta and the Chinese market, FAW-Volkswagen announced in 2019 that it will officially separate the Jetta models and become its independent sub-brand.
In the early days of the establishment of the Jetta brand, the prices of the two models VA3 and VS5 launched were around 100,000 yuan, and the configuration and power performance were also full of sincerity, but when everyone thought that the Jetta could usher in a new breakthrough, the actual performance of the Jetta brand has been tepid, which can be described as a slap in the face. Why, we speak with intuitive data.
Take the sales of the Jetta brand this year, there are va3, VS5 and VS7 models currently on sale, of which the best selling is vs5, the monthly sales can basically be maintained at more than 5,000 units, and the monthly sales of the other two models are difficult to reach the level of 5,000 units, it can be seen that the total sales of these three cars in the past three months are still declining, and the total sales of the entire Jetta brand from January to November are only 127,000 units.
It should be known that in 2018, when faww-Volkswagen's Jetta sedan has not been discontinued, its monthly sales of a single model can easily exceed 20,000 units, and the total sales of the same year even exceeded 300,000 units. And now, as an independent brand, the total sales of its three models in 2020 are still less than 200,000 units, which is really regrettable.
In order to save the decline of the Jetta brand, in fact, FAW-Volkswagen has also taken active measures, such as the VS7, which was listed in March last year to enrich the product line of the Jetta brand, and its price has dropped below 150,000 as a joint venture brand medium-sized SUV, which is one of the few in all joint venture brands.
In addition, Jetta's models are also insisting on updating and redesigning in a timely manner, and we found that VS5 has now been updated to 22 models, while VS7 has also launched special edition models for consumers to choose. At the same time, we can also see that the Jetta brand will also link its own technology with the Audi brand of "the same door brother" when marketing, so as to highlight its advanced nature. But even so, these measures will be difficult to change the reality of the continued decline of the Jetta brand.
In this way, after becoming an independent brand, jetta is already "invincible", so what is the reason for the current situation of jetta? Xiaobian believes that the most important reasons are the following two points, first of all, because of the rise of domestic cars in recent years, their cost performance is very good, and compared with the same price of Jetta models, it also occupies an absolute advantage in terms of product strength, so consumers have no reason not to choose more affordable domestic cars.
Secondly, the popularity of the Jetta brand is not high enough, and now with the Logo of the Jetta brand to the street, it is estimated that few people can recognize it. Although the previous Jetta sedan is also an entry-level model, but the name of Volkswagen is loud enough, it is also a well-known joint venture brand car, plus the front face of Volkswagen's "matryoshka doll" style, and the Jetta sedan with the Volkswagen logo, it is easy to understand if it sells well. And for domestic consumers, buying a car is a matter of depending on the target, after all, the Mercedes-Benz 1.3T engine car sells more than 200,000 can be sold, this Mercedes-Benz car logo is estimated to be worth 100,000 bar.
Write at the end
So look at it this way, now the dilemma of jetta is actually very good to solve, FAW-Volkswagen instead of thinking of so many ways to stimulate the sales of the Jetta brand, it is better to re-incorporate the Jetta into the Volkswagen brand, to re-hang the Volkswagen logo, this method is simple and rude, but it is absolutely very effective. Do you think it is a good thing for Chinese people to buy a car and see the standard?